Why Search Engine Optimisation (SEO) Matters

What is SEO?
Search engine optimisation (SEO) is the practice of increasing a brand/website’s visibility to search engines. One of the objectives for this is to make the brand/website or organisation visible to the target audience and customers. About 81% of most customers, especially B2B buyers, use search engines to find a product or brand or information about it before they can make an order either online or offline. Most of these consumers will only click on results on the top page of a search result and hardly ever check the subsequent pages. For this reason, brands with a solid online presence have a better fighting chance in the digital era. Using professional digital marketers or utilisinggrants available in hampshire can help you get started on the right track.

When done correctly, a strong SEO campaign can see your website or pages show up on the top pages of a SERPs, based on the optimised keywords. Top-rated websites thus receive more traffic from search engines, which can be converted into potential and loyal customers/clients. This, however, requires identifying the right keywords to use for your marketing campaign.

Why Does It Matter?
Almost all brands and organisations create and publish appealing content to search engines, all in an attempt to earn a place on the top page of a search result. The idea is to have your website listed among the top 5 search results, where the target audience can click on the links to be redirected to your website. About 94% of all online traffic comes from search engines, a reason enough for everyone to want a piece of the cake. Traffic generated from search engines is commonly referred to as SEO or organic traffic– the most valuable of all in internet marketing.

Why SEO Is Crucial for Businesses
Google uses a complicated algorithm to determine the most relevant and suitable result for a user. Although no one knows or understands the exact algorithm used, careful studies have revealed a trend that marketers can act on. From research, google considers several factors when ranking and indexing websites. By indexing and ranking websites based on the content published, the search engine determines which results to display when a query/search is entered.

Valuable and relevant content plays a significant role in determining a page’s position on search engines. Websites with trustworthy and relevant content have a higher click rate, with most earning the top positions of a search result. That said, the top 3 results have a higher clickthrough rate (about 30%), followed by 12% in the middle, and lastly, 2% at the bottom of the first page. Results on the subsequent pages may or may not get that much attention by the user.

Aside from rankings, many people prefer to do a quick online search before deciding on a product/service to use/buy. Brands thus want to make their name known on the digital platform to get a market share. According to a study conducted in 2016, the digital ecosystem is rapidly growing, as many people today prefer to shop online than walk-in stores. According to the survey, most customers will first research on the product first online, even when they will buy from a regular store. Brands thus need to invest in online visibility to get to and attract customers.

Several other factors have been shown to contribute to Google’s ranking factors. These include on-page SEO and off-page SEO. Website owners and internet marketers thus have to incorporate both off-page and on-page SEO to increase the chances of getting higher rankings.

On-page SEO involves optimising high-value keywords using carefully created and unique content to increase the chances of search engine spiders catching and indexing them. Thus, one needs to use meta descriptions, alt tags, title tags, proper keyword placement, and URL in his/her website for better results.

Off-page SEO involves having backlinks to your website and pages. Many marketers use the cross-platform promotion to generate these links. This may be in the form of a simple post on social media with a link to the landing page, content syndication, or guest posting. The backlinks help generate additional traffic to your website, translating to better ranks on Google among other search engines