Search engine optimization (SEO) is the practice of improving a website to be more visible in search engine results pages (SERPs). SEO involves developing and publishing content to target specific keywords or phrases to increase organic traffic, clicks, and conversions.
An effective SEO strategy requires an in-depth knowledge of how search engines operate and what your target audience is searching for, along with an awareness of current digital marketing trends and best practices, including being able to analyze data to see how it relates to business goals.
SEO (Search Engine Optimization) is an ongoing process that considers factors like page content, site architecture, links and social signals in order to stay ahead of competitors. SEO plays an integral part in any digital marketing campaign and must be treated as such, understanding that results take time.
Investment in SEO can be seen as an investment in both your online presence and future of business, with potential returns that could be substantial. SEO can drive qualified visitors to your site, leading to more conversions and business for you – as well as serving as an effective brand awareness and credibility building tool.
Search engines rank you at the top when they do their searches, placing you as an authority figure within your industry and making you the go-to resource for advice or recommendations from customers. It also puts your products and services front of mind for users searching search engines – it puts your brand directly in their minds, placing you front of mind for customers looking for expert guidance in certain industries.
Search engine results pages (SERPs) can be an overwhelming jungle of competition online, and SEO gives your business the edge it needs to stay at the top. When potential customers type your company name into search bars, your website should appear prominently as one of their first results.
As Google’s search algorithms change, SEO tactics must also adapt. But some key aspects of effective SEO remain the same.
Google’s algorithm utilizes billions of pages and ranks them according to hundreds of ranking factors – such as relevance of content to query, trustworthiness of website and when published – in order to provide searchers with the most pertinent results. Furthermore, “Featured Snippets” appear on SERPs as answers or images related to specific queries; their placement depends on this same algorithm which determines results for every search query.