In the eyes of many business owners, SEO can be a fairly tainted term these days, mostly because of all the people out there looking for a shortcut to success. Matt Cutts, who is basically the face of SEO at Google, does a great job of laying out plenty of white-hat methods to increase a website's online presence though. When implemented correctly, these tactics can do wonders for a business, as I will later show you in an actual case study we did on a company called Coyote Traffic.
One of the things that Matt Cutts and Google strongly recommend is having unique, engaging content that users will be attracted to and naturally be inclined to share. Information is king, so the websites that are going to drive the most traffic to their sites are going to be the ones providing better and more relevant information to their users. In the example of Coyote, they specialize in offering commercial traffic control equipment, such as traffic and road spikes, speed bumps, parking gates and pay stations. It was important to them that when they made a page about one of their products, such as road spikes, that they made sure to write information about spikes that couldn't be found elsewhere. They give a history about tire spikes, how road spikes are used in police settings, and even show a video of the spikes being used in a real world scenario. None of their competitors, such as DoorKing are providing this kind of information, which makes Coyote a more useful resource to users that are possibly interested in investing in this access control solution.
How does Google know when content is good? Great question. One of the ways Google can tell if content is engaging is actually by how long users stay on a site for. For example if a person is looking to invest in traffic spikes and they do a search in Google, if the first site they click on is cluttered, not aesthetically pleasing, and provides invaluable content, then users are likely to navigate away from the site and try a different option. When they click on Coyote's site, though, then they will most likely find all of their unique information engaging, and spend more time on the site. Google takes this into account and will then consider moving Coyote's site above the first one who's information on vehicle tire spikes wasn't as useful.
This first lesson on SEO is pretty common sense, but can do wonders for a site. Just remember, optimizing a site isn’t always rocket science. Taking your time to create unique engaging content is a must. Until next time guys, happy searching!