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Essentially, SEO stands for search engine optimization. In business and in marketing, it is basically the practice of improving your visibility online. This is in order that you increase the quality and quantity of your website traffic.
Overall, this digital marketing strategy aims to generate revenue and growth in the long term for your company through increased online visibility.
Business stance
In general, SEO focuses on improving your site’s visibility in search results found on search engines like Google, Yahoo and Bing. It features an umbrella of strategies to help your website appear higher in search results related to your business, products, and services.
It improves your site’s visibility that can provide your company with an additional source of revenue. With search, your organization (even if you’re a brick-and-mortar store) can reach your target market as they shop and research their next purchase online.
Visibility
After having your web pages getting better visibility, it is likely that you will get the attention and attraction of prospective (and existing customers) to your business. Having a higher ranking in search engines can lead to an increase in traffic to your website.
People sometimes refer to SEO as the art and science of getting pages to rank higher in search engines. The reason is that search is one of the main methods where people discover your site online.
Minus the art and the science, the techniques in the process of how SEO works are more or less into the synergy of the search engines and the sites pages.
Some stats
To date, almost 75% of businesses invest in SEO. It matters to businesses because it simply drives sales and companies across all industries can leverage SEO to generate sales.
80% of consumers (and 71% of business-to-business clients) start their search for products online. In these searches, 75% of users stick to the first page of results.
Some advantages
If your company does not invest in SEO, your website would probably appear past the first page of results. This means a significant portion of your market does not even know your business exists.
SEO can change that seeing that these results by browsing the successes of businesses that invest in SEO. This mini-guide covers some things every marketer and business owner should know about SEO.
The following is a short checklist of steps on what SEO includes for businesses.
Current status
Before starting to optimize your website for search and users, your company needs to evaluate your current status when it comes to SEO.
A site audit can discover where you need to improve and where you excel. A paid audit takes a deeper look at your SEO, even using free SEO checkers that are also available around for your use.
Keyword research
Your online visibility in relevant search results is built by SEO. Your in-house team or your SEO agency or helper company will determine which search results matters to your business and its goals.
Keywords become useful here. With keyword research, your team investigates keywords related to your business, as well as those used by your target audience. You can also uncover relevant keywords like by researching your competitors or browsing your social media.
Site optimization
Your company can start optimizing your site after you audit your website and research your keywords. In some instances, you can develop a strategy for your business. This is your game plan and what your company wants to accomplish with SEO.
There are several steps in optimizing your website. These include updating your title tags and Meta descriptions, adding targeted keywords to specific pages, improving your page speed, redesigning your website’s navigation and modifying your page URLs.
Re-optimization
You actually make a long-term and ongoing investment when you invest in SEO. Your business cannot optimize all your content and leave it.
Any increased visibility your site gains in search results will decay as competitors launch their SEO strategies since SEO is a long-term and ongoing investment.
This is why your company needs to continue to create new content, as well as optimize old content. With these, you can gain additional ground and appear in more search results relevant to your business and your audience.
Lead generation
SEO improves lead generation. Your company can have a heavy focus on lead generation depending you’re your industry and business model.
If you want to earn high-quality leads for your sales team to close, SEO can help your business accomplish this goal. SEO delivers dozens of data points that provide valuable insights about your audience. This information can inform your SEO strategy. For instance, you can tailor the tone, style, and writing level of your content to your audience. It makes users feel like your business understands them/ it can motivate them to submit quote requests or contact you.
Brand awareness
A successful marketing strategy boosted by SEO is building brand awareness. While brand awareness may not result in an immediate sale or lead, it can help your business start a relationship with future clients, as well as improve the loyalty of current customers.
Your business can appear in not only service- or purchase-related searches but also queries signature to users in the early stages of the buying funnel. As your company continues to appear higher in search results, you become a trusted point-of-reference for shoppers. When they’re ready to purchase, call, or inquire about a product, expect your business to earn a spot on their list.
Importance
In digital marketing, SEO is a fundamental part of the reason that people conduct trillions of searches every year. The intent is to find the information about products and services. By tradition, greater visibility and higher ranking in search results compared to your competition definitely have a material impact on your bottom line.
SEO benefits
Search engine optimization is now a big part in online marketing because search is now one of the primary ways utilized by users in navigating the web. Search engines like Google, Bing, Yahoo, Baidu and Yandex have been used by visitors in over 2.5 trillion searches even way back in 2014. Search results are presented in an ordered list, and the higher up on that list a site can get, the more traffic that site will tend to receive. The number two and three results have significantly less traffic.
Business owners ever since try to manipulate the search results by way of SEO so that their site shows up higher in the SERP (search result pages).
When you understand what your website users want, you can then implement that knowledge of SEO across your campaigns (paid and organic), across your website, across your social media properties, and more.
