SEO stands for Search Engine Optimization, which is one of the most popular methods that are used to increase a website’s traffic. By using its ranking or position on a search engine results page such as Google’s search engine as leverage to attract the highest amount of organic traffic ̶ which means websites that users may find after searching for specific keywords ̶ which makes SEO a great contender to give your website the head start it needs. See now how SEO and retargeting can work together to increase your ROI.
SEO may have a lot of strategies and techniques that may be hard to swallow at the beginning since the main goal of search engines is to provide neutral and unbiased results to meet the quality and relevancy criteria for a user’s search.
How SEO Works
There are many companies that offer services that give you insight into how SEO works. A good place to start is Charleston SEO, or any SEO company that could provide you with the details that will cater to your needs. But let’s just go over the basics so that you have an idea of what goes into it all.
Here are the core ideas that make SEO possible:
- H1 Tags: These are the main headers that are used to make your content surface when they are searched for. When someone searches for specific keywords that belong to the H1 tags set, the title of the content appears, which makes focusing on the relevancy of the H1 tags to the keywords very important.
- Keyword Density: This is an indicator of the number of times a keyword surfaces on your blog or website when it is searched by users. The difference between H1 tags and keyword density is that keyword density is a specific measurement for mentions of the keywords in the body of your content itself, while H1 tags are used to track the relevancy of the title of the content. A common mistake is bombarding your content with a few keywords that make it appear monotonic and robotic. Some search engines can relate between the synonyms of the keywords, so you wouldn’t have to mention every single synonym for keywords that you get your hands on from Merriam-Webster.
- Meta Description: This is a 160-character limited summary of a web page content that is written in HTML. Search engines use it to aid visitors to get a quick view on a web page content before they click on the link leading to the content itself. Although Google doesn’t always consider it a priority when it comes to their ranking algorithm, it is supported by them and can definitely give your website a push that it may need.
The Retargeting Technique
Retargeting is an SEO technique that uses sophisticated algorithms to provide interest to users by tracking their previous interactions and usage. The interaction can be simple website visits, advertisements, or purchasing something or service online. The goal of retargeting is centered around how to make a user who has made a purchase or clicked an ad on a website to visit that website or click on that ad again. The repeated visits increase the probability of Return on Investment (ROI) by substantially focusing on the known interests of a user. Simple probability laws are in favor of such a technique because it works.
SEO and Retargeting Effect on ROI
What is the use of creating content that doesn’t give you any ROI? It would be a waste of the creative forces at work if the main target is marketing. To increase your Return on Investment you have to have a good background on your user’s interests and their intents, so keyword-stuffing is not a practical strategy in addition to the ranking penalties you may be charged with for using such strategies.
Calculating your ROI when your strategy is Pay-Per-Click (PPC) is easy, aim to make your expenditure and management fees less than your revenue. The same cannot be said for SEO, simply getting ranked on a search engine page is nothing but a milestone, especially if you’re just focusing on a few short keywords. To augment your ROI is to make sure that your SEO and retargeting is providing you with any of the following:
- Increase in the number of subscribers and registered users
- Commercial involvement such as purchases and shopping
- Reports showing the increase of conversion from the traffic directly to your website
- Increase in new and unique user traffic to your website
Think Smart and Set Your Objectives Right
Once you get your priorities and objectives straight, you can develop an SEO strategy and customize so it could meet the target that you have set. ROI will come when you knock on the right doors instead of randomly searching for them. The importance of SEO, especially retargeting, is exponentially increasing in value and getting more complex as time goes by, which is not surprising considering that the internet has become the biggest marketing machine of the modern age.