What is SEO & Why is it important ?

by | Jun 3, 2021 | Uncategorized | 0 comments

You’ve probably heard many times that Search Engine Optimization (SEO) is a vital digital marketing tool, but do you know what SEO actually is and do you want to know more about SEO ?

SEO is made up of multiple different elements and best practices that help your website rank higher in search engine results, how they work is key to understanding why SEO is so important. In short, SEO is significant because it makes your website more visible. However, although SEO once involved adding keywords to your site for search engines to find, SEO in 2018 is far more complex and involves a much broader scope of considerations.

Nowadays SEO is a full-time job for small businesses and many are turning to website design. Beyond that, it is also a valuable tool for brand awareness, building relationships with prospects and positioning yourself as an authoritative and trustworthy expert in your field. So without further ado, here’s everything you need to know about SEO and why it’s vital in today’s digital world.

The Crucial Elements of SEO


Keywords are still the only SEO technique that mattered for a long time ago, but that doesn’t mean they aren’t still crucial. Keywords are still important nowadays. The difference is that today, keywords must be well-researched, carefully chosen and judiciously used in your content in order to be effective. But what are keywords, exactly? Keywords are the words and phrases that people type into search engines to find what they’re looking for. For example, if you were looking to buy a new jacket, you might type something like “mens leather jacket” into Google. Even though that phrase consists of more than one word, it’s still a keyword. So, that’s an easy way to explain the keyword.

When researching keywords, it’s important to look for ones that have high search rate and low competition and to choose short-tail keywords (such as dog), long-tail keywords (such as terrier puppies for sale), and local keywords (such as puppies for sale in Boston) to work into your content. You can also use keywords to optimize all your titles, URLs, and other on-page SEO elements (more on that later).


Content is a vital part of SEO because it’s the way you use to reach and engage more audiences. For instance, if you owned a nursery and wanted to increase your visibility, you might publish a series of blogs about gardening, choosing the right species of plants, growing tips, and more. When a person who wanted to know about gardening went looking for that information, your blog would come up and you’d be able to build a relationship with that prospect by providing valuable information. When the time came for that prospect to buy a plant, for instance, you’d be the first nursery that came to mind. Today’s content must be educational, but also interesting, relevant, engaging and shareable. Content comes in a variety of forms, such as:

  • Web page content
  • Videos
  • Blogs
  • Infographics
  • Podcasts
  • Whitepapers and e-books
  • Social media posts
  • Local listings

Off-page SEO

Off-page SEO involves external optimization practices that happen away from your site. The main technique used for off-page SEO is backlink building since quality backlinks to your site from external sites tell search engines that your site is valuable with high quality and this builds authority.

There are many tactics to backlink building and some of the current best practices include guest blogging, creating lots of infographics that will be highly shared and mentioning influencers in your content.


Local SEO

Local SEO is becoming increasingly important as more and more people search for something using their mobile devices. These days, 57% of all searches are performed from tablets and smartphones with half of those searches having local intent.

If you owned a restaurant, for instance, then local SEO would ensure that when people in your area went looking for the best restaurants in town, they’d come across your site. Along with using local keywords, other local SEO best practices include claiming directory listings, creating location-specific pages for your site, and creating pages for your business on Google My Business, Google+, and Google Maps.

Search Engine Marketing

Search engine marketing (SEM) refers to paid marketing efforts, and it includes things like native ads, Google AdWords, social media ads, pay-per-click, Google shopping ads, display ads, and more.

Although SEM isn’t usually a major component of a comprehensive SEO strategy, it does have its place because it can help you reach new and highly targeted audiences. 

SEM is Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs). Search engine marketing is also alternately referred to as paid search or pay per click (PPC).

Target Market 

SEO today is not about just grabbing as much traffic as possible, but instead attracting high-value visitors interested in what you offer.

In terms of demographics, what is your market searching for? How are they performing web searches? Where are they located?

The more specific your answers, the more valuable your investments in SEO become. Google Analytics is a good place to start your investigations !

Links to your site are extremely valuable

When another website links to yours, search engines consider that an indicator that your site contains valuable content. Not so long ago, getting dozens of links from low-quality sites was all it took to boost your ranking. Today, the value of a link to your site depends on the quality of the site that is linked to you. Just a few links to your business from high-traffic sites will do wonders for your ranking !

Understanding the Importance of SEO for Modern Businesses

Visibility and Rankings

One of the most important functions of SEO is increasing visibility, which means making it easier for prospects when they want to search something and they find you. Visibility is directly related to your ranking.

The higher you rank on a search engine result page (SERP), the more likely prospects are to see you and click through to your site. The more effective your SEO efforts, the higher your ranking and the better your visibility, which is especially important when you consider that a quarter of web users never click past the first SERP.

Web Traffic

Increased web traffic is one of the very important goals of SEO and you increase traffic when you increase visibility and rankings. Consider this for a moment: nearly 33% of clicks go to the first ranking page, and the first five listings get over 75% of all clicks.

If you want to find more prospects of your website through a search engine, then you need SEO practices that will help you rank among the top five positions and ideally number one.



The concept of authority is relatively new in SEO, but it’s becoming increasingly important to search engines because it’s becoming more important to web users. Essentially, authority means that your website is trustworthy, high quality, relevant and has something to offer for your target. The more authority your site has, the higher your ranking will be and the more prospects will come to trust your brand.

Creating a Better Visitor Experience

Another reason SEO is critical is because all the time you put into generating great content and optimizing your site with on-page SEO improves the usability of your site and this creates a positive customer experience.

For instance, when you take steps to make your site responsive, it will make it usable for all your mobile visitors as well as people who visit from a laptop or desktop. Similarly, by increasing your page load speed, you’ll reduce your bounce rate and encourage visitors to spend longer on your site. Nearly 50% of consumers expect a page to load within two seconds and the longer the load time, the higher the bounce rate and the lower your conversions.

Final Thoughts

As you can see, SEO is a complex undertaking that involves many different techniques, tactics, and best practices. Moreover, these best practices are always evolving as consumer and web-user behaviors change, as new technologies emerge and as search engines change their algorithms. That being said, SEO is still of the utmost importance for any business that wants to be visible online, so your efforts are well worth it.

This means you really can’t afford to approach each campaign individually. The most successful brands integrate all their campaigns that ensure there’s always something pushing their leads one step closer to converting into a customer.


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