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What exactly is SEO?

Updated: Jan 10, 2022

SEO stands for search engine optimization, a set of practices designed to improve the appearance and positioning of web pages in organic search results. Because organic search is the most prominent way for people to discover and access online content, a good SEO strategy is essential for improving the quality and quantity of traffic to your website.

Why is SEO important?

To understand the value of SEO, let's break our definition into three parts:

  • Organic search results: the unpaid listings on a search engine results page (SERP) that the search engine has determined are most relevant to the user's query. Ads (in this context, PPC or pay-per-click ads) make up a significant portion of many SERPs. However, organic search results are distinct from these ads because they are positioned based on the search engine's organic ranking algorithms rather than advertiser bids. In addition, you can't pay for your page to rank higher in organic search results.

  • Quality of organic traffic: how relevant the user and their search query are to the content that exists on your website. You can attract all the visitors globally, but if they're coming to your site because Google tells them you're a resource for Apple computers when you're a farmer selling apples, those visitors are likely to leave your site without completing any conversions. High-quality traffic includes only visitors genuinely interested in the products, information, or other resources your site offers. High-quality SEO capitalizes on the search engine's effort to match a user's search intent to the web pages listed in the SERP.

  • Quantity of organic traffic: the number of users who reach your site via organic search results. Users are far more likely to click on search results that appear near the top of the SERP, which is why it's essential to use your SEO strategy to rank relevant pages as high as you can. The more high-quality visitors you attract to your site, the more likely you will see an increase in valuable conversions.

Suppose you are an agency or in-house SEO looking for resources to educate your clients or company stakeholders about search marketing. In that case, we suggest making a copy of, personalizing and sharing this presentation on the basics and value of SEO.

Let's take the time to discuss your SEO needs and see what great power lies behind the code!

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