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Search Engine Optimization (SEO) is the encompassing definition of putting together a three-part strategy which includes:

  • The ongoing technical optimization of a website to make sure that Google is able to properly read and index the pages which are meant for Google, its desktop and mobile rankings, and other engines.
  • The inclusion of content on the transactional, informational, and publishing level on websites so consumers and engines can easily define a page or section of the site, its importance and relevance to natural search queries and subject matter. Navigation is a part of content strategy, so interlinking plays a big part here.
  • The ability to promote content which is shareable and supports the above-mentioned SEO goals. Sharing content via outreach, PR, link building and amplification initiatives lead to signals from authority sites in the same topical neighborhood of the site being optimized, which in simple terms means you get great links that Google loves.

 –Loren Baker, Founder Search Engine Journal.

A good SEO professional not only understands the searcher, but the competitive landscape as well. It isn’t enough to just understand the user’s task, search marketers need to understand what other options are in the marketplace, and how they can fill the gap to provide a better solution for the user’s task. Here are some reasons that should convince you to use SEO for your business or brand;

1. Organic Search Is Most Often the Primary Source of Website Traffic

Organic Search is a huge part of most business’s website performance, as well as a critical component of the buyer funnel and ultimately getting users to complete a conversion or engagement.

As marketers know, Google owns a significantly larger portion of the search market than competitors like Yahoo, Bing, Baidu, Yandex, DuckDuckGo, and the many, many others.

That’s not to say that all search engines don’t contribute to a brand’s visibility — they do — it’s just that Google owns about 75 percent of the overall search market. It’s the clear-cut leader and thus its guidelines are important to follow.

But the remaining 25 percent of the market owned by other engines is obviously valuable to brands, too. Google, being the most visited website in the world (as well as specifically in the United States), also happens to be the most popular email provider in the world (with more than 1 billion users). Not to mention YouTube is the second biggest search engine.

We know that a clear majority of the world that has access to the internet is visiting Google at least once a day to get information.

Being highly visible as a trusted resource by Google and other search engines is always going to work in a brand’s favor. Quality SEO and a high-quality website takes brands there. Understood? okay good.

2. Good SEO Also Means a Better User Experience

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Everyone wants better organic rankings and maximum visibility. Few realize that optimal user experience is a big part of getting there.

Google has learned how to interpret a favorable or unfavorable user experience, and a positive user experience has become a pivotal element to a website’s success.

Customers know what they want. If they can’t find it, there’s going to be a problem. And performance will suffer.

A clear example of building a strong user experience is how Google has become more and more of an answer engine offering the sought-after data directly on the SERPs (search engine results pages) for users.

The intention of that is offering users the information they are looking for in fewer clicks, quickly and easily. Quality SEO incorporates a positive user experience, leveraging it to work in a brand’s favor.

3. Local SEO Means Increased Engagement, Traffic & Conversions

With the rise and growing domination of mobile traffic local search has become a fundamental part of small- and medium-sized businesses’ success.

Local SEO aims at optimizing your digital properties for a specific vicinity, so people can find you quickly and easily, putting them one step closer to a transaction.

Local optimizations focus on specific towns, cities, regions, and even states, to establish a viable medium for a brand’s messaging on a local level.

SEO pros do this by optimizing the brand’s website and its content, including local citations and back links, as well as local listings relevant to the location and business sector a brand belongs to.

To promote engagement on the local level, SEO pros should optimize a brand’s Knowledge Graph panel, its Google My Business listing, and its social media profiles as a start.

There should also be a strong emphasis on user reviews on Google, as well as other reviews sites like Yelp, Home Advisor, and Angie’s List (among others), depending on the industry.

4. SEO Impacts the Buying Cycle

Customers do their research. That’s one of the biggest advantages of the internet from a buyer perspective. Using SEO tactics to relay your messaging for good deals, groundbreaking products and/or services, and the importance and dependability of what you offer customers will be a game changer.

It will also undoubtedly impact the buying cycle in a positive way when done right.

Brands must be visible in the places people need them for a worthy connection to be made. Local SEO enhances that visibility and lets potential customers find the answers, and the businesses providing those answer. With the use of keywords, you can ultimately boost your buying cycle.

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5. SEO Best Practices Are Always Being Updated

It’s great to have SEO tactics implemented on a brand’s website and across its digital properties, but if it’s a short-term engagement (budget constraints, etc.) and the site isn’t re-evaluated consistently over time, it will reach a threshold where it can no longer improve because of other hindrances.

The way the search world evolves, basically at the discretion of Google, requires constant monitoring for changes to stay ahead of the competition.

Being proactive and monitoring for major algorithm changes is always going to benefit the brands doing so.

We know Google makes thousands of algorithms changes a year. Fall too far behind, and it will be extremely difficult to come back. SEO pros help to ensure that is avoided.

6. Understanding SEO Helps You Understand the Environment of the Web

With the always-changing environment that is the World Wide Web, it can be a challenge to stay on top of the changes as they take place.

But staying on the top of SEO includes being in the loop for the major changes taking place for search. SEO helps you to keep track of new keywords and also you get to be at the top always.

Knowing the environment of the Web, including tactics being used by other local, comparable businesses and competitors, will always be beneficial for those brands.

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