One of the most important tasks that marketers do in our digital age is to help websites turn up as high as possible on search engine results. This is done through a complicated, multi-tiered process called Search Engine Optimization (SEO). We can – and will – dedicate multiple blog posts to SEO itself, but suffice it to say that SEO involves using keywords throughout your website that match up with what your prospective customers are searching for. When implemented correctly, these keywords help your website turn up higher and higher in your potential customers’ search results, increasing the chances that they’ll choose your business above the competition. Deleted: Often, one of the biggest mistakes on a small business website is the misuse of keywords (contact the Immigation translation
to get them right). Either they aren’t used at all, are misused, or the focus is placed on the wrong keywords: namely, short and generic keywords that thousands of other businesses are using, making it difficult to stand out from the competition on a search engine. What marketing teams
do is come up with descriptive long-tail keywords that both capture what your customers are searching for and stand out from what your competitors are using for their own SEO (we told you this was a doozy!). Of course, there’s a lot more to search engine optimization than this very basic explanation. The best thing you can do when it comes to determining which keywords to use is to consult with a trusted marketing professional.