We all here a lot about “SEO” and the popular term “Search Engine Optimization”, but as business owners, do we really know what it means and what’s its significance to our business?
It is important to understand that SEO is more of a practice pertaining to the World Wide Web i.e. anything that is online. The general way of “searching” anything online is by going to search engines such as Google, Yahoo and Bing and just simply searching content with “keywords”.
The result (pages) that these search engines fetch is with the help of the so called “SEO” mechanism. So to put it in a definition format: SEO (Search Engine Optimization) is the process by which a website or web-page can be optimized in such a way that it appears as a relevant search result, which in turn generate traffic or visitors to your website or web-page. Typically speaking, the earlier and more frequently a website appears in the search results list, the more visitors it will receive from the search engine’s users.
So think about it this way: Search Engine Optimization is an un-paid or rather natural (organic) way that helps in generating traffic or visitors to your website or webpage.
In an ideal scenario, when we search something online, search engines with the help of inbuilt algorithms, check or “crawl” through billions of documents and do two things – first, return only those results that are relevant to the search query or keyword, and second, rank those results in order of perceived usefulness. Hence, it is both “importance” and “relevance” that the process of SEO is intended to influence.
SEO as a Marketing Strategy
The key to building a successful online marketing strategy that revolves around principles of SEO is to know and have empathy for your online visitors. Once you understand what the average searcher, and more specifically, your target visitors, is looking for, you can more effectively work around your overall SEO approach. “Keywords” are the key to the success of any SEO initiative. The right kind of keywords can fetch you the right kind of traffic.
The other important thing to keep in mind is that your website should rank in the first few pages of the search. This is again more of an “organic” outcome of all your SEO efforts and will get stronger with time. Appearing at the top of the results not only provides the greatest amount of online traffic, but encourages trust in viewers as to the worthiness and relative importance of the company/website.