Why Does SEO Matter?

By Matt Bertram

By Matt Bertram

Matt Bertram is Head of Digital Strategy at EWR Digital. He is a nationally recognized expert in SEO and the Co-Host of the top rated SEO Podcast, "The Unknown Secrets of Internet Marketing." Author of Build Your Brand Mania: How to Transform Yourself Into an Authoritative Brand That Will Attract Your Ideal Customers with contributing articles in Forbes, Search Engine Journal and numerous other publications pertaining to digital marketing.

Competing and growing your business in today’s digital world requires a multifaceted, multimedia marketing plan built to effectively promote your company, services, and products. An efficient way to improve your company’s visibility on the internet is through search engine optimization, also called SEO. Throughout this article, we will explain what SEO is and how it works, the importance of SEO, and how you can use SEO to grow your business.

What Is SEO?

SEO

SEO is the process of improving the organic or natural visibility and ranking of your website, webpage, or blog in search engine results pages (SERPs). It also refers to optimizing your website content to attract and engage the attention of people searching the internet for information via search engines like Google and Bing. The higher your website, webpage, or blog is placed on the search results list, the more likely it is that visitors will see your business.

How Does SEO work?

SEO involves an understanding of how search engines work, which search engines your targeted audience prefers, what your target audience searches for, and the precise search terms or keywords your target audience types into search engines. It also involves understanding the criteria the different search engines use to rank websites and webpages. The most common factors include if your website:

  • Contains relevant search content.
  • Loads quickly and efficiently.
  • Is safe and free from viruses and malware. 
  • Has a good reputation, including having other sites reference or link to you. 
  • Is appealing to visitors and encourages them to spend time on your website. 

With the knowledge above, SEO works to improve your visibility in three ways:

  • Optimizing a website’s content, structure, and design. Optimization involves editing your website’s content, HTML, and other website coding to improve its relevance to certain keywords.
  • Conduct keyword research to identify frequently used and targeted keywords to improve conversions and traffic to your site.
  • Earning inbound links or links from other sites that link to or forward visitors to your website, improving your ranking in search engine result pages.

What Is the Importance of SEO?

Considered an essential marketing activity, SEO plays a pivotal part in your company’s ability to attract and retain customers. It is an ever-evolving process that requires you to stay abreast of both search engine updates and customer changes. It’s a marketing strategy that continues to provide benefits in the long term.

Optimizing your website for search engines puts you at a higher ranking, which allows you to attract new visitors and convert those visitors into long-term customers. If you fail to optimize your website for search engines, you risk losing customers and ranking to your competitors.

Using SEO for Business Growth

Considering the benefits of SEO, it’s no surprise the importance of using SEO for business growth has become the focus of many companies. By optimizing your website for search engine optimization, you can leverage those benefits to grow your business and you can see increased traffic from online search engine users. This increased traffic can result in improved business growth. The following five tips are effective ways of using SEO for growing your business:

  • Increasing your company’s visibility through higher rankings and the use of relevant keywords.
  • Building your company’s credibility and reputation by creating new content and updating older content to reflect customer changes.
  • Improving your relationship with customers by understanding their needs and wants.
  • Strengthening your relationship with local businesses through inbound and outbound linking.
  • Working with a digital marketing company that specializes in SEO marketing like EWR Digital. These companies are knowledgeable about the ever-changing SEO environment and know the best techniques to optimize your website and content.

SEO is a cost-effective and efficient way to help your business grow. By using SEO to develop your website and digital content, you not only improve your visibility but also help to nurture long-term relationships with customers and other businesses. It helps you to bring in leads, enhance your credibility, and ultimately lead to increased sales.  

EWR Digital is a nationally recognized full-service digital marketing agency specializing in end-to-end digital solutions from enterprise SEO to branding. Our highly qualified SEO consultants use the most up-to-date information and internet marketing tools to help grow your company’s SEO ranking. Contact us to discuss your SEO and digital marketing needs.