Search Engine Optimization
SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility for relevant searches on search engines. The better visibility your pages have on search result pages, the more likely you are to gain attention and attract prospective and existing customers to your business.
How does SEO work ?
Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query.
The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in the search results.
Unlike paid search ads, you can’t pay search engines to get higher organic search rankings.
Why is SEO important for marketing?
SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with commercial intent to find information about products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a material impact on your bottom line.
However, the search results have been evolving over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites.
Also note, features like rich results and Knowledge Panels in the search results can increase visibility and provide users more information about your company directly in the results.
1. SEO leads to more traffic
Because most people tend to click one of the first few search results, ranking higher usually drives more traffic to your website.
2. SEO leads to consistent traffic
Ranking in search engines usually leads to both consistent and passive traffic. That’s rarely the case for mediums like social media and email marketing that often result in traffic spikes that quickly fade to nothing.
This happens because social media networks are designed to surface fresh content. Emails often get marked as read, forgotten, or land in the spam box. However, because the number of searches performed on search engines is typically consistent from month to month, the traffic tends to be both consistent and passive once you rank.
3. SEO leads to ‘free’ traffic
Unlike paying for ads, search traffic is ‘free.’
That’s a big deal because ads on search engines can be expensive.