The Importance of Search Engine Ranking for Businesses
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As a business owner, you most likely know by now the importance of having a website. A business website is more than just a new way to display your flyers or brochures. It can be a valuable resource for customers and potential customers. A business website is a non-confrontational way to get your message across and “sell” to those who are most likely interested in buying from you. If a customer has to call you up to find out more information about your products or services, they might be concerned that you will try the hard sell on them and that makes most people uncomfortable. Being able to peruse your website allows them to get the information they need and explore other products and services they may not have known about.
One of the most important considerations in developing and maintaining your business website is how to get people there in the first place. You can spend a fortune designing a pretty site and hiring writers to formulate the best copy but it all means nothing if you can’t get anyone to notice your website. For current customers, that can be as easy as putting your site address on your business cards or the bottom of your invoices, but, in order to grow your business, you need to attract new customers who need to be able to find you on the internet.
As new potential customers will not know your company name, they will most likely come across your company in a search engine search through Google or Yahoo! or another search engine. They may be searching on your product or service or they could be looking for solution to a problem. For example, they may type in “how do I clean my garbage disposal?” and, if you sell a disposal cleaner, your website may turn up in the search.
Search engines attempt to rank websites by an algorhythm that looks at what they think the site is about based on the words in the site. So, using the above example, if you have the keywords “garbage disposal” and “cleaning” throughout your site, the search engine will put your site up higher in the results for those words than other sites which do not make their purpose clear. Using the right keywords in your website text is critical to getting found in a search engine search.
Search engine rankings are based on other criteria as well. Search engines will try to estimate the importance of your site by how many others link to it, on the premise that if others think your site is important enough to link to, more people will too. Getting backlinks (as they’re called) to your website can be as having a few of your customers include the site link on their sites or Tweeting your website link on Twitter.
Ranking high in search engine results is critical to a growing business. Customers will not wade through pages of search results to get to you- they will look at the first page or two of results and find their answer there. If you can get your company ranked high in searches, it can mean a substantial difference in traffic to your website and, ultimately, business to your door.