Search engine optimization, or SEO as it’s more commonly called, is a way to get your website ranked higher in the search engines. Sounds simple enough, right?
Well, many variables go into this process, and each one can impact your rankings. Some of these include things like page load time, backlinks from other sites, site content quality, and much more! So, what exactly goes into all of this? Let’s take a deeper look at how SEO works, so you can start getting those high rankings for your business website.
SEO (Search Engine Optimization)
Search Engine Optimization, or “SEO” for short, is a very important part of any business’s digital marketing strategy. SEO helps your website rank higher in search engine results so that you can get more traffic to your site. This means more customers and ultimately more revenue for your business.
As the name suggests, SEO is the practice of optimizing web pages to improve their visibility and position in organic search results in Google, Bing, and other search engines.
An effective SEO strategy is imperative for improving the quality and quantity of traffic to your website since organic search is the most popular method of finding and accessing online content. The more visible your content is in search results, the more likely you will draw attention to your business and attract potential customers.
Why is SEO important for marketing?
In digital marketing, SEO is fundamental because people search for information about products and services trillions of times every year, with commercial intent. In addition, search engine traffic is often the primary digital traffic source for brands and complements other marketing channels. Therefore, ranking higher and being more visible in search results than your competitors can significantly impact your bottom line.
Search results, however, have evolved to give users more direct answers and information. So, they are more likely to remain on the results page rather than redirecting them to another site. Features like rich results or knowledge panels can also increase your company’s visibility. It also gives users more information about it directly in the search results.
As a starting point, let’s define SEO in three parts:
- Organic search results: In the search engine results page (SERP), the results that are determined to be most relevant to the search query are the unpaid listings. PPC ads (or pay-per-click ads) make up a significant portion of many SERPs. These ads differ from organic search results in that they are based on the organic ranking algorithms of the search engine instead of advertiser bids. In other words, you cannot pay to have your page rank higher in organic search results.
- Quantity of organic traffic: Users who come to your site from organic search results. Search engine users are more likely to click search results that appear near the top of the SERP, which is why it’s crucial to rank relevant pages as high as you can in the SERP. In addition, your conversions are more likely to increase if you attract high-quality visitors to your site.
- Quality of organic traffic: The quality of organic traffic is the relevance of the content on your website to the search query of your users. The most traffic in the world will not convert if your site is positioned as a resource for Apple computers when, in fact, you are a farmer selling apples. The visitors to your site who are of high quality are the ones who have a sincere interest in the products, information, or other resources you provide. Search engine optimization leverages search engines’ attempts to match users’ searches with web pages listed on SERPs.