What Is Search Engine Optimization?

Simply put, Search Engine Optimization, or SEO, describes the strategy and process associated with generating organic web traffic to a website by integration and management of relevant content. If your business has a web presence, you should have a deliberate strategy in place that dictates written copy and technical structure to improve the ranking of your site pages in Internet search engine results pages.

Given that 3.5 billion Google searches happen every day—1.2 trillion every year, worldwide—your business can’t afford to neglect the opportunities you may find by internet users looking for products and services via Google at any time. SEO is a science driven by the evolving behavior of the algorithms behind Google, Yahoo, and other search engines’ results generators, and because of this, it is unlikely that SEO will become less important over time as consumers continue to use the Internet to address problems and find solutions.

How Does SEO Work?

Search engines operate by using algorithms and software to “crawl” pages on the Internet and determine what the important information on a webpage is, and to whom this content is useful. The inherent goal of any search engine is to correctly understand what the user is searching for, and intelligently direct the user to the page or resource that fulfills the need behind the search. The engines want to get it right—Google wouldn’t be doing its job correctly if you didn’t find a workable local floral delivery service after searching “Send roses in Atlanta”.

To achieve this, the engines’ crawlers are constantly monitoring the pages on the Internet, their content, and the links associated amongst websites that convey usefulness and authority. The business strategy that should follow is the strategic presentation of information to keep your web content active and relevant for Internet users using search engines to discuss pain points that your products and services address. It’s an extremely cost-effective way to not only maintain and develop your business’s branding, but to drive Return On Investment (ROI) on digital spend and identify and connect with potential customers that are looking for a business just like yours.

Why Is SEO Worth a Business Investment?

When you look at the amount of resources—mostly time, some cost—that go into SEO strategy and execution as they compare to the other forms of online marketing and advertising is easily justifiable. It also is a critical first step in cementing a digital presence for your business; to overlook building a website without understanding SEO and how to set your business up for success will set you far behind your competitors and may expose your website as inefficient and likely underperforming to any trained eye.

As the major search engines of the year continue to thrive and dominate the way the world uses the Internet, there are no signs that investing in SEO optimization won’t be a beneficial investment for your business that creates dynamic new opportunities to identify and engage customers.

Despite the challenges of staying competitive in the ever-changing science of SEO, investing thought and strategy to drive organic SEO is getting significantly more important over time. When it comes to online marketing and digital brand management, SEO may well be the single most important thing you do. You must do it right.

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