Why is SEO Important?
Search Engine Optimization (SEO) is important because up to 70% of people on the internet turn to search engines with their questions and other online needs. This puts businesses in an advantageous position—if you manage to get on the top five search engine results for a search query, the higher the chances are for you to gain a new reader or customer when they click on your website.
What Is Search Engine Optimization (SEO)? It is a set of specific rules for optimizing a website that increases its visibility in order to rank higher in the top results for any search engine.
Observing good SEO practices also makes sure your website performs best when it comes to usability and user experience. SEO can also help put you ahead of your competitors—if your website shows up first, then customers will come to you first.
How Search Engines Work
Think of search engines as answer machines: you type in a question or query, and it gives you answers in the form of resources collected from all over the internet. These resources are collated using an algorithm that ranks search results according to their relevant content. Search engines work in three ways:
- Crawling – This is the initial discovery process, where a search engine would send out “crawlers” or “spiders” in search of new and recently updated content. These crawlers would find web pages, then follow the links in those web pages, to more and more links until it is able to find the newest content, which is then added to the index.
- Indexing – A search engine index is an enormous database where search engines store and process its newly discovered content.
- Ranking – When someone types in a query, search engines turn to their index of high-quality, relevant content. The content is then ordered as search results according to their relevance. The higher up a search result is, the more relevant the search engine believes it to be.
Why Should You Care About Seo?
As much as SEO helps internet users and visitors, it also has a huge potential for helping out your website or business. It does this through increasing both the quantity and quality of your website traffic by giving you organic search results. Organic search results are earned through good SEO, as opposed to paid search results, or paid ads/advertising.
SEO also helps you understand what users are looking for. This, in turn, helps you create high-quality content to cater to their needs. Catering to good SEO practices can also bode well for promoting your website on social media channels like Facebook, Twitter, or Instagram.
Tip: Good SEO is all about connection—it’s following a strict set of guidelines so that you can understand what answers people are looking for, and be able to connect them to solutions that you can offer.
“Good SEO is all about connection—it’s following a strict set of guidelines so that you can understand what answers people are looking for, and be able to connect them to solutions that you can offer.“
Why is SEO Important for Your Business?
- Visibility – When your website conforms to SEO best practices, it will be ranked higher on a Search Engine Results Page (SERP). The higher your rank in search results, the more likely potential customers will be able to see your services.
- Traffic – The higher your visibility, the higher your search engine traffic. This means that the number of visitors you get on your webpage increases, which increases the likelihood of increased sales.
- Growth – An effective SEO strategy will inevitably lead to the growth of your business or brand. A well-optimized website will organically attract plenty of customers, and make sales. Loyal customers are also more likely to share your services on social media channels, leading to even more growth!
- Trust – A high SERP ranking also instills trust in the potential customers you gain and credibility in what you offer. Many internet users will often defer to the top suggestions generated by a search engine, which establishes your product or service as high-quality and trustworthy.
- User Experience – On your way to achieving a truly optimized website, you will have to refine everything to be able to cater to your customers. Does it communicate with clarity what services or products you offer? Does it easily provide information visitors may need in order to purchase your product? Can a visitor easily navigate through your site? Keeping the user’s experience in mind not only gets you more customers, but helps you keep your website be the best version of itself.
“Keeping the user’s experience in mind not only gets you more customers, but helps you keep your website be the best version of itself.“
How to Measure The Success Of Your Seo Campaign
Before you can measure the success of any SEO campaign, you must first identify what your goals—be they short-term or long-term—are going to be. Once your goals are set, you can evaluate the following benchmarks and engagement metrics:
- Conversion Rate – This is achieved by dividing the number of conversions by the number of unique visits to your website. A conversion can be anything from a product purchase from your website, to an email sign-up. Knowing your conversion rate can help you measure the return on investment from the traffic on your website.
- Time – Determining how much time your visitors spend on your page can gauge if your optimization strategy is on point. But that doesn’t just mean an extended time spent on your site—sometimes a low time on a page can suit your goals. For example, pages like “contact us” should ideally keep users around for a short time.
- Bounce Rate – “Bouncing” means a visitor came and left without looking through your website. However, many types of websites don’t see this as a quantifiable metric, as sites like restaurants get users that simply visit (and bounce) to learn business hours and addresses.
- Search Traffic – You can use Google Analytics to measure the search traffic to your website. It helps you isolate organic traffic, view site traffic over both specified and compared date ranges, as well as how many pages certain pages receive.
- Page per Visit – This measures the number of pages your customers visit when they come to your site. This is helpful for when you need to take visitors through several pages (like in a step-by-step process).
- Scroll Depth – This measures how far visitors scroll down individual pages on your website. If your scroll depth turns out to be shallow, try to see if your content can provide certain information higher up on your page, or if your content can stand to lose unnecessary fluff. This metric can be set up in your Google Analytics for easier tracking.
- Keyword Rankings – This is a website’s ranking for keywords. It also includes the data featured in SERPs, such as snippets and People Also Ask drop down categories you’re aiming for.
- Backlinks – These refer to links that loop back to your website. Also called incoming links, inbound links, one-way links. Search engines like Google and Bing look at backlinks as referrals or votes for pages. Websites with several backlinks are likely to have a high rate of organic traffic, as well as rankings.
How Can I Get Started With Seo?
It’s easy to get started with SEO for your website! Here are the main elements of SEO that you need to familiarize yourself with to get started:
- Technical SEO – This refers to the type of SEO that can help your website with the crawling and indexing process. This could mean ensuring your website always has a secure connection, is optimized for mobile devices, has quick loading times, or a highly responsive and intuitive design—technical assets that search engines prefer.
- On-site SEO – This refers to SEO that applies to your website content. This includes structural aspects of your website such as keywords, internal links, or its HTML source code.
- Off-site SEO – This type of SEO refers to efforts made by websites outside of your own to push up your rankings in the SERPs. It is centered around link building—or the collection of unique backlinks from other reputable websites. Consider this as a sort of friendly referral from outside websites, to search engines.
- Local SEO – This kind of SEO practice involves optimizing your site to specific locations or regions. This type of SEO is favored by businesses that have physical locations, such as stores or offices that service specific geographic areas only. Local SEO practices often include claiming business listings, making sure a franchise shows up in local Google searches, and can be particularly focused on social media management.
- Content – This is the meat within the structure of your website, and is crucial for audience engagement. Content could include blog posts with topics that help increase your visibility in your industry. Make sure your content is easy to read, engaging, and shareable—so you can expand your visibility even further.
- Keywords – These used to be one of the only things that mattered, but it remains among the more crucial of SEO techniques to learn and incorporate. Keywords refer to words and phrases that customers often use when looking for answers and solutions online. Selecting the right keywords for your website and content takes very thorough keyword research: too little and it won’t matter; too much and you run the risk of getting flagged for bad SEO practices.
The success of your business shouldn’t only just rely on a fantastic product or amazing services. True success lies in strategy, which involves having a high-ranking internet presence. Coming up with a thorough SEO strategy is one of the foremost ways of getting your business to reach its fullest potential.