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The Importance of Search Engine Optimization (SEO)

While you have heard that SEO, or Search Engine Optimization, is a useful and necessary digital marketing tool, you may not be exactly sure what SEO entails in this day and age. This post breaks down what SEO is, why it is important, and how to implement best practices so that your brand is more discovered than ever online.


What is SEO?

SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. A higher ranking when someone searches a term in your industry increases your brand’s visibility online. This, in turn, gives you more opportunities to convert qualified prospects into customers. When done correctly, SEO can help your brand stand above others as a trustworthy company and further improve the user’s experience with your brand and website.


Why is SEO Important?

Visibility and Rankings

When searching for a service or product online, users are more likely to choose one of the top five suggestions that the search engine shows them. SEO helps you rank higher in search results and get more visibility online, making potential customers more likely to click over to your site and convert.

Web Traffic

To put it simply – if potential customers can not find your website, sales opportunities are being missed. SEO increases your organic search engine traffic, in turn increasing the number of visitors your page sees each day. This directly correlates to an increase in sales – because the more relevant people that see your site, the more likely you are to sell to them.

Trustworthy

The better your SEO score is, the higher you will appear on search engines like Google and Bing. While ranking higher on Google is appealing to all brands because on increased visibility, a secondhand benefit is the trust you gain with potential customers. Users tend to defer to the recommendations that a search engine generates, so having a higher position for the keywords a user is searching for will, in turn, solidify your product or service as trustworthy in the user’s mind.

User Experience

A well-optimized website clearly communicates what product or service is being offered, how to obtain it and answers any questions surrounding it. By catering the site build to the user’s experience, search engines like Google and Bing are able to easily pull the information they need to then relay to users. If a user struggles to navigate your site, chances are that search engines do as well.

Growth

There’s no doubt about it – SEO is key to the growth of your brand. As we mentioned above, the higher you rank on a search engine for a variety of high-volume keywords, the more organic (aka non-paid) web traffic your site will receive. It’s as simple as that.

A website that is well-optimized is more likely to gain more customers and make more sales. People are also more likely to then share your brand across other social platforms like Facebook or Instagram once they’ve found your website through a search engine.


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