The Importance of SEO

April 8, 2022

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The digital space can be a scary place if one does not know how to maneuver, navigate, or operate within it. An important aspect in determining how well a website performs with an audience is SEO (search engine optimization). A total of 68% of all online experiences begin with search engines with the market share breakdown being as follows: Google (which accounts for over 90% of the market); Bing; Yahoo; Baidu; Yandex; and DuckDuckGo (which all account for less than 5% of the market). If you want your site to be seen and discovered, it is important to focus on optimizing your site so that it can be favorably displayed in the search results which can help connect the site with its target audience.

2022 Search Engine Market Share

What is SEO?

SEO is the process of adjusting your website to fit the algorithm of search engines. This practice is the most affordable way to control the visibility of a website and connect with a targeted audience on the internet. Search engines like Google, Bing, and others sort and compile information based on a system that ranks relevance. This system is the sole driver for displaying results and is the reason why it is important to make a website appealing to search engines. Doing so would result in favorable outcomes for sites as search engines provide over half of internet traffic to a site.4 SEO ranking factors diagram

4 SEO ranking factors

There are four aspects that a website owner or webmaster should focus on and consider when working on developing a proper SEO strategy and they are:

1. Technical SEO

Technical SEO focuses on the technical aspect of whether or not a website and its pages can be accessed and crawled by search engines for storage. When search engine robots crawl a site, it is basically going to be making a notation of the following criteria:

  • Can the site be crawled successfully?
  • What is the site’s loading time and is it fast?
  • Is the site mobile-friendly and does it adapt for mobile viewing?
  • Can the search engine easily identify what to index and what to store?
  • Is the site using search-friendly technology or a search-friendly platform?
  • What is the site’s hierarchical structure?

2. Content

Content is also one of the most important aspects of the website because it directly expresses and explains the purpose of the site and why it exists. The content placed on a site is what search engine robots extrapolate to display for relatable searches. It is what makes the difference between a query for ‘web developers near me?’ returning a web designing business and not a grocery store’s site.

If content marketing is used for sites that are primarily blogs or service-based businesses, content is extremely important because it is an easy way to promote a business to an audience in a consistently recurring way. Content marketing coupled with a solid SEO strategy generally provides the best ROI due to no cost per click existing.

3. Onsite SEO

Onsite SEO is the practice of optimizing the site on both the macro and micro levels. This means that technical SEO practices would be implemented for the main pages of the site along with each individual sub-page equally. Aspects such as keywords, page speed, structured data, and meta descriptions should all be treated equally.

4. Offsite SEO

Offsite SEO is done through a process called backlink link building which helps search engines determine a website’s level of clout. Backlink link building is essentially when another website references points back to your site via a hyperlink. This can be accomplished with varying methods but can positively affect a site’s ranking factor in a search engine when it receives multiple quality linking references from other high-ranking sites. The ultimate goal is to receive as many positive links as possible so the site can grow in its authority ranking, thus, boosting the visibility of the site to the searching audience. 

Main Takeaways

  • SEO is extremely important as 68% of all online experiences begin with search engines.
  • SEO is the process of adjusting your website to fit the. algorithm of search engines. 
  • Four key areas to focus on when developing an SEO strategy are technical SEO, content, onsite SEO, and offsite SEO.

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