While social media is often seen as the #1 digital marketing format for brands, the truth is that it’s a distant second place behind the organic potential offered by search engines. According to a 2019 report from Wolfgang Digital, online stores get 35% of their total traffic and 33% of its revenue from search engine results pages. Additionally, SEO marketing not just an effective way of promoting your business on its own, but it can also ensure that more people see your other marketing offerings. Though it can be a bit complicated and difficult to understand at first, SEO marketing is one of the most important strategies for building a brand’s online presence.
What Is SEO?
SEO stands for “Search Engine Optimization.” This refers to the practice of improving the quality and quantity of search engine traffic by researching and integrating keywords into your online content. The goal of SEO is to make your content match potential visitor’s intent, which increases the likelihood that it will appear high up on their search results. As such, the practice of search engine optimization is all about understanding how search engines work and how searchers (your potential customers) use them, then using this information to improve your copy to increase the likelihood of showing up in on search engine results pages (SERPs).
How Does It Work?
SEO marketing combines on-page and off-page strategies that work together to bring more potential customers to one’s website and other online content. There are many ways to accomplish this. Some of the more common practices involved in SEO marketing include:
- Using keywords that are relevant to your target audience.
- Optimizing your web pages to keep them organized and mobile-friendly.
- Optimizing web pages to load quickly.
- Creating engaging and keyword-laden title tags.
- Tweaking your web pages’ meta descriptions.
- Using descriptive URLs and clean HTML coding.
- Including external links to reputable websites.
These strategies have two main focuses: making your content more easily accessible and making it more relevant to your target audience. In the case of the former, using the right keywords and optimizing your web pages increases the likelihood that your content will rank high on search engine results. Keyword selection also tailors your content towards the specific needs and interests of your target, guaranteeing that not only are you getting more web traffic, but higher quality web traffic.
Why Is SEO Important?
In our digital world, almost every website needs some form of optimization to get better search engine results and perform better overall. Whether you’re improving the user experience or making your content more relevant to your audience, there is no reason not to invest in search engine optimization if your business has an online presence. With the first position in Google getting roughly 33% of search traffic, you want to do whatever you can to get higher in results.
Most importantly though, it is important to note that SEO marketing isn’t just valuable on its own: it’s all about improving the effectiveness of your other marketing content. Some people try to compare SEO marketing and content marketing, arguing that one is more important than the other. In practice though, SEO marketing and content marketing are intrinsically linked: the main purpose of the former is enhancing the latter.
SEO marketing is a highly technical practice and one that can be difficult to understand, but the many benefits that it offers are undeniable. Unless you are analyzing your online content based on its SEO potential, you cannot be sure if you’re targeting the right audience. But by making some tweaks to your on- and off-page strategies, you can make sure you are getting better search engine placement and drawing in the customer base that you are looking for.