SEO through the eye of a Tiger - how do we do it at Tigers?
If you think that a "pretty site" with lots of animation is enough to generate numerous conversions - you are wrong.
THE SITE STILL NEEDS TO BE PROPERLY POSITIONED AND OPTIMIZED FOR USER EXPERIENCE.
Think about it, how many times have you used a search engine in the last week?
And how many times have you looked at the second page of search results?
According to a study by Backlinko, only 0.63% of Google search users clicked on a link on the second page of search results.
Therefore, to effectively reach your target audience online, you need to use various methods, including search engine positioning.
What is SEO?
SEO, or Search Engine Optimization, is the process of building a website's visibility for key phrases in organic, or free, search results.
Is it worth it to position a website?
- YES, because the first organic result is 10 times more likely to be clicked on compared to the tenth-ranked page, and has an average CTR of 27.6%(Backlinko, 2022).
- YES, because by being in a high position you are more credible, thus building customer trust in the brand.
- YES, because by taking care to improve the structure and usability of your site for users, you influence a better experience.
SEO is not only optimizing for robots, but also focusing on the user and analyzing data.
But for me, SEO is not just about technical optimization and link acquisition (but of course, these are important elements too!). It's also about taking care of user experience and continuous data analysis.
And just as without technical optimization or a strong link profile you won't ensure visibility, without ensuring good UX and valuable content for the user you won't keep the user on the site. On the other hand, without analytics, you don't know which activities bring the most value and where the weaknesses lie. You need to take care of a holistic approach to ensure that traffic turns into conversions and has a real impact on business.
Below are the key elements, in my opinion, of a holistic approach to SEO.
The synergy of SEO and UX - let's focus on the user
When we talk about the synergy of SEO and UX, we refer to the combination of two factors: search engine optimization and user experience. The combination of SEO and UX is important in campaign effectiveness. Why? I have two justifications for this.
One of them is the fact of the ever-increasing importance of the human factor in evaluating sites. Nowadays, search engines such as Google are increasingly valuing websites that are tailored to users' needs.
Moreover, so what if we manage to bring in valuable traffic with the help of good visibility in organic, if in the end there is no conversion? We need to retain the user in question, encourage and simplify the path to conversion - UX activities will help us do that.
Bad UX is a poorly designed product that prevents or makes it much more difficult for the user to understand how it works and interact with it. As a result, it loses the user, often irrevocably.
- Tomasz Kozlowski, Senior Graphic Designer & UI Designer
Semantic SEO
...A timely topic in the SEO world.
Semantic SEO is an approach based on understanding users' search intentions and providing valuable answers to their queries.
It involves developing relevance and more complete coverage of issues within a topic, which builds Topical Authority (a factor that helps determine a site's authority in the industry, whether the site's content is useful in the field and valuable to the user).
It is worth touching on the concept here Pillar Pages - the concept of designating a couple of main topics related to a particular industry and building around that topic the so-called cluster content by breaking the main topic into sub-topics, creating a valuable article for each. Articles should be linked to each other internally as appropriate.
While on the subject of content, it is worth mentioning that the days of so-called keyword stuffing (stuffing keywords) are long gone. Today, it is important to create the most valuable and substantive content possible. Not insignificantly, every SEO specialist is well acquainted with the concept of E-E-A-T.
The acronym E-E-A-T, or Experience, Expertise, Authoritativeness, Trustworthiness, is related to evaluating the quality of content. It is especially important for content related to medicine, finance and other fields where author competence is important (so-called YMYL - Your Money, Your Life).
Internal linking - an underestimated ally
Internal linking plays an important role in search engine optimization and should be an important part of an SEO strategy. Unfortunately, its role is often overlooked.
Internal linking involves creating a network of links between different subpages of a site. Properly planned, it helps both users and search engines navigate the site. Through internal linking, users can be directed to relevant content that is thematically related, which can help increase time spent on the site. What's more, internal linking helps robots understand the structure of the site and how different content is related to each other, which helps them identify topics and issues. Well-planned internal linking also makes it possible to distribute link power among subpages.
It is worth taking care to carefully plan your linking strategy, linking content that is thematically related and complementary.
Queen Analytica - let's not forget her!
An effective SEO campaign requires constant monitoring and analysis of data -analytics is an integral part of effective SEO. Analyzing data from tools such as Google Analytics and Google Search Console allows you to identify the strengths and weaknesses of your SEO strategy, adjust your actions and strive for continuous improvement and optimization.
Analytics gives us insight into how users are using our site and what activities are producing the best results. It allows us to identify popular content and areas of the site that attract attention and engage the user (e.g., which keywords convert the most; what type of blog articles are eagerly read, etc.).
With analytics, we can adjust our strategy, focusing on those areas that generate the most interest, and learn which areas need improvement.
Maybe we are bringing a lot of traffic to the blog, and forgetting to monetize it?
Delving into multichannel paths, on the other hand, can give us interesting insights into the intermingling of different channels and the user's path to the conversion achieved, giving us a more holistic view.
And have you already implemented Google Analytics 4? If not, we are here to help!
A word to conclude
SEO is no longer just a traffic generator, but acts as one of the key channels that influences the digital sphere, and the goals of SEO go far beyond generating clicks in Google Search Console - the ultimate goal of SEO should be to increase conversions and revenue, and to contribute to brand awareness❗.
Today's SEO should therefore go beyond issues related to search engine optimization alone. It should also care about aspects of user experience (UX), digital PR, and interact with Performance Marketing and other branches of digital marketing.
Want to take care of your website's holistic SEO?
Do it with Tigers!
Whychoose Tigers?
- We approach SEO holistically and analytically - we will take care of more than clicks in Google Search Console.
- We work comprehensively - the SEO department cooperates with specialists in Analytics, UX, or PR.
- We create clear reports after each month and year of cooperation, with a description of the results and recommendations for action.
- We focus on partnership - regular meetings and work based on our proprietary Year of the Tiger scheme allow us to "bite" well into the client's business turning the relationship into a partnership.
See you on the first search page! 👋