For most companies, organic search traffic is (or should be) the number one source of referrals to their website. But more often than not, their website just hasn’t kept up with changing search algorithms, or maybe it was never optimized in the first place. That leads some companies to try to buy their way to the top with paid search, which can be effective in certain circumstances but typically is not a sustainable long-term strategy for search success.
SEO involves creating great on-page content and crafting the metadata to surface that content and make it visible and engaging to human users. In the last few years, AI and machine learning have been put to use to find out what happens after the user clicks on a search link, and can tell from that behavior when users have been duped or when users have actually found engaging, relevant content that matches their search intent. The goal is to get your content in front of a relevant audience and to get them to take some action as a result – request more information, download your gated content, sign up for your webinar – and the search engines reward that high quality content with higher search rankings.
While having high quality content and high quality metadata are the highest priority items for SEO, many other factors also have an impact, including website usability, site performance, social media integration, and site security features. Benchmark your own site – or your competition – using our free QSearch tool. The digital marketing experts at Quell can put these recommendations into action and get you on the road to higher rankings and better, more relevant search traffic.