What is SEO and Factors Influencing SEO Marketing in Kenya
What is SEO?
SEO, or search engine optimization, is a digital marketing strategy that prioritizes your business’s online presence on search results in search engines like Google and Bing. Therefore, SEO marketers in Kenya should focus on enhancing their business’s visibility and rank on search results on these search engines. Getting a higher rank on search results gives your business greater exposure to online visitors using the search engines, boosting your reach.
Search engines seek to provide high-quality service to their users, which apply to the type of content they display on their search results. Search engines want content that is not unique but high quality and relevant to what users are searching.
The search engines will scan different websites to understand what the content within it is about, and websites with straightforward to read and user-friendly content will often get rewarded with higher rankings on the search engine results page (SERP).
SEO marketing involves all activities a content marketer goes through to ensure that their content and website rank high on the SERP. The ranking of websites on the SERP also depends on the number of relevant keywords present within the content, relating to the search parameters. For instance, on content regarding digital marketing, the content written should have adequate and relevant keywords related to digital marketing, which have high search traffic potential. Additionally, the search engine is more likely to prioritize content with appropriate links to more related high-quality content from the website or other related high-quality sites.
Factors Affecting SEO Marketing in Kenya
Due to poor SEO optimization, brands in Kenya may have challenges getting their websites and content prioritized on SERP. Two significant factors affect SEO optimization: on-page SEO optimization and off-page SEO optimization. `
On-page optimization involves activities to ensure the website content is relevant and user-friendly. Content creators have complete control over on-page SEO optimization through the form of content they produce. Search engines look for content relevant to the keywords input by online visitors, and they prioritize content that fulfills this condition. You can enhance your website’s SERP ranking by creating accurate and engaging content that attracts readers. Further, ensure that the content contains good keywords related to users’ frequent search questions using search engines. The search engine algorithms will prioritize your content by using appropriate keywords and content that answers user questions.
Also, remember to create fresh content. Search engines will prioritize content that is most recent over older materials. Refreshing content frequently will ensure that it is considered more often by the search engines, thus ranking high on the SERP.
Off-page SEO optimization involves factors not directly controlled by a brand but which cumulatively affect ranking on a SERP. However, it is possible to influence these factors in your favor. For instance, having backlinks on your site will enhance your appeal on search engine algorithms. Getting your content linked to other content will increase the number of visitors to your site, and the popularity of your website will consequently lead to it getting ranked higher for better access.