What Is SEO?
SEO stands for search engine optimization. At its core, it is the process of improving the content on your website to increase its visibility when people search for products and services related to your business on search engines such as Google and Bing. The better visibility your pages have in search results, the more likely you are to gain consumer attention and attract prospective—and returning—customers to your business.
Why is SEO Important?
Consumers conduct trillions of searches every year, often with the intent to find information about products and services that meet their needs and/or solve a problem they are facing. Because search is one of the first places consumers go in the discovery phase, and often the primary source of digital traffic for brands, it’s a fundamental part of a healthy digital marketing strategy. In the simplest terms, greater website visibility and ranking higher in search results than your competitors can encourage consumers to explore your brand first, which can have a tremendous impact on your bottom line. A healthy SEO strategy also increases the quality and quantity of organic traffic, which means more qualified consumers will visit your site and explore your products or services. All of these things are heavy drivers of increased conversions and brand awareness.
How Does SEO Work?
Major search engines like Google use crawlers, which are also sometimes called bots, to gather information about the content they find on websites and pages. These crawlers look at everything on the page, from the internal and external links to the content and context of those links. This helps the crawlers understand what each page is about and how it’s connected to all the other pages within the search engine’s database, which is also called an index.
When a person types a term into the search box, the search engine uses its algorithms to retrieve what it believes to be the most accurate and useful list of webpage results for this term. These results can include web pages, news articles, images, videos, local business listings, and other types of content. There are a lot of factors that contribute to the search engines’ algorithms, and those factors are constantly evolving. To learn more about SEO, how to measure success, and what some of the key performance indicators are when measuring SEO efforts, visit our blog Metrics Defined: SEO KPIs.
BuzzShift is a digital growth strategy agency with a focus on mid-market, scaling, purpose-driven DTC Brands. By combining the ideologies of branding, performance marketing, and retention agency, we are able to create memorable experiences with measurable results, and build long-term success for our clients with scalable, sustainable growth. Learn more about BuzzShift.