What is SEO and as a company in Kenya where do I start?
Probably sounds like a buzzword, but I assure you it is not. It might be the missing link between your business and the profits you deserve.
In Kenya very few companies have their websites SEO ready. SEO (Search Engine Optimization) is the process of enhancing your website’s visibility on search engine results pages (SERPs). If you’ve used Google search before you’ll notice that you never went to page 2 on the results pages. This is where most unoptimized website lie, in the deep dark hole of irrelevant search pages.
SEO helps your website to obtain high-ranking and thus increases the number of visitors to that website naturally. SEO makes a site more accessible to search engines and makes the site found by search engines easily and faster.
The goal is to always be number one on the search results or at least on the first page.
How SEO works
Think of a room full of books and I send you in to find red Nancy drew book and bring it to me. The first thing you would do is go through the different books, then put aside all the red books. Eventually, those with Nancy Drew titles on them. This is the same process with search engines. When you put in the keywords or the phrase you’re searching for on the search box the following happens:
The Google bot will crawl into different websites online looking for content that matches your keywords. After this, the bot will start indexing the related results which can be in the millions. Then based on various factors like the quality of backlinks you have, the Googles algorithms will rank the different results in search pages.
The goal of SEO is to appeal to Google’s bot by adhering to Googles or any other search engine’s best practices.
Advantages of SEO
1. The cheapest way to acquire traffic to your website
SEO doesn’t need you to pay for anything. In fact, it’s like an investment that bears more fruit over time. If you SEO your website pages or posts correctly they will end up bringing you traffic and leads over many years to come for free.
2. Increase in Traffic
The higher you rank the more the traffic you receive. Most people will click the first 4 results on the search results page. This is where you want to be.
3. Increase in Credibility & Trust
Most customers will trust search results on the first page of Google. Take a minute and remember the last time you clicked on a result on page 3. You probably have never gone pat page 2.
4. Scalability in Return on Investment
The benefits of SEO are trackable and quantifiable. You can continue streamlining your assets and you can continue growing over time.
5. Long-Term Results
Paid ads only serve their purpose when you’re injecting money into them but SEO lasts waaaaaay longer.
8. Better Conversion Rates
More traffic means more chances of conversions. Also, chances are organic traffic tends to bring better quality leads.
Search Engine Optimization Process
SEO is not a destination but an inherently iterative process. It doesn’t start and finishes with just the above few steps you have to constantly monitor your keywords and improve your assets. In Kenya, very few companies have taken the time to walk through the below process.
Step 1: Website Audit
This is a deep dive into your website to examine and identify key issues affecting your SEO. The final document will involve the following findings:
- The overall website SEO score
- The number of organic keywords you rank for.
- Your organic monthly traffic.
- Number of backlinks () follow and no follow)
- A website health check i.e broken inks, redirects etc
- Critical errors
Based on the information above we can then decide on what to concentrate on improving. Search engine algorithms are changing by the day and it is important to do regular audits to avoid being impacted negatively by the changes.
2. Competitor SEO analysis
The next step is to identify the strengths and weaknesses of your competitors. Some of the information we can help you get and understand about your competitors includes:
- Their traffic sources: Where is their traffic coming from.
- Affiliates: who are their digital influencers.
- Where they get their backlinks from.
- What content they produced that got the most engagement on different platforms
Kenya is fairly young in terms of SEO volumes so the keyword competition as high compared to other markets.
3. Keyword research
Moreover, to rank up on Google, you need to understand what people are searching for. What keywords you should use. The best practice is to find keywords with the lowest competition but high search volumes. Based on this information we can create a list of your top 15 keywords. We will then use these keywords in your content marketing efforts and over a few months, you will start seeing your website ranking higher on Google. The process involves:
- We will create a requirements elicitation review on your audiences, competitors and related keywords
- Next is an engaging keyword brainstorming session.
- Benchmark the keywords around a Keyword Effectiveness Index.
- Come up with a Keyword research document.
4. Site Speed
You can check your site’s speed through the Google page speed tool. They too will give you recommendations on what to improve on and you can share this information with your developers. Google encourages that your website is mobile-optimized, so pay attention o the mobile tab in the Site speed tool.
5. On-Page Optimization
On-page optimization involves optimizing the content on your website. From the different pages to the blog posts, this is what really helps you rank up. Some of the things we will optimize for you include:
- Page Titles
Each of the pages should have a unique title containing the keywords.
- Meta Description
This is the short description you see on a search result. You also need to include relevant keywords here.
- Heading Tags (H1, H2, H3, H4 etc)
It is advised when writing articles, to break the content into small sections and paragraphs. Google values structure.
- Keyword Density
This is how many instances your keywords have on your website. The best practice is to confine the keyword density to approximately 2-5%.
- Image Optimization
Including keywords in the alt text of your website’s images.
- Internal Linking
Remember to always link back to other pages or posts in your own website.
Honestly, this is just 60% of the process but worry not! Our consultants are the best in Kenya. They can sit and walk you through the rest of the SEO steps and get you to 100%.
Learn More About SEO Here In Kenya
If you would love to learn more about how to implement this, we offer monthly training workshops at only Ksh.15000. The classes run for 4 sessions and will help you learn SEO and other Digital marketing principles from a Kenyan context. Sign up for our next class here