Think back to the last time you searched for a product or service online. Which search result did you click on first? Have you ever thought about how search engines like Google know what to show you first, based on what you type in? The answer is simple: search engine optimization.
Also known as SEO, search engine optimization is a digital marketing strategy that focuses on increasing the quality and quantity of your website's traffic. SEO targets unpaid traffic through organic search engine results. Search engine optimization is an essential part of marketing, benefitting your business and your customers' experience at the same time.
Search engines are kind of like librarians, except for websites instead of books. As it is a librarian's job to know what content is included in each book, what their title is, how to locate it, and more, the same tasks apply to a search engine with websites. When users type keywords into a search engine like Google, Bing, or Yahoo!, these sites optimize the results that are shown in relation to what best fits the user's description. This helps the user find the content they are looking for, without the addition of unrelated options.
Your website needs search engine optimization to reach its maximum results. Here are some ways your website can benefit from SEO:
Target audience refers to the specific group of consumers who are most likely to use your product or service. These are the individuals you want to navigate to your website in order to receive the best results. Search engine optimization helps your target audience find your website by filtering the users that are shown your site.
SEO helps attract your target audience and improves user experience in return. Since the majority of users being directed to your website are now a part of your target audience, they are more likely to engage with and spend more time on your site.
Although social media, paid advertising, and other online platforms are effective ways to generate traffic to your website, the majority of online traffic is actually generated from search engines. Additionally, organic search results appear to be more credible than paid search results, resulting in more clicks to your website.
While you've been attracting your target audience, improving user experience, and increasing website traffic, you've also been building your brand at the same time. Leads, engagement, and traffic are key components to building a brand.
Search engine optimization is the best method to get consistent, targeted traffic to your website. Give it a try, and let the results speak for themselves.
