Search engine optimization (SEO) is an essential part of any successful digital marketing strategy. It is the process of improving your website to increase its visibility when people search for products or services related to your business on Google, Bing and other search engines. SEO is made up of multiple elements, and understanding why it is so important is key to taking your brand to the next level. The better the visibility of your pages in search results, the more likely you are to attract attention and attract potential and existing customers to your business.
Google, the most visited website in the world (and specifically in the United States), is also the most popular email provider worldwide with more than 1 billion users. YouTube is the second largest search engine and more than 2 billion people access it at least once a month. It's no secret that if you're not on page 1 of search results, you're probably not putting an end to the organic search game. Keywords are one of the reasons why you need SEO for your business.
Potential customers will use certain words or phrases to search for a product or service. If your content contains the words and phrases used by customers, you'll increase your visibility because you're providing the answers by specifically using the right keywords. The most effective SEO keywords will be those that are carefully researched and analyzed. Search engine optimization (SEO) is also about understanding how search engines work and what people search for.
Search engines can use this knowledge to display your content in useful (and eye-catching) ways in search results. For example, if there is a photo carousel, it is very likely that people searching for that keyword will search for photos. Some SEOs will even change their offer prices in real time to create the illusion that they control other search engines and can be placed in the space of their choice. Controlling most of the navigation from page to page on your site through text links makes it easier for search engines to crawl and understand your site. Digital marketing conferences such as Unbounce, MNSearch, SearchLove and Moz's own MozCon regularly attract engineers and representatives of major search engines.
Major search engines, including Google, provide tools for website owners to analyze their performance on their search engine. Structured data is code that you can add to the pages of your sites to describe your content to search engines, so that they can better understand what is on your pages. Designing your site based on the needs of your visitors and ensuring that your site is easily accessible to search engines usually yields positive results. For example, if you search for the weather in Denver, you'll see a weather forecast for the city of Denver directly on the SERP instead of a link to a site that might have that forecast. The goal of any experienced SEO is to establish a solid foundation for a beautiful website with a clean and effective user experience that is easily discoverable in searches, thanks to the trust and credibility of the brand and its digital properties. People are looking for news and related articles, and having a good SEO and PR strategy means that your brand will be seen. Unlike paid search ads, you can't pay search engines to get higher organic search rankings, meaning SEO experts have to put in the effort.