SEO, Search Engine Optimization, is a digital marketing strategy that involves improving the content on a website to increase its ranking on search engines like Bing and Google. The visibility achieved through SEO can draw prospective customers to your business, increasing your site traffic, brand recognition, and sales. But what exactly is SEO, and why should you use it?
How Does SEO Work?
When people create web pages, search engines like Google employ bots to crawl the sites and check the information. The bots then apply various algorithms to rank the pages on an index in terms of which site provides the best answer to a given search question. Pages ranked high on the first page of a search tend to have the most traffic, while only 2 to 3 percent of searchers will even look at page 2 results.
SEO involves multiple techniques and tools that a business can use to optimize their web pages, so they meet search engine algorithms and are, thus, ranked higher. Common such techniques include keyword research, backlinking, and content marketing. With keyword research, for example, you look up the keyword most customers in your industry are searching for, then you create content around it.
SEO content must be valuable to the reader because search engines like Google place a premium on original and relevant content. Its bots can estimate precisely how effectively your web page answers a searcher’s question. Unlike SEM (another digital marketing strategy), you cannot pay the engine for higher rankings.
SEO as a Marketing Strategy
As a marketing strategy, SEO, Search Engine Optimization is crucial to a well-rounded marketing ecosystem. This is because it involves researching your target audience’s wants and creating that content to increase your brand-customer interaction.
SEO is also fundamental in increasing your brand’s awareness, edge over the competition, and bottom line. The reason can be summed up in the fact that trillions of searches are made every year on product and service information, and if your page ranks higher, a sizeable number of them will land on your site.
Generally, SEO is an excellent marketing strategy for any business with an online presence.