So the question that most want to know is what exactly is SEO and why exactly should I care about it? Well, this is a question that many don’t know to inquire about, so here it is plain and straightforward. First things first, SEO stands for Search Engine Optimization, It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results as its called on your search engines such as Google, Bing, and Yahoo. These have primary search results, where web pages and other content such as videos or local listings are shown and ranked by your audience based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads. So in a nutshell, using the proper SEO tactics like a decent wordplay on your site aka the appropriate Key Words, will allow people to find your site on the different search engines organically.
If your site does not properly execute its use of effective SEO techniques, you might as well consider it as just occupying a piece of real estate in the middle of nowhere that no one will ever know about. Before technology-enhanced, the way business owners interact with their customer's word of mouth went a long way. So when social media came on the scene those who got on board and embraced this new error only enhanced their brick and mortar and online presence. But ask yourself, a relatively new business created within this new error how will you compete with those who have the customer base that has grown with them pre and post new age tech? Here's some food for thought…. Imagine you own a store but never placing your address in the phone book or even on google maps to tell the world “I AM HERE” amongst a sea of other businesses. How will you stand out? So without further ado here are the three reasons on why SEO is important to your business.
1. SEO Improves User Experience
Being a successful SEO professional requires knowing more than just the intel of your business. People who choose to work in the search industry are constantly adjusting their strategies to changes Google makes on a daily basis. We don’t always know or completely understand every change Google makes to its algorithm. But we use the information Google shares with us to better position our websites to perform in organic search. We understand that Google’s algorithm has many ranking signals. They have made remarkable efforts the past few years to emphasize the messages related to engagement. Metrics like dwell time, time on site, pages viewed per session, and page load speed all been emphasized as having greater importance for Google to rank websites.
SEO is more than just looking for high volume keywords and link building. SEO professionals must understand and dive deeper into internal discussions about how to improve the overall user experience using new technologies that Google wants webmasters to adapt.
What are some of these new technologies? The push toward mobile responsive design, with the impending mobile-first index.
-The creation and introduction of Accelerated Mobile Pages (AMP).
-The inclusion of progressive Web Apps (PWA).
-The creation of Schema and rich snippet enhancements.
Google is constantly evolving to align better with user behavior. As Google changes their approach, it forces those of us who work in this space to also change and adapt. This is where SEO offers immense value to any organization. SEO professionals are always aware of the latest technologies and trends. SEOs offer insights and ideas on how to take advantage and implement these new technologies to rank better in search results. Having an SEO means you have a person who is always thinking about how to improve the user experience of the site to meet the expectations of today’s consumers. SEOs understand that to have sustainable success in organic search they must work with developers, designers, and engineers to create a sound basis for the website before they can even think about creating content. This means putting more emphasis on site performance in page speed, advocating for a mobile responsive experience, and figuring out how to structure all the data on their web pages.
2. SEO Helps Build a Stronger Brand
In addition to helping with the technical side, SEO is also a marketing channel. Most of our efforts are focused on building authority for our domains. Having success in the organic search channel requires a strong understanding of how Google’s algorithms work to understand the content on a website. Those indulging in the art of SEO creation must both know their target audience and create content that helps distinguish them from every other brand. Accomplishing this goal is a tall order considering that every website right now produces content, and only a handful of sites will get traffic for any query. Having someone on your team who knows how to pull in visitors from the most visited site in the world, Google is a valuable asset. SEO professionals understand what content is being searched for and – with the right tools – knows exactly where to focus their effort based on keyword research.
Creating a content strategy based on keywords focused on a businesses’ particular vertical allows the business to appear as an industry expert. When a company appears enough times in person’s search results, it will be seen as a trustworthy source of information, and that enhances the brand image creating loyal customers. The importance of being the first point of exposure is getting the first opportunity to answer a potential client’s questions is incredibly valuable. If the searcher enjoyed the experience of your website and enjoyed the content you were able to deliver from the first interaction, it is more likely they will look to your site again to consume more content. The repeat visits will also affect the user’s personalized search results.
3. SEO Offers Long-Term Success
SEOs understand the difficulty and the joy of ranking number 1 for any query.
Ranking high for any keyword with known search volume will generate consistent traffic for as long as it can retain that position.
Ranking for these keywords is hard, however. It requires a lot of work.
That’s why it’s important to focus on long-tail keywords. You can find opportunities others have missed delivering a steady stream of traffic to your clients for a longer period while dealing with less competition.
Targeting long-tail keywords require a solid understanding of how to create engaging content.
Organic search is an interesting channel because the search results are based on an algorithm’s interpretation of the most relevant results.
You can’t pay Google to rank your page higher in organic search, so success isn’t based on the amount of money you put in. Also, people tend to trust the organic results more than paid ad results.
So, being able to have success requires an individual who possesses a lot of skill and understanding on how to communicate with Google’s algorithm. There is a big learning curve for SEO and as Google changes it seems that whoever is first to adapt will also be the person who will help their business gain new customers before anyone else.
Why this Matters!
SEO offers every organization immense value because it requires a complete understanding of that agency’s and those around it a tremendous amount of leverage in the game as well as to their customers, and the organization’s internal teams. Giving your site the boost and tools to help you stay right on the ever-changing pulse of this unique system can only create one thing, a Win-Win outcome!
Organic search can be the first point of contact for a customer and a brand. This first point of contact can ignite further engagement for other channels such as following a social media channel or signing up for an email newsletter.
A channel that is always changing means a channel that is also constantly offering new opportunities to succeed before anyone else. This constant influx of change requires constant attention and a knowledgeable person to retain and to grow the existing organic search channel.