As a digital marketing agency, we often get asked questions about search engine optimization. These questions usually come from new or smaller businesses who are just starting to invest in their digital marketing, and they want to know if and why SEO is important.
Because search engine optimization doesn’t typically yield immediate results, they question it’s value and are hesitant to make it a priority. In this blog post we will be explaining what search engine optimization means, how it works, and why SEO is important for your business.
What SEO means.
Search engine optimization is the process of increasing and improving a website’s ranking and visibility on relevant SERPs (search engine results pages). This is performed by using several strategic optimization techniques, including:
- Developing a website that performs optimally on all devices
- Providing a stellar onsite experience for users
- Creating content that is valuable and credible
- Optimizing for local searches
These data-driven strategies and other proven SEO techniques work together to get your business top rankings and maximum visibility in relevant searches.
How SEO works.
Google and other prominent search engines use crawlers to analyze the content on a website, and it uses that data to build an index. Then, when someone performs a search on Google (or their preferred search engine), an algorithm processes that index data to determine the best results for that search query. Some key factors that this algorithm looks for include:
- Domain authority and quality
- Content length, readability, credibility, and uniqueness
- Usage of relevant keywords in content
- Site speed and load times
- Traffic quality and session times
- Credible backlinks and/or social shares
Because search engine optimization involves both technical and content-related strategies, it is highly recommended to work with a professional digital marketing agency or hire an in-house expert. An SEO expert will be able to perform the technical optimization techniques on the website, outline content strategies, optimize existing content, and perform tests and audits to ensure optimal performance and results. Attempting to perform SEO without the proper experience or strategies can result in slower (or no) results, poor rank performance, a loss on your investments, and even possible penalties.
When your website is professionally developed and your content is strategically optimized, these crawlers and algorithms are able to identify the value and relevance of your business. This is how you earn high rankings and front page placements in relevant SERPs and gain a satisfying return on your SEO investments.
Why SEO is important.
Because SEO determines whether or not a business shows up on the front page of relevant searches, it is absolutely vital to the online success of any company.
93% of online experiences begin with a search engine.
The first five organic results of a Google search account for approximately 68% of all clicks.
75% of users never go beyond the first page.
35% of shoppers say that mobile devices are their main purchasing tool.
Search engines drive 10x more traffic to shopping sites than social media
72% of consumers who searched locally visited a store within five miles.
With these statistics, it’s no wonder why SEO is important and why it’s a top priority of 61% of companies.
If your website’s rank and visibility is poor and searchers can’t find you on the first page of their search results, you are missing out on a significant amount of valuable traffic, leads, and conversions.
Let’s say you own a coffee shop with two locations. Your downtown location has street parking, is open late, and has an ample lounge area for customers to hang out or work remotely. Your uptown location has standard hours and less seating, but has its own parking lot and a drive-through. You also sell your coffee beans and other items online, with shipping options available to anyone in the US.
With professional SEO techniques, your business could appear on the first page of relevant searches, such as:
- Downtown cafe open late
- Coffee shop near me
- Coffee drive-through near me
- Internet cafe
- Local coffee brands
- Quality coffee
- Buy local coffee online
- Order [brand name] coffee beans
And using local SEO strategies, your locations could be displayed in the local search pack and on Google Maps so customers can choose the right location for them, confirm your hours, and even contact your or get convenient directions.
It is highly unlikely that your website or locations would appear on the first page of those search queries without proper optimization, which is the biggest reason why SEO is important for your business. Without it, potential customers will go straight to your competitors without ever even being aware of your business, no matter how incredible your roasts are or how trendy your downtown location is.
And SEO isn’t just important for smaller local businesses. Regardless of your industry or the scale of your business, your potential clients and customers should be able to easily and conveniently find you online.
We can help you improve your SEO.
If you’re ready to improve your ranking and visibility on Google and other leading search engines, learn more about our SEO services or contact us today. Our digital marketing experts will review your existing SEO efforts, analyze your current visibility, and strategize how to get your business on the first page of relevant SERPs.