What Is SEO & Why Is It Important For Business?

Business
SEO or search engine optimization concept

A Short Overview of SEO

If you have ever had a conversation about digital marketing techniques, you’ve probably heard the term SEO tossed around. You might know that SEO is important and has something to do with search engines. But what exactly is SEO? In this article, we will explain SEO, why it is good for your business, and why you need it.

SEO stands for Search Engine Optimization. In the simplest of terms, good SEO optimizes your visibility online. This means that the more people see your website, the more your online traffic increases, and the better your chances to provide your product or service to a greater number of people. Let’s break down why SEO is so important.

There are only 10 spots—that’s right, just 10—on a Google search page. So ask yourself, when you type in a Google search, how often do you venture off the first page onto the second, third, or twentieth page of the search results? Chances are, you rarely have to because the first few options on that very first Google page contain the information you requested in your search query.

If a prospective customer types in a topic relevant to what your business can provide, don’t you want to be on that first search results page alongside your competitors? If you aren’t in one of those top ten search spots, another business just gained a new customer—or, you just lost one.

This is the importance of SEO for your business: SEO gives you the power to be the answer to potential customers’ questions. In addition to visibility and traffic increase, SEO contributes to your authoritative voice in your field. Authority then leads to brand trust, which ultimately leads to brand loyalty.

When asking the question why is SEO good for business, the answer is that SEO not only attracts new customers but over time it also allows you to deepen your business’s relationship with those customers because of the trust you have established with them.

How SEO Works

SEO has everything to do with quantity and quality. The better your website is on both the back and front ends, the better traffic you will get, and the more search engines will increase your search rankings. Building SEO works by combining SEO elements using a data-driven approach. These factors include:

  • Keyword analysis
  • Backlink building
  • Content creation

Let’s take a look at how each of these strengthens your SEO for your digital marketing.

Keyword Analysis

Words are powerful, and certain words have the power to control your rankings online. Keywords can be single words or phrases that people frequently use to find what they are looking for. Keywords need to be researched and strategically placed in your content so that the quality of your content is high while still utilizing frequently searched words.

Keywords are one of the reasons why you need SEO for your business. Prospective customers will use certain words or phrases to search for a product or service. If your content contains those words and phrases used by customers, you will increase your visibility because you are providing the answers by specifically utilizing the appropriate keywords. The most effective SEO keywords will be those that are carefully researched and analyzed.

Backlink Building

Backlinks are elements on your website that link back to other credible, high-quality websites. Building backlinks improve your credibility because you are citing sources that are relevant to your area of expertise. For example, including current, trending events straight from their source can increase your credibility.

Backlink building should be done strategically so that your content does not get lost in a sea of other sources, which can be problematic. For example, plagiarism is taken very seriously and you do not want to present other people’s content as your own. Metric Marketing performs backlink cleanup if that is necessary for your site. Backlink building can absolutely enhance your SEO but it needs to be done carefully and ethically.

Content Creation

Content is where your SEO really comes to fruition. Your content allows you to communicate directly with your audience of existing and prospective customers. This is where your keywords help you build authority, trust, consistency, and engagement. Strong content can balance the human side of your customer-driven business with the data-driven analytics necessary to optimize your digital presence.

Content is anything that your audience views or hears, including:

  • Blogs
  • Webpage text
  • Infographics
  • Videos
  • Social media posts
  • Podcasts
  • Newsletters

Your content drives SEO by directly engaging with current and potential customers, thus driving traffic. Your content tells your audience who you are and what you offer.

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