How important is website visibility?

It’s a bit like that old philosophy debate about trees falling in the forest: “If a great website is published but no one can find it, is it still a marketing tool?”

All of your beautiful brand colours and carefully composed brand tone and intricately thought out user journey are only effective if they’re seen by potential clients. So, it’s clear that website visibility is incredibly important. But is all visibility good visibility? How do you go about driving more traffic to your website? And what’s the difference in value between impressions and clicks? Our SEO led guide to visibility is here to help. This is your first clue that Search Engine Optimisation is pretty central…!

Basics of SEO for business websites

With more than 70% of all clicks on search engines happening on the first page of results, improving your business website’s visibility is essential. Getting it right combines SEO strategy, creativity, and technology to make your business stand out online.

At its core, SEO is about making your website more appealing to search engines like Google. The higher your website ranks in search results, the easier it is for potential customers to find you. When you talk to an SEO agency, you’ll hear these terms:

On-page SEO: This focuses on optimising the content on your website. It includes things like making sure your headlines are clear, using the right keywords, and ensuring your site is mobile friendly.
Off-page SEO: This is about what happens outside your website, such as building backlinks from other reputable websites to boost credibility.
Technical SEO: This involves improving the behind the scenes elements that help search engines crawl and index your website faster, like your website’s speed and structure.
Content: This is all about how you phrase your website text, position your images, structure your user journey, and add fresh updates regularly.

For small and medium businesses, the beauty of SEO is that it levels the playing field. You don’t always need to have the biggest budget; you just need to optimise your strategies to overtake competitors and stand out locally.

Impressions, clicks and website visibility

The terms impressions and clicks feature a lot in the data that you’ll receive when you work with SEO experts. Luckily, they’re pretty self descriptive:

Impressions refer to how often your website or content appears in search results.
Clicks happen when someone actively selects your webpage from the search results.

While clicks are an obvious goal, impressions lay the groundwork for success. Even if you’re not getting immediate clicks, making users familiar with your brand (through repeated impressions) will mean they are more likely to click on your website when their need aligns with your offer.

A consistent SEO approach builds brand recall. When people see your site or business name often, it fosters trust and legitimacy even before they engage with your website. By understanding where impressions are becoming clicks (your click through rate or CTR), you can focus your SEO and content strategies.

Keywords and website visibility

Keywords are the words and phrases people type into search engines when looking for products and services. Identifying and including the right keywords on your site is one of the most powerful ways to boost your website visibility.

Keyword research

Start by identifying phrases relevant to what you offer. This is something you can work with your SEO agency on, or use tools like SEMrush to help. It makes sense to focus on keywords with high search volume and low competition, although admittedly these are like gold dust in some sectors!

Integration

Once you know your target keywords, make sure they feature in your menus, page titles, headings, and product descriptions. Include variations of keywords in blog posts, too. Be really aware of overuse, though. Overusing keywords (known as keyword stuffing) can lead to a bad user experience and harm your search performance.

Long-tail keywords

Don’t forget about long-tail keywords. These are longer, more specific searches, perhaps focussing on geographical area or particular aspect of a service. They will have a lower search volume but often convert better because they target more specific needs. The people who are searching tend to be further along the sales funnel.

Content ideas for website visibility

We say it all the time: search engines reward sites with informative, engaging, regular content. Thinking of it is the tricky part, so these are a few places to start.

1. Business blog

Blog writing is one of the most effective and simple ways to improve visibility. Write about relevant topics and you’ll automatically find yourself using helpful keywords. If locality is important to your business, this is a great place to add mentions of your town or area. Don’t forget to link both within and outside your website. This offers your user a journey and increases the chance they’ll stay on your site for longer.

2. How-to guides

Instructional content is incredibly valuable and shares your expertise, making you a trusted authority. It might be product guides or insider tips, for example. This type of content transfers really well to video, which is increasingly prioritised by Google.

3. Product pages

If you sell products, ensure each page has all the information someone might need, including keywords. Accurate and full descriptions are vital here, from dimensions to materials, and even background information. Include customer feedback reviews on each product page for even more SEO points!

4. Testimonials and case studies

Good reviews do more than build trust, they can help with rankings. Often, happy customers need prompting so don’t be afraid to ask for Google reviews. Commission data backed case studies for longer form content, which can transfer really well to video, too.

Platforms like Facebook, LinkedIn and Instagram can drive traffic to your website. Share snippets of blog posts or showcase products and services to build awareness. The key here is choosing the right platform for your sector. Facebook and LinkedIn are better for B2B and services, while Instagram is ideal for product sales.

Importantly, remember that visibility is built long term and doesn’t happen overnight. If your SEO journey is generating way more impressions than clicks this isn’t necessarily a bad thing. It’s just part of the process. On average it takes 3-6 months to see results from a dedicated SEO campaign.

At Leapfrog, we’re constantly thinking of ways to increase the visibility of our clients’ businesses. To benefit from our expertise, just get in touch!

About
Latest Posts

Becky Hinshelwood

Content Manager at Leapfrog Internet Marketing

Becky has been writing content for business websites for nearly ten years. She loves to make any topic illuminating and engaging, and can't resist a wordy challenge! In a previous life, she was an artistic decision maker for a number of UK Theatres.

Latest posts by Becky Hinshelwood (see all)

Original content: Now for something completely different… - January 6th 2025
How important is website visibility? - December 4th 2024
The no-nonsense guide to planning your SEO content strategy - November 6th 2024

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