SEO is “search engine optimization”. Simply put, it means the process of improving your site to increase its visibility as people search for products or services related to your business on Google, Bing, and other search engines. The better your site’s visibility in search results, the more likely you are to attract attention and attract future and existing customers to your business.
How does SEO work?
Search engines like Google and Bing use robots to crawl websites, the crawl bots go from page to page, collect information about pages and index them. Think of the index as a giant library where a librarian can pick up a book (or website) to help you find what you ‘the searcher’ are currently looking for.
The algorithms further analyse the index pages and track hundreds of ranking factors as signals to determine which pages should appear in the search results for a given query. Again think of the library, a librarian can read each book in the library and tell you exactly who has the answers to your questions.
Our SEO success factors can be seen as representative of aspects of the user experience. In this way, search engines estimate how well a website or webpage can provide a searcher with what they are looking for – what we call ‘searcher intent’
In short the goal of Google (& other search engines) is to as closely as possible match the search query to the “best” page. That answer the query most accurately.
Why is SEO important for marketing?
SEO is an essential part of digital marketing because people conduct trillions of searches every year, always for the commercial purpose of finding information about products and services. Search has always been the primary source of digital brand traffic and serves other marketing channels. Greater visibility and higher rankings in search results than your competitors can have a significant impact on your end result.
However, search results have improved in recent years to provide users with more direct responses and information that is more likely to stay with users on the results page instead of redirecting them to other websites.