Pay Per Click vs. Search Engine Optimization

SEO, or Search Engine Optimization, is the practice of including content on your site that has the potential to improve your site’s visibility to search engines and their users – in other words, it can help your site show up more often in relevant searches.

There are a number of things to look for when trying to improve your site’s SEO (or having an SEO expert guide you through the process). First, and most important, make sure the writing on your website is clear, helpful, and descriptive. Explain your topic in simple, easy-to-read language, and try to include words you think a user might search for when looking online for what you offer.

If you do include search terms in your site copy, make sure you’re still talking to the people you hope will use your site, and not trying to talk to or trick the Google algorithm – cluttering your page with too many search terms (especially out of context) or putting up fake pages you don’t intend users to see can lead to Google considering your pages deceptive and ignoring your site. Also, don’t use text images for important titles, content, or links, since the Google bot doesn’t recognize those. Just think about what will be easiest for a user to navigate and understand, and stick to that.

Having other sites link to yours (whether they’re blogs reviewing your products or services, satisfied customers, business associates, listicles, or anything else) can also help your ranking, by showing Google that your site is relevant to people’s interests online.

There’s no cost to appear in organic search results like Google’s, and making small changes to your website with an eye to SEO can greatly impact your search rankings over time. You can learn more about how Google organic search works here and how your content is performing using Search Console, you can learn more and receive support here.

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