The role of SEO in modern day marketing

Search Engine Optimization is a digital marketing strategy that focuses on your website’s presence in search results on search engines like Google. When you understand how SEO works, you can use different tactics to increase your visibility in search results. 

It is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

SEO is a fast-paced and dynamic field. It can also sometimes be frustrating, especially if you’re relying on outdated tactics that no longer work.

That’s why it’s crucial for you to stay well-informed and learn continuously.

SEO is also more complex than ever in 2020.

It takes more than just building links, creating any old content, and adding a few keywords to improve your organic search rankings and increase the visibility of your business or brand.

SEO isn’t only about being found on search engines and driving traffic to your website. It’s about providing a great experience and generating leads and revenue.

How does SEO work?

SEO workings

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.

Content quality and keyword research are key factors of content optimization, and crawlability and mobile-friendliness are important site architecture factors.

Why does your website need Search Engine Optimization?

customer journey

SEO Builds Trust & Credibility

The goal of any experienced SEO is to establish a strong foundation for a beautiful website with a clean, effective user experience that is easily discoverable in search with thanks to the trust and credibility of the brand and its digital properties.

Many elements go into establishing authority regarding search engines like Google. In addition to the factors mentioned above, authority is accrued over time as a result of elements like:

  • Quality backlink profiles.
  • Positive user behavior.
  • Machine-learning signals.
  • Optimized on-page elements and content.

SEO Multiplies Your Impact

By ignoring SEO, that’s exactly what you’re doing with your fancy new website. A website that could have been viewed by thousands of your best prospects and ideal clients. A website that you’re now leaving to the whim and fancy of Google to rank at its will.

SEO is your digital calling card. It can multiply your impact massively by getting your website in front of targeted eyeballs. There’s a good reason to have it handled by professionals who know their job.

SEO Leverages Social Sharing

Content shared by users on social networks are directly related to SEO specific parameters like title tags and meta descriptions. This is what you see when people share posts and stories on their Wall, Google+ profile, or in a tweet or share.

An SEO strategist will help you manage this process, in collaboration with your marketing and communications department. Through SEO you get to control what people read, think and do on social sites and spread through their networks at the speed of light.

SEO Will Help People Find Your Website

Your website is the first point of contact with your audience online. It can generate leads, qualify prospects and attract potential new customers, partners or investors.

But unless people can find it, your website is good for nothing. SEO plays an invaluable role here.

Conclusion

Hopefully, these compelling reasons have convinced you about the value and benefits of an integrated SEO strategy in growing your business and taking your company to new heights of profitability, branding and success.

Before embarking on SEO, make sure you’ve laid out your business goals, then use SEO to help you accomplish them — not the other way around.

SEO accomplishes so much more than vanity metrics. When done well, it helps real businesses achieve real goals for their success.

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