Search Engine Optimization | SEO | Importance of SEO
Search engine optimization
SEO or Search Engine Optimization is the tools,
techniques or processes that are used to increase the traffic on your websites
through search engines. It is the process of maximizing the number of visitors
to a particular website by ensuring that the site appears at the top of the
list of results given by the search engine.
SEO is the process of optimizing the website so that
it appears on the top of SERPs. It is a tool that affects the visibility of the
website or a webpage in the search engine. The earlier or the higher the
website is ranked on the search result page and more frequently the site
appears in the SERPs, the more chance it has to attract visitors. The main aim
for any marketer is to convert these visitors into customers.
SEO takes into consideration how the search engines
work and what people search for, the actual terms or keywords which are type in
the search engines also which search engines are usually favored by the
targeted audience. One of the SEO strategies is to optimize the website. This
means editing the content of the website to increase its significance to
specific keywords. Another SEO strategy is to promote a site to increase the
number of back links or inbound links. A back link for a given web resource is
a link from some other website to that web resource.
SEO also called as “organic or natural”
optimization, involves making changes to the HTML code, content and structure
of your website, making it more accessible for Search engines and making it
easier to find by the users. SEO aims to achieve natural listings for websites
in SERPs. Natural listings are
webpage listings that
appear on a Search Engine Results Page only because the Search engine Algorithm
finds them relevant to the Query or the Keyword. Natural listings can contain Paid Listings as well, but only if they
fulfill the same requirements as of natural listings. These natural listings are displayed in SERPs
and positioned by search engines depending on how relevant they perceive
websites to be in regard to the search queries or keywords. One cannot pay for
high natural listings but once can pay for the services of optimizing
companies.
Importance of SEO
SEO is Good for Business Visibility and Branding
When people search for your products and services, you obviously want to
appear as high in the search engine result pages as possible. In fact, there is
a certain amount of value in simply appearing in search results for terms
directly related to your business. For instance, most searchers don’t just
simply search once, click on some websites, and be done with it. Instead, they
search, click on some websites, edit their search terms, search again, click on
some websites, further hone their search terms, search again, and so on. So
what does this mean for your business? It means that if you can continually
show in all these search results that you are gaining more and more mindshare
with each potential customer. Chances are very good that they will eventually
click through to your website, and since you continually displayed in all their
search results, they will trust you that much more.
SEO provides your business credibility
Searchers make mental notes of the rankings
for the terms they enter into Google and other search engines. They may not
consciously realize it, but they do. And in the minds of consumers, your
ranking is a vote of confidence: “Google says this business is relevant, so
that must be the case.” This may sound a bit far-fetched, but let’s look at it
like this: back in the golden age of the yellow pages, if you were looking for
a plumber, did you feel more confident in calling the guy on the seventh page
of the listings, or did you, like most people, start from the first page and
work your way through? Your customers may not realize it, but high search
rankings make you more credible in their eyes.
Generates Traffic
Generating website traffic is also one of the most difficult things, but is the
most integral part of running the business. Herein you’ll understand as to why
SEO is important for business. Though traffic is not going to make any money, I
agree. but then you need to regulate the traffic in the right direction and
make it work for your business. Like you want people to buy your product and
service but then to do that you will have to optimize your content, images and
videos and work it in a way that Google would deviate the traffic to your
website and eventually people will buy those products and services. When you
build a virtual image and now with SEO you also have traffic running your way
then your product will be able to generate leads. People coming to your site
are qualified leads and will definitely want to buy a product that you are trying
to sell so if you reach them well he or she will buy the product for sure. As
the traffic coming to your site is in search of the same product that you are
selling, so these leads are qualified leads that you will generate with the
help of Search Engine Optimization.
Advantages of Search Engine Optimization
.
Continuous flow of free and
Targeted Traffic: SEO can help
you tap into a vast source of continuously flowing, free and targeted traffic.
“Free” means that one does not really have to pay for traffic as compared to other
advertising channels.
SEO generates Traffic: SEO can help in generating higher leads than that
generated from other forms of advertising. By optimizing your website you can
attract a number of visitors to your website. With Analytics and reporting
tools, like Google Analytics you can see a clear increase in traffic. This is a
specific way to maximize your SEO efforts. SEO gives you results (not
immediately but rather quickly) and as soon as you start your SEO efforts, you
can see that the traffic increases at a steady rate. Using tools to track
traffic to your site you can clearly watch as more people visit your site and check
consumers online behavior.
Builds
Credibility: High
page rankings on Google means that it is a reputable company. In other
words, people are more likely to trust and visit your website if it
is found on the top of the first page against anything that is found at the bottom.SEO
can enhance the credibility of your business with the help of many different
ways. Link building, content optimization, and social engagement are some
approaches to building a reputable and successful website.
SEO
helps in business growth: Internet is a big place and every business must have
an online presence in this age of technology. SEO plays a major role in
securing a good online presence allowing business to increase their visibility
to consumers. Without online presence there will be lesser reach and consumers
will never be aware of your presence. SEO ensures that this doesn’t happen and provides
a strong online presence that will lead to growth and expansion of business.
Disadvantages of Search Engine Optimization
SEO results are slow: The main disadvantage of SEO is that the results from the campaign are slow. One doesn’t get immediate results; it is a long term strategy... The steps taken to optimize the website to increasing their rank by search engines could take a few hours, days or even weeks. If you need quick outcomes for your business, then SEO may not be a decent course for you. Your results may not be steady as how you wanted or expected. Google algorithm keeps changing and thus results are not consistent.
Long
time to get ROI:
If it takes a long time to generate substantial results from SEO efforts then
it will also take a long time to achieve a good return on investment (ROI) from
all your efforts. This may not be suitable for small businesses that need
substantial revenues for short term operations.
SEO
requires a huge investment: SEO is not totally free digital marketing tool. Companies
end up hiring external help to build organic links and other SEO activities if
they want to generate substantial results from all their marketing efforts. If
the company is operating in a very competitive market or a niche market they
have to hire other companies to do their SEO work.
No
Guarantee: Landing
on the first page of search engine results is one of the most important goals
anyone wishes to achieve with SEO. This is because maximum search users mostly
never scroll past the first or the second page and ignore the rest. SEO doesn’t
provide any guarantee that the company will land on the first page of the
search results using the keywords it is targeting for.Web optimization gives no
guarantee that you will appear in the primary pages of search results utilizing
the catch phrases you are focusing for.
No Control: You have no control of how much activity you will produce and what kind of traffic you will get from all your SEO activities. Only Google has full control of how much traffic will be generated and what type of traffic the company will get from all the SEO efforts. However SEO remains the top source of traffic for many websites and should still be a part of the overall digital marketing campaign.
SEO
rewards your business for its efforts at a higher rate than pretty much all
traditional forms of offline advertising — the same can be said for almost all
types of internet marketing. The reason for this is because SEO is an inbound
marketing strategy; that is, it allows you to market to people when they
are looking for the products and services your business provides. You just show
up when they are looking for businesses like yours. You don’t have to convince
them they need your product or service; you just have to convince them that you
are the right business to purchase from. In other words, with SEO, half the
battle is won before it even starts.
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