Search engine optimization (SEO) is the process of making your content more visible to users. Combined with a high-quality website, useful content drives more visitors and free traffic. Below is a breakdown of how SEO works and how to apply it.
Why SEO matters for your business
SEO puts your website in front of customers at every stage of the marketing funnel. High-quality content aligned with what users actually search for engages prospects from first discovery through to purchase. Without SEO, businesses miss out on e-commerce sales, lead generation, brand visibility, and even traffic captured from TV ads.
SEO is vital for all businesses. While it can seem complicated, the goal is straightforward: make your content relevant and give visitors a great user experience.
How dominant are the major search engines?
If you are optimizing for search, target the dominant engines in your market. As of 2007, Google had a 75% share of worldwide searches. In Germany, its share was 85–90%. By June 2008, Google held close to 90% market share. In the UK, Google also commanded close to 90% of the market. In 2006, there were over 300 SEO firms in the US.
Which content management systems work best for SEO?
Content management systems are a practical way to optimize your site. Common CMSs include Wix, Drupal, Joomla, Magento, and Shopify.
On-page optimization
On-page optimization focuses on the content on your site. Choosing the right keyword strategy for your industry and weaving those keywords into your content brings visitors in. Once visitors land on your site, relevant, helpful content moves them toward a purchase. For manufacturers in particular, product information needs to be relevant and useful, or buyers may never find you.
Off-page optimization
Off-page optimization is driven by backlinks and aims to increase your site’s reputation. The more quality backlinks you earn, the stronger your online presence becomes.
Why competitors who use SEO tend to outrank you
SEO enables a business to show up at every stage of the customer’s journey. High-quality content aligned with user needs engages prospects throughout the marketing funnel. Businesses that skip SEO leave room for competitors to outrank them and capture the traffic and sales they would have earned. The best SEO experts rely on SEO tools to hit those targets, optimizing for each stage of the journey.
Where to start with SEO
SEO is a crucial component of online marketing. It helps you earn higher rankings by working with the core components of search engines. Keyword research comes first. Identifying the keywords your potential customers search for tells you where to focus. With those keywords in hand, you can implement SEO strategies that lift your visibility and attract the customers your business needs.
FAQ
What is search engine optimization?
Search engine optimization is the process of making your content more visible to users so you can attract more visitors and free traffic from search engines.
What is the difference between on-page and off-page SEO?
On-page SEO focuses on the content on your site, including keyword strategy and relevance. Off-page SEO is driven by backlinks and aims to increase your site’s reputation.
Which search engine should I optimize for?
Target the dominant search engines in your market. Google held about 75% of worldwide searches as of 2007, and close to 90% market share in Germany and the UK by June 2008.