Although we don't see many industries doing SEO planning, this is essential especially for the pool and leisure sector , which deals directly with both the intermediary (B2B) and the end consumer (B2C).
Understand what you need to know before putting together an SEO plan for the pool and leisure industry!
What is SEO?
It is the set of rules that facilitate the tracking and indexing of your page by Google. The most famous search engine on the internet is the main gateway between you and your potential customer. The more your website complies with SEO criteria , the more chances it has of appearing in the first search results.
And why is it so important to be among the first? Because 90% of users don't go past the first page of Google . So the higher you are, the more likely you are to get clicks.
And how does Google find and organize links? Using software like Googlebot.
How does Googlebot influence your SEO planning?
Googlebot is the generic name for the program/robot/spider/crawler created by Google to crawl all public pages on the internet. It finds links and indexes them in the index — a gigantic database containing the data it has managed to crawl from your website, such as URLs and titles.
The name Googlebot refers to both the desktop and mobile crawler. Both simulate the action of a user performing a search in these environments.
Google's search system is increasingly aligned with the concept of machine learning, in which machines learn various information on their own, without direct human intervention.
At the same time, it imitates human logic in this learning — this ireland business fax list is what happens with the search engine indexing system.
To begin its crawl, Googlebot starts with a list of URLs assembled during previous crawls. This list is constantly updated by the webmasters responsible for the pages already listed, who submit new sitemaps via Search Console (Google's analytics tool).
When it visits this list, it analyzes all the links in it and puts them into a list of pages to crawl. This review allows broken or deleted links to no longer appear in search results.
To make it easier for your page to be found and organized by Googlebot, it is essential to use SEO. It can be used on everything from a website for the swimming pool industry to news portals, for example.
Regardless of your segment, optimizing your pages will make the process between customer and company easier. Therefore, it is essential that it is done well.
Remember that each search engine (Bing, Yahoo!, YouTube) has specific bots. However, Google is the most widely used in the world. In addition, SEO makes indexing easier in any search engine.
What types of searches are done on Google?
Although we only remember the conventional way of doing a Google search, good SEO planning requires that we know all the existing types:
Navigational
This is when you know which website you want to visit, but you don’t remember the URL. For example: you want to read a text from us about industrial marketing , but you don’t remember the link. So, you go to Google and type “Great by Choice industrial marketing”.
Informational
This is a traditional search, where you want to clarify a doubt. There is no specific website that the user wants to visit or product that they want to buy. Therefore, the organic result is very important here.
Transactional
This is a search in which the user wants to make a purchase or hire someone. In this type of search, the user's interest is to negotiate.
What does Google see on a website?
In addition to knowing all these elements, you also need to understand what the Google bot “sees” when it crawls. This makes it much easier to plan your SEO.
Quality
As you've seen, Google's AI wants to mimic user behavior. So, imagine that you searched for something, went to a website, and found shallow content with keywords repeated tiresomely.
The content didn't answer your question, right? That's why quality is the main factor the tool considers when ranking.
Content is what reveals expertise, authority and reliability on your website. These three factors are highly considered by Google and, even if unconsciously, by the user as well.
Keywords
These are the terms that summarize the content and, at the same time, that you use when you do a search.
For example: the owner of a hotel is renovating and wants to find a new pool to attract more guests. So, he types “modern pool models” into Google, which forms the keyword. In the results, he will find several links with content related to that search.
Keywords are the basis for SEO planning. They differ at each stage of the sales funnel so that potential customers can learn about your pool and leisure industry.
Loading speed
Loading speed is crucial to user experience, so be sure to consider it in your SEO planning.
The longer your site takes to load, the faster users will leave — sometimes without even reading the content.
Speed is also crucial when you access a link on your cell phone, as a heavy website requires more of your data package.
Backlinks
This is when another website references your content. As you have seen, Google uses a list to find new links that will be crawled and indexed. Therefore, the more pages that cite yours, the greater your chances of it being found by the search engine.
Another factor is that links from authoritative sites make your page also be seen as respectable. As a result, once indexed, your company has more opportunities to rise in search results.
