Why is SEO important for modern businesses?
If you’re wondering, “why is SEO important for modern businesses,” this article is for you.
In modern society, Search Engine Optimization (SEO) is crucial to increasing website visibility and garnering more potential customers and traffic. Modern businesses use SEO for its importance in engaging with your customers and raising brand awareness. It is a cost-effective and viable way to reach and understand your customers. By explaining what this tool is and how it works, the importance of SEO is highlighted and the reasons modern businesses continue to use it today will become clear.
What is SEO?
Search Engine Optimization is a set of processes geared towards increasing a website’s visibility in search engines like Bing or Google to gain more organic traffic. It determines how highly a site ranks for each entered query into a search engine. Without it, it would be easy to alter the search results so only sites with the most pages or most links are ranked the highest (which is easily generated by AI).
To truly utilize a traffic source’s potential, a company’s content needs to rank higher in the search results through SEO. The higher you rank, the more people will click and visit a website or page. Better rankings means more traffic, new customers, and it aids brand awareness.
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Though paid results like pay-per-click (PPC) advertising appear at the top or bottom of the search results, most people ignore the ads and refer to the organic results. The only way to earn a higher ranking through organic results is through search engine optimization.
With a top spot in search engine rankings, searchers will view your site as a credible, reliable source. This will result in more clicks and more traffic now on your site. By creating high-quality, relevant content, your business can also utilize SEO to fulfill a users’ search needs, create a greater user experience, and gain repeat customers. Since you don’t need to directly pay for website traffic, SEO is a cost-effective digital marketing tool.
How Does SEO Work?
For digital properties, businesses and brands utilize SEO to improve their website’s overall visibility and searchability. By appealing to visitors and potential customers, a company’s well crafted website and hard work correlates with higher search ranking.
SEO focuses on optimizing a businesses’ online visibility, meaning the more people view your website and the more the online traffic increases. This increases the businesses’ chances in providing a product or service to a larger audience. SEO works by combining data with keyword analysis, content creation, and backlink building. By combining quantity and quality, SEO attracts new customers over time and deepens the business-customer relationship. Here are some SEO techniques:
Common SEO Techniques
Keyword Analysis refers to certain words controlling your search engine ranking online. Keywords are words or phrases that prospective and current customers use when they search for information online. The most effective words need to be researched and placed throughout an advertisement, product or service content so it’s rated higher in search results.
Backlinks are website elements that link to other credible websites. Building these backlinks increases credibility because they cite relevant additional sources. When done strategically, backlink building ensures your content is not lost in other sources or considered as plagiarism. Each backlink counts as a vote towards the content’s value, usefulness, and plausibility, enhancing the SEO of the content. Additionally, target keywords can also be included in a link’s anchor text. Anchor text is the visible text part of a link and is known as an anchor tag in HTML.
Content creation gives you direct communication with a business’ audience of existing and prospective customers. Your keywords can then build authority, trust, and consistencyBlogs, website information, videos, social media posts, podcasts, and infographics are all forms of content that your audience hears or views. It further drives SEO through customer engagement and increasing traffic. A company’s content informs its audience of their identity and offerings.
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Using SEO in Modern Businesses
Modern companies use SEO to build trust organically and attract visibility. People continuously use search engines with organic results, so SEO is still highly relevant and needed today.
In SEO, it’s important to offer content so it appears in relevant user search results. This increases the chances for more customer conversions and revenue. Creating content in the long run also builds long-term equity for your brand, motto, identity, and products.
After setting up SEO on your website and content, company’s need to continuously optimize their creations. For instance, even after running a website for five years, a company still needs to embed links and continue SEO improvement and addition to remain relevant.
Here are two examples of modern businesses using SEO to boost their rankings.
With its inspiring video ads and testimonies, Etsy is an e-commerce website that fosters a community who loves shopping for handcrafted products and supporting small businesses. Their content strategy is to talk about the unique products the company offers, the merchants on their site, and foster brand loyalty. With its user-generated content creation like videos or art, Etsy is a prime example of the effectiveness in driving customer engagement and retention through created, themed content.
Pepsi is recognized for its iconic brand, and continues to use SEO to maintain its reputation. On its website, the company uses headline tags to associate the soda with celebration and pleasant moments. This SEO keyword tactic boosts the site’s ranking and attracts potential customers who are searching for terms like, ‘celebration drink’ or ‘football watching drink.’ The business also uses its sponsorships as additional keywords to be located under. For example, Pepsi is the official soft drink of the National Football League. Because of that connection and those keywords included in a Pepsi website headline, Pepsi can be found by searchers of “national football league.”
CONCLUSION: The Importance of SEO in Modern Businesses
Search Engine Optimization consists of multiple actions, practices and strategies that ensure when someone searches for your product, service category, or relevant words, your company and website will be found. In 2023, without SEO, your site will not be listed or viewed as a credible source, drastically reducing your chances in getting discovered by the billions of people that use search engines.
Understanding SEO and incorporating it into a business’s content is crucial to a modern business. In conclusion, the query of “why is SEO important for modern businesses,” is answered.