There are many ways to get the word out about your business: flyers, radio commercials, paid online advertising, and more; but all of those things cost money.
On the other hand, if customers find your business while using a search engine it’s like free website traffic (also called organic traffic). Though you may spend some time optimising your website, you’re not paying for each new lead like with pay-per click (PPC) advertising.
SEO is important because it is the most cost-effective way to bring in new customers that your business. So why don’t more people do it? SEO takes time and patience to do right. Most people just want fast results and aren’t willing to invest the time, but it never happens over night.
On page SEO is the most important aspect of SEO because it is completely within your control. This includes making sure your website uses all the right HTML tags and structured data to correctly markup your content, which is colloquially referred to as technical SEO due to the code related nature of it.
Essentially, this markup tells search engines what your website is about, what the important things are, and how to interpret all of it. The more you help search engines understand what your website is about, the more qualified leads you’ll get from search engines.
In addition to technical SEO mentioned above, the rest is content focused and consists of the words you use on your website. For example, if you use words like accounting, taxes, marginal tax rate, exemption, invoice, IRS, audit, etc., search engines will assume you’re an accountant and your website is about accounting. When users enter search terms (also called keywords) into search engines like these, they’ll be more likely to find pages on your website related to these keywords.
This concept is particularly important for local small and medium businesses. If you’re a plumber, customers won’t find you by typing ‘plumber’ into Google, but if you’re a plumber in London and customers type in ‘london plumber’ there’s a much better chance they’ll find you. This is called localised SEO. Most websites don’t use localised SEO at all.
This is why on page SEO is so important. If you use the right HTML tags and structured data to markup your content, Google will know what you do and where you are. So, when customers in your area are searching they’ll find your business.
If you’re using the right advanced structured data, Google can even show your phone number and where your business is located to potential customers. That’s why on page SEO is so important.