Why SEO?

Nov 15, 2019 - Maggie Bakle

At Nichols, when we onboard a new client, one of the first things we do is take a hard look at their website. Of course, we want to evaluate the design, but we also analyze the content. More often than not, we recommend updating a site to be more user and SEO friendly. And, we’re always asked, “Why SEO?”

Search Engine Optimization (SEO) is essential for your site to gain any traction through search engines like Google, Yahoo, or even Bing! SEO assists you in attracting the right audiences and increasing site visits. The right audience and increased site visits leads to more sales, clients, etc. And that’s the goal after all, right?

When we begin a website project, we evaluate our client’s current site as if we are a first-time viewer. This involves a keyword audit to identify how viewers are finding our client and then compare these keywords to their competitors. We note what keywords our client should be taking advantage of and identify what words are bringing up results that have nothing to do with their mission. This tends to be a very eye-opening experience for all parties.

After an audit is complete and presented, we collaboratively identify terms that are high-level keywords to optimize organic (unpaid) search results. Sometimes these keywords are as simple as product names. This detail helps us create a site map, or what I like to call the bones of a website. Ranking the keywords allows us to prioritize the page order for the best user experience.

Our clients get excited and eager to see their site’s fresh, new, design. However, it’s important to note that the bulk of a site doesn’t rely solely on looks. It needs informative, conversational, and mission-driven copy. The SEO audit and keyword identification process guides the content development. It assists us in producing text that is relevant to a target audience, while staying true to our clients’ brand and tone. Throughout the writing process we want to take advantage of any opportunity to optimize unpaid search results where appropriate.

So “Why SEO?” Because SEO is the foundation to any website. It’s important to consider at each step: from creating a sitemap, writing copy, to site design. The idea of creating a new website is exciting, but the process can be exhausting. That’s why we’re here to help! We’d love to take a look at your website and see how it compares to others in terms of SEO. Give us a call!