What is SEO? | LimeLight Marketing

What is SEO?

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Search Engine Optimization (SEO) has come a long way in the last couple of decades and is still a rapidly advancing field. It’s also extremely important to your company’s success. Put simply, SEO is about enhancing your web pages to increase traffic and boost your website’s ranking on search engines such as Google. The ultimate goal of a website, however, is not only to rank as near to the top of search engine results pages (SERPs) as possible, but also to generate leads and revenue. While SEO stands for Search Engine Optimization, which doesn’t directly say anything about revenue, it is extremely important to your company’s bottom line.  


3 Ways to Increase Revenue Through SEO


  1. Be Clever With Your Keywords

If you don’t use the right keywords, potential customers may never find your website. Keywords are the foundation of any successful SEO strategy because they help steer browsers to your page. Start using keywords in your content, webpages, URLs, headings, image descriptions, and page titles to boost traffic on your website and reach your overall goal of increasing revenue.  


  1. Create Exceptional Content 

Without great content, however, keywords become less significant. There are several ways to generate interesting, relevant content and it’s also important to use a variety of channels, including blog posts, videos, podcasts, and e-books. However, no matter how many blogs, videos or e-books you post, if the content doesn’t grab your audience, the benefits you see will be insignificant. To create exceptional content you must: get to know your audience, find a hot topic, take a stance, say it well, make it actionable, promote it, and lastly, track and tweak your content as you see how it’s performing.


  1. Use Social Media

While it may not directly impact a page’s ranking, social media can be very beneficial to your overall SEO performance and it’s one of the fastest growing components of modern SEO. This is because the customers who find your social media pages are more likely to then search for your brand on Google and visit your website, and this boosts your SEO ranking. Additionally, huge volumes of people turn to social media when looking for interesting content and this provides an opportunity to reach new audiences. Beyond attracting new customers, social media is also a great way to build relationships and show a more authentic side of your business. 


Why is SEO Important? 

  • The majority of people click on one of the top five organic search results, so basically your website needs to appear in one of these top positions. A top ranking on Google will not only increase interaction within your website, but oftentimes an increase in website traffic is concurrent with an increase in revenue. By prioritizing your website’s SEO you increase the likelihood of potential customers finding your page and purchasing your product.   


  • SEO is not only about a high ranking. Good SEO also improves the quality and usability of your website.  88% of Americans have negative feelings towards brands with poorly operating websites and mobile apps, and the ideal website load time is two to five seconds. Every second a user waits beyond two seconds results in higher bounce rates, and a huge 40% of polled internet users report abandoning a site if it takes longer than three seconds to load. By improving the usability of your website, you also build customer confidence.


  • SEO is beneficial in promoting your web page. Someone who comes across your page by searching Google is more likely to share it on social media and follow your channels – as long as the content is good. Around 80% of people turn to social media when they are looking for interesting content, which means there is a huge opportunity to attract new customers and increase revenue.  


  • SEO can put you ahead of your competitors. If two companies are selling the same product or service, the higher ranked page is likely to attract more customers. While social media is a great way to market and gain followers, Google is the highest trafficked website in the world. Even getting a small portion of Google’s traffic is essential for your website and ultimate goal of increasing revenue


  • SEO builds trust and credibility. One of the goals of SEO is to build a website with a firm foundation and clean user experience. The vast majority of the world that has access to the internet uses Google at least once a day. Knowing that Google owns over 90% of the world’s overall search market means it’s imperative that Google sees your website as trustworthy and credible and, therefore, is marketing it as reliable to their visitors. 


What Determines Your Ranking in Search Results? 


Google’s Algorithm:

Although Google’s algorithm is known only to Google themselves, it comprises two known factors: on-page SEO and off-page SEO.


On-Page SEO 

On-page SEO include aspects of a website such as code quality, textual and visual content, and the user-friendliness of your web pages. Your website’s on-page SEO is ranked based on things such as the content of your page, title tags, and the relevance of your URLs. 


Off-Page SEO 

Off-page SEO is the act of optimizing your brand’s offline footprint. It refers to actions made outside of your website which help grow your business and overall SEO ranking. This can be done through the use of relationships, content, and links – essentially, it’s all about getting other high-quality, relevant websites to link back to your content. This then informs Google what others think about your website. If you have reliable websites pointing to your page, search engines will know you are trustworthy, reliable, have authority, and create great content that users want to read, watch, and share. When other prominent websites link to your page they are promoting your page and confirming the quality of your content. The more connections that high quality websites make to lead browsers to your business, the better.


How SEO Directly Affects the Success of Your Business

Search Engine Optimization has and will continue to be important in the digital world. Every business, big or small, needs some sort of internet exposure to stay relevant. Although there are many ways to promote your business online, there’s very little that compares to the power of SEO. Those with the knowledge and experience to improve their website’s SEO and overall usability will continue to receive the benefits of increased traffic and visibility. 

Astonishingly, 91% of web pages don’t get any traffic from Google. As we’ve mentioned, greater traffic put towards your site results in added leads and revenue, which is your ultimate goal. This shows just how crucial prioritizing your website’s SEO truly is.  


If you need help to drive more organic traffic to your website, let’s chat.

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