Updated: Feb 2
SEO (Search Engine Optimization) is the omnipresent buzzword in digital marketing these days, but what is it, and why is it important for your business?
SEO is the optimization of your website to increase its ranking in search engines like Google, so that your site can continuously generate organic, unpaid traffic. SEO involves making specific changes to the content and design of your website to make it more attractive to a search engine, so that the search engine will rank your website as a top result when consumers search for businesses and services like yours.
Though SEO techniques can get quite complex and are constantly evolving along with changes in technology and search (e.g. mobile and voice search), the basic process begins with how search engines work. Search engines are designed to deliver high quality and high relevance results according to the searcher’s query.
In order to do this, search engines crawl the internet, systematically browsing through websites and looking over the content for each URL they find. Search engines then index the content they find, organizing and storing it in a massive database of all content found. When someone performs a search, the search engine scours their index and ranks the search results according to relevance. The higher a website is ranked, the more highly relevant the search engine believes the site to be to the user’s specific query.
The more quality, relevant content you have on your website, the more likely search engines will rank your page higher in search results, which makes your website more visible and searchable for consumers online. Good SEO practices also improve user experience, increase your business’ credibility and reputation, and sets you apart from your competitors.
With the world shifting to digital media, your website serves as an online extension and digital representation of your business. Creating content that is optimized for both search engines and your human site visitors takes time and resources, but the results are well worth it. SEO is a highly beneficial and cost effective long term marketing strategy that every business should invest in.
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