Search engine optimization (SEO) is the process of improving your website so that it gains better visibility in search results on Google and Bing. The higher your website appears in search engine rankings, the greater the likelihood that you’ll receive the traffic necessary to expand your customer base and grow your business.

SEO doesn’t involve one specific formula. Instead, it combines a wide range of complementary tactics and strategies that are customized to address the unique nature of your business, including your:

  • Industry
  • Geographic location
  • Target audience
  • Specific products or services you offer

Why Is SEO Important?

It’s more important than ever to identify your target audience online and implement an effective SEO strategy that helps you become one of the top websites for your key search terms:

  • 93% of online experiences start on a search engine
  • 83% of all searches never go past the first page of search results
  • 53% of all website traffic comes from organic search
  • 91% of all web pages don’t get any organic search traffic from Google
  • The average top-ranking page also shows up on the first page of search results for approximately 1,000 other relevant keywords
  • SEO leads experience a 14.6% close rate

Google uses a complex, continuously evolving algorithm that includes over 200 factors to determine the rankings for specific search queries. As a result, your SEO strategy can’t be static. It must involve consistent attention from a dedicated expert who monitors the changes in Google’s algorithms and adjusts the tactics used with your website based on the latest data-driven best practices. This approach will give you the best chance of maintaining high search engine rankings.

Benefits of SEO:

A successful SEO strategy will deliver the following benefits to your business:

  • Increased traffic – Increased visibility on search engines will bring more visitors to your website.
  • Good leads – Your website will be placed in front of the people most ready to purchase your product or service.
  • Increased revenue – Increasing the number of quality leads you receive will result in more conversions and better profits over time.
  • Business legitimacy – Visibility on search engines will reinforce your company’s credibility and improve your audience’s confidence in your business.
  • Broader awareness – Ranking for all the services or products you provide will expand awareness of the full value you deliver to your customers.
  • Improved brand awareness – Your brand messaging will reach a larger audience, making it easier for you to distinguish your business from your competitors.
  • Data-driven insights – The data generated from your SEO efforts will help you understand what marketing strategies resonate best with your audience. This will enable you to refine your marketing campaign to improve its overall effectiveness.