SEO, which stands for “search engine optimization,” is the complex process by which free, organic, editorial or natural content makes its way into search engine results. It’s a mandatory marketing tactic that must be utilized in order for a website’s content to show up in search engines like Google, Bing or Yahoo.
SEO encompasses many aspects that involve both technical and creative elements all of which are used to improve rankings, drive traffic, and increase awareness of individual websites within search engine results. From the words on the page to the title to the way other sites link to a particular site, all of these components factor into how “search engine-friendly” a website is.
Although social media does generate website traffic, search engines are the primary method of navigation for internet users as they look for information, services, products, or simply random “stuff”. Most web traffic is driven by these major commercial search engines, with the following market shares as of January 2015:
1.Google at 74.8%
2.Bing at 12.4%
3.And Yahoo! At 10.9%
Each of these search engines produces a listing of content that is ranked by what that particular search engine considers to be the most relevant information based on the specific search criteria. Payment is not a factor in this ranking as it is in SEM – Search Engine Marketing – that deals with purchased ads.
A visual explanation of SEO—pictures are good!—that unravels the mysteries of SEO can be found here.
WHY is SEO so important?
1.Search engines bring targeted traffic right to your online doorstep. That is, if said search engine can first find your site and then connect or categorize it correctly. If search engines cannot find you, or add your content to their databases, you’ll miss multiple opportunities to drive traffic to your business.
2.Targeted traffic to you company via the web will provide publicity and exposure in addition to revenue potential at a level unlike any other channel of marketing, making SEO an exceptional value versus other types of promotion.
3.Consider the loyalty/trusted resource factor as well. When you show up in searches even loosely related to your company’s services or products, these scenarios are an opportunity to stay on the customer’s radar and to make a connection. Both instances can solidify your reputation as a trusted and valued asset in the industry, with the strong potential for future sales.
Consider this example. Let’s say you sell personalized, custom-printed mouse pads. What makes more sense? Advertising your wares on a flashy billboard for area drivers to see OR having your company show up each time anyone in the world types “personalized mouse pads” into a search engine? Well, it’s almost a given that you’ll gain more sales potential from the people who are seeking you out with intent to purchase your particular product than from random passersby.
Next week’s post – SEO Part Two – will focus on the details and complex factors surrounding SEO ranking.
At ASJ Partners, we know it’s all about SELLING MORE, WINNING MORE and BEING FOUND MORE. Our staffing agency specific SEO services will help you with:
Increased rankings
Increased conversions
Increased traffic
Increased market share
