What is SEO?
SEO stands for “Search Engine Optimization”. Simply put, this means that the process of improving your website will increase the visibility of relevant searches. The better your pages appear in search results, the more likely you are to get attention and attract potential and existing users to your business.
How does SEO work?
Search engines like Google and Bing use bots to crawl pages on the web, go from site to site, gather information about those pages and put them in an index. Next, the algorithm analyzes the pages in the index, taking into account hundreds of ranking factors or signals, to determine if the pages appear in the search results for a given query.
Search ranking factors can be considered proxies for aspects of the user experience. Our Periodic Table of SEO Factors categorizes the factors into six main categories and weighs each based on the overall importance of SEO. For example, content quality and keyword research are key factors in content optimization, and scalability and mobile friendliness are key factors in site architecture.
Search algorithms are designed to provide relevant, authoritative page levels and an efficient search experience to users. Keeping these factors in mind can improve your site and content to help your pages rank higher in search results.
Unlike paid search ads, you can’t pay search engines to get high organic search rankings.
Why is SEO important for marketing?
SEO is a key part of digital marketing because people search for trillions every year, often finding information about products and services with commercial intent. Search is often the primary source of digital traffic for brands and complements other marketing channels. Higher visibility and higher ranking in search results than your competition can affect the content on your bottom line.
However, over the past few years, search results have been evolving to provide users with more direct answers and information that are more likely to place users on the results page than on another website.
Also note that features like good results and knowledge panels in search results can increase visibility and provide users with more information about your company directly in the results.