Media Buying and Inbound Marketing Blog

What is SEO and Why Is It Important?

By Jane Peters on October 21, 2011 |


SEO, website optimizationSearch Engine Optimization or SEO is the big buzz in the digital community.  Having Google or Yahoo rank your company's website or blog first or close to first, in a search is considered key.  Do you know why?

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines using "natural" or un-paid search results.  These unpaid searches are often referred to as “organic searches.”  

More than 90% of online users start with a search engine to find the information they are seeking.  Organic search results are considered a more trusted source and have a higher click rate than paid search results.

It is important to note that the sooner or higher ranked on the search results page, and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.  The first page of a search engine’s results page gets 80% of the clicks.

iProspect reports that if your website isn’t listed in the top 30 search results no one will find it.  This means they won’t convert to customers and they will likely go to your competition.

SEO as a marketing strategy considers how search engines operate, what people search for and the key words they use, and which search engines are preferred by their targeted audience.

To improve how your website is ranked may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

Spiders are used by Google, Bing and Yahoo! to crawl pages for their algorithmic search results. These algorithms change constantly and are closely guarded to maintain the integrity of search results.

Search engine spiders may look at a number of different factors when crawling a site. Websites that are well designed with relevant content and have external links are ranked more favorably in organic search.

Because of the value of high rankings on search pages, there is possibility for SEO marketers to manipulate results. Companies that employ overly aggressive.Techniques to cheat the rankings can get their client websites banned from the search results.  Employing best practices will insure your website maintains its visibility. Major search engines provide information and guidelines to help with site optimization.

Having a website that is optimized and indexed for organic search can be one of the most important elements of your online marketing.  Organic search costs you nothing and a free listing is more valuable than a paid one. 

 inbound marketing, SEO tips

SEO Google search organic search