Many businesses refer to any marketing online as SEO but SEO is actually only one source of marketing online. So what is SEO? Search engine optimization (SEO) is the process of helping webpages rank high in search engine results and may also be referred to as Organic or Natural search. Organic search has been very valuable to companies because searchers tend to buy from companies who rank well in organic search. The term “search results” has been expanded in recent years to refer to a larger amount of real estate, which includes local/map, news, image, and video search. It is important not to confuse SEO with Paid Listings since both will appear on the search results page. Google will always denote “Ad” next to any listings that a company is paying for. Typically all the paid listings are shown above the organic listings and down the right hand side.
Why is SEO important?
SEO remains a crucial aspect of digital marketing because people expect the best companies to show up in search results. Most users will execute a few searches when they’re doing research on just about any topic. That user could be searching for a product or service that you offer and if you website isn’t showing up than they will not know that your company exists as a solution to their problem. Great visibility on the search engines will result in more website traffic, more targeted leads and ultimately many more new customers. The leads from the search engines are highly qualified because they are people who are typically further in the sales process and who are actively seeking services.
Search engine optimization is a marathon not a sprint. Patience and a lot of work is required to see impressive results in the rankings. Keyword research must be completed to start the process – if you are not optimizing your site for the right words than all the work will be for nothing. Once keyword research is complete the website is optimized with a series of technical items such as title tags, meta tags, copy, image tags, the URL and page name. Once the page has been optimized it is essential to monitor how the changes impacted the website ranking. Over time you can add more pages to the site and optimize them for more keywords to continue to increase the amount of traffic your website receives from the search engines.