Search engine optimization (SEO) is the process of improving a website’s visibility in search engines such as Google. The goal is to increase traffic from organic search, capture visitors from sources including TV ads, and lower customer acquisition costs compared to paid channels. Without SEO, an estimated 90% of web pages go unnoticed by the average user.
Why does SEO matter for businesses?
SEO delivers benefits that compound over time. A well-optimized site can:
- Increase brand visibility and generate leads for ecommerce sites.
- Capture traffic from TV ads and other off-site sources.
- Stay present at every step of the customer’s journey.
- Reduce customer acquisition costs by attracting relevant organic traffic. Search engines index millions of pages daily, so strong rankings bring in visitors at a low cost.
- Build brand awareness and reputation through higher-quality content.
How does SEO work?
Search engines display results in an ordered listing. SEO is the set of efforts that push a site toward the top of that listing by matching content to what users are searching for. Search engines are looking for the right answer, so the aim is to provide the best possible information to those users. More visibility means more visitors, and more visitors typically means more sales.
Getting started with SEO
The first step is understanding how potential customers search for your products and services. Keyword research tools such as Semrush can help analyze the search terms prospective customers use. From there, build content that addresses those needs and matches user intent.
Is SEO right for every business?
SEO is effective, but it is also a strategic process that requires constant innovation. For small teams, SEO can be time-consuming and may pull focus from other priorities. Larger or higher-stakes sites should weigh additional signals: a financial services site should pay special attention to E-A-T signals, and a medical advice site should focus even more heavily on E-A-T and content quality. The right fit depends on the size of the organization, the topic area, and the resources available to maintain the work.
FAQ
What is search engine optimization?
Search engine optimization (SEO) is the process of improving a website’s visibility in search engines such as Google in order to attract more organic traffic, leads, and sales.
Why is SEO important?
SEO matters because an estimated 90% of web pages go unnoticed by the average user without it. It increases brand visibility, generates leads, lowers customer acquisition costs compared to paid channels, and helps a business appear at every step of the customer’s journey.
How do you start an SEO strategy?
Start by understanding how potential customers search for your products and services, then use keyword research tools such as Semrush to analyze those search terms. Build content that addresses user needs, and weigh extra signals like E-A-T for higher-stakes sites such as financial services or medical advice.
Related coverage
- SEO for Business Owners: Understanding the Power of Search Engine Optimization
- Local Search Engine Optimization
Related coverage
- SEO for Business Owners: Understanding the Power of Search Engine Optimization
- Local Search Engine Optimization