What is SEO?

Search engine optimization — also known as SEO for short — is a powerful marketing strategy that helps businesses increase traffic to their websites. Whether it’s a small start-up or a multinational corporation, visibility on search engines can play a huge role in getting qualified leads. But what exactly is SEO, and why is it so important?

The Basics of SEO

SEO involves optimizing a website to increase its visibility on search engine results pages (SERPs). We can break SEO down into two schools of thoughts — on-page and off-page.

On-Page SEO

On-page SEO refers to optimizations made directly on a website. This involves picking relevant keywords for the online content, and writing with these terms in mind. If it’s done right, search engines will index this content and push the website up on the SERP. Let’s look at an example:

We’ll say we’re working with an ammunition manufacturer to improve its on-page SEO. We’d use a tool like Moz or SEMRush to identify relevant keywords that have a decent number of monthly searches on search engines. A great example might be “ammunition manufacturers.” We’d work this keyword into a blog or webpage. If it’s written well enough, search engines will recognize that the site is relevant to that keyword, and offer it as a result when someone searches for that keyword online.

On-page SEO also involves ensuring that meta tags, URL structure, and internal linking are all optimized. This way, the website is user-friendly, informative, and easily accessible to search engine crawlers.

Off-Page SEO

Unlike on-page SEO, off-page SEO focuses on factors that occur outside your website but still impact your ranking. This involves building backlinks from reputable and relevant websites, guest posting on other websites, and social media marketing. The goal of off-page SEO is to get search engines and users to see your site as more trustworthy and authoritative.

Why Does SEO Matter?

There are four main reasons why a business should invest in SEO. They include:

1. Increased Visibility

The more keywords a website ranks for, the more visible it becomes to potential visitors. Improved visibility means more organic traffic, which can translate into higher brand awareness, leads, and sales.

2. Credibility and Trust

Websites that appear at the top of search results are often perceived as more credible and trustworthy by users. By optimizing your website for SEO, you signal to search engines that your content is valuable and authoritative, which enhances your reputation in your industry.

3. Long-Term Results

Unlike many other marketing strategies, SEO is constantly working to bring in more leads. Think about paid advertising. You constantly have to put money into that channel to produce results. Once you stop investing, the leads dry up. With SEO, the content created stays on your site indefinitely. It’s there to bring in leads for years to come.

4. Competitive Advantage

SEO can give you a huge advantage over your competitors. By outranking them on relevant keywords and offering superior content and user experience, you can attract more consumers and establish yourself as a leader in your industry.

SEO Produces True Results, Every Time

SEO is a huge cornerstone of online visibility and success. By optimizing your website for search engines, you can improve its visibility, credibility, and relevance. Ultimately, this drives more organic traffic to help you achieve your business goals. So, invest the time and effort into mastering the art of SEO, and watch your website soar to new heights.

About the Author

Jessica Kusisto is a copywriter who is obsessed with learning everything she can about marketing. By day, she works for NgageContent — a totally rad inbound marketing agency. By night, you can find her writing for SMB Catapult, reading, or relaxing with some trashy reality TV.