What is search engine optimization?

Search engine optimization (SEO) is an area in digital marketing that focuses on increasing your business’ visibility on search engine results by improving your website’s rankings. This may be done by adding content that includes specific keywords or phrases, rewriting HTML title tags, fixing structural issues, obtaining quality inbound links, testing website layouts, and experimenting with marketing and advertising techniques.

Why is it important?

Search engine optimization is a guaranteed method to increase traffic to your site and hence, increase the rankings on search engines. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However, Google implemented a new system which punishes sites whose content is not unique. On the off-chance that you’re running a healthy business even without good search engine visibility for your high search volume keywords, then imagine how much more money you could make when you rank for them and reach those extra customers and make more sales.

In a study released by Informza, it was revealed that nearly 75% of web users never actually travel past the first page of search engine results. Given the fact that it is virtually impossible for eCommerce platforms to reach these valuable rankings on Google or other search engines, the correlation could, therefore, be made that an absence of SEO leads to an almost certain absence of visibility.

It takes time, knowledge of SEO, and successful implementation of the desired on- and off-page SEO factors to optimize your website for high rankings in search engines. Developing a web design incorporating SEO is a careful balancing act because, if it’s done incorrectly, search engines will view the site as being “spammy.” For example, if the site contains too many keywords, it won’t rank at all. SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Therefore, analytics are considered the cornerstone of all SEO efforts and marketing strategies. They help in measuring the sales and the traffic of your site and helps in determining the success or failure level.

How can it help your business?

Search engine optimization helps businesses to find new customers and promote their brand on top pages of search engines that make easy for users to find your brand. The main purpose to rank in the top few results for keywords your potential customers are typing into the search engines. When people search online for your services and products, you want your own business advert to appear as close to the top of the page on Google, Bing or another search engine as possible. By properly managing your SEO strategy and constantly working towards maintaining your rankings, you are more likely to outshine your competition in online.

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