Why Is SEO Important For Marketing?
SEO or Search Engine Optimization, as the name suggests, is a way to optimize a website or a webpage and regulate online traffic toward your portal. A process that involves improvisation of online content as per various search engines, especially Google, SEO is used to enhance and upgrade a web page’s rank to make it more popular and organized for the user’s reference.
As content is the main requirement for SEO, it is also helpful in optimizing online content with regard to keywords. A major component of online marketing, content is optimized as per search engine optimization Google norms and is thus created in a manner that serves the purpose of the readers as well as profits the website owner.
Engaging unpaid means to increase online traffic, SEO not only optimizes online content efficiently but also brings in more web traffic in terms of both quality and quantity. Furthermore, it directs users toward appropriate web pages according to their search results.
What Is SEO?
SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. A higher ranking when someone searches a term in your industry increases your brand’s visibility online. This, in turn, gives you more opportunities to convert qualified prospects into customers. When done correctly, SEO can help your brand stand above others as a trustworthy company and further improve the user’s experience with your brand and website.
How SEO Works
Search engines such as Google use an algorithm or set of rules to determine what pages to show for any given query. These algorithms have evolved to be extremely complex and take into account hundreds or even thousands of different ranking factors to determine the rankings of their SERPs. However, there are three core metrics that search engines evaluate to determine the quality of a site and how it should rank:
- Links – Links from other websites play a key role in determining the ranking of a site in Google and other search engines. The reason is, a link can be seen as a vote of quality from other websites since website owners are unlikely to link to other sites that are of poor quality. Sites that acquire links from many other sites gain authority (called “PageRank” in Google) in the eyes of search engines, especially if the sites that are linking to them are themselves authoritative.
- Content – In addition to looking at links, search engines also analyze the content of a webpage to determine if it would be relevant for any given search query. A large part of SEO is in creating content that is targeted towards the keywords that search engines’ users are searching for.
- Page structure – The third core component of SEO is page structure. Because webpages are written in HTML, how the HTML code is structured can impact a search engine’s ability to evaluate a page. Including relevant keywords in the title, URL, and headers of the page and making sure that a site is crawlable are actions that site owners can take to improve the SEO of their site.
Why Is SEO Important For Marketing?
There is no doubt that SEO is extremely important for building a popular website. When it comes to what is seo and its importance, there are multiple benefits that a website owner can reap from the importance of SEO. By following fairly easy techniques, SEO can become extremely crucial for a web page.
Content is a vital part of SEO because it’s the vehicle you use to reach and engage audiences. Knowing your angle and crafting content that fits is essential.
For instance, if you owned a nursery and wanted to increase your visibility, you might publish a series of blogs about gardening, choosing the right species of plants, growing tips, and more. When a person who wanted to know about gardening went looking for that information, your blog would come up, and you’d be able to build a relationship with that prospect by providing valuable information. The idea is that when the time came for that prospect to buy a plant, for instance, you’d be the first nursery that came to mind.
A well-optimized website clearly communicates what product or service is being offered, shows how to obtain it, and answers any questions surrounding it. User experience is a major ranking factor for Google. This means that by catering the site to appeal to search engines like Google and Bing, you’re also catering it to the user’s experience. This means both search engines and users are able to easily get the information they need. On the other hand, if a user struggles to navigate your site, chances are that search engines will as well.
Increased web traffic is one of the main goals of SEO, and you increase traffic when you increase visibility and rankings. Consider this for a moment: the #1 spot on a Google search gets nearly 32% of clicks and moving up just one spot in search results can increase CTR by an amazing 30.8%.
The golden grail for many marketers is the ‘Featured Snippet’ which is often referred to as position #0 as it appears above the first ranked URL. This is usually content that’s taken from a landing page on a blog that answers a question people are searching for and can give your organic click-through a huge boost.
There’s no doubt about it—SEO carries a lot of importance for the growth of your brand. As we mentioned above, the higher you rank on a search engine for a variety of high-volume keywords, the more organic (aka non-paid) web traffic your site will receive. It’s as simple as that.
A website that is well-optimized is more likely to gain more customers and make more sales. People are also more likely to then share your brand across other social platforms like Facebook or Instagram once they’ve found your website through a search engine.
Creating a Better Visitor Experience
Another reason SEO is critical is that all the time you put into generating great content and on-page SEO optimization improves the usability of your site. This creates a seamless and positive customer experience.
For instance, when you take steps to make your site responsive, it will make it usable for all your mobile visitors as well as people who visit from a laptop or desktop. Similarly, by increasing your page load speed, you’ll reduce your bounce rate and encourage visitors to spend longer on your site. Consumers expect a page to load as quickly as possible with a limit on loading to not creep past three seconds! The longer the load time, the higher the bounce rate and the lower your conversions.
The better optimized your site is, the higher you’ll appear on search engines like Google and Bing. While ranking higher on Google is appealing to all brands because of increased visibility, a secondary benefit is the trust you gain with potential customers. Users tend to defer to the recommendations that a search engine generates, so having a higher position for the keywords a user is searching for will, in turn, solidify your product or service as trustworthy in the user’s mind.