SEO, also known as “search engine optimization”, is the process of improving your website to increase its visibility for relevant searches. In short, the better visibility your site has in search results, the more likely you are to gain attention and attract new customers.
How does SEO work?
Search engines such as Google use bots to crawl pages on the internet, going from site to site, collecting information about those pages and putting them in an index. Then, algorithms analyse pages in the index, taking into account hundreds of ranking factors, to determine the order pages should appear in the search results for a given query.
Search ranking factors can be considered proxies for aspects of the user experience. For example, content quality and keyword research are KEY factors of content optimization, and crawlability and mobile-friendliness are important website architecture factors.
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.
Why is SEO so effective for digital marketing?
SEO is a fundamental part of Digital Marketing because people conduct billions 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, search results have evolved over the 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. Additionally, 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.
Where to start?
For further help with SEO, contact us and we will teach you to all the key concepts you need to know, including the elements for successful on-page and off-page SEO, plus an insight into the strategies that can hurt your rankings.