EM360 Digital Blog

30 May 2016

What is SEO and Why You Need It

Chances are that with­in the last few days you have searched for some­thing on the inter­net using a search engine like Google or Yahoo. Whether is was for a prod­uct, a ser­vice or just look­ing up some infor­ma­tion because you had a ques­tion, there is a whole branch of dig­i­tal mar­ket­ing geared towards get­ting a busi­ness own­ers web­site to pop up at the top of the list when some­one enters a search request. Apart from the “Ad” list­ed results that show up at the top of search results, these busi­ness­es pay for their ads to be in that place, the rest of the search results are ordered by rel­e­vance and this is where search engine opti­miza­tion (SEO) comes into play.

What is SEO?

SEO is the process of attract­ing traf­fic to a web­site by using opti­miza­tion tools to increase the “organ­ic” or free search results on search engines. This is a cru­cial part of a busi­ness­es dig­i­tal pres­ence because the high­er a result is list­ed (ranked by the search engine) and the fre­quen­cy in which it appears to the searcher, the more traf­fic it will receive that can lead to poten­tial cus­tomers. Search engines oper­ate using algo­rithms that are designed to “search” the web for rel­e­vant and relat­ed words and infor­ma­tion based upon what is typed into the search queue. There are two basic areas: on-page and off page opti­miza­tion.

Here are a few things to focus on for great On-page Opti­miza­tion: 

  • High-qual­i­ty con­tent
  • Great Images
  • Web­site HTML struc­tur­ing
  • Link acqui­si­tion cam­paigns

The search engine algo­rithms scour the Inter­net look­ing for qual­i­ty and rel­e­vant con­tent, which doesn’t include use­less fluff on web pages filled with key­words hop­ing to trig­ger high rank­ings from the search engines. The search engines are way too smart for that so there is a pre­mi­um on high qual­i­ty and inter­est­ing con­tent. An SEO ser­vice com­pa­ny will also address the struc­ture of your web­site HTML in order to elim­i­nate code clut­ter so that your con­tent is eas­i­ly acces­si­ble to the search engines and that load­ing times are reduced so there isn’t time wast­ed by either the search engine or the con­sumer.

What to focus on for Off-page Opti­miza­tion:

  • Link build­ing
  • Engag­ing blog con­tent – a great way to nat­u­ral­ly obtain links
  • Research your com­peti­tors – what can you learn from their tac­tics
  • Active social media pro­files
  • Pos­i­tive online reviews

Final­ly, build­ing upon qual­i­ty con­tent on your web page, part of the off-page opti­miza­tion includes link build­ing, which is per­haps the most con­tro­ver­sial aspect of SEO. Get­ting rel­e­vant and respect­ed web­sites to link to your page is a huge step in increas­ing your search rank­ings but this only hap­pens when you have qual­i­ty, inter­est­ing, and edu­ca­tion­al infor­ma­tion on your web­site.

Get­ting the most traf­fic to your web­site is the name of the game when it comes to land­ing poten­tial cus­tomers. Search engines can be a tricky beast to han­dle when it comes to opti­miz­ing your web­site to increase your search rank­ings. While it takes time to build and opti­mize a qual­i­ty web­site, there are no short­cuts when it comes to gain­ing last­ing search engine sta­tus. Con­tact an SEO ser­vice com­pa­ny to dis­cuss what exact­ly they can do for your busi­ness, and now you know what SEO is and just how it can help increase traf­fic to your web­site.


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