What is SEO?
SEO or “search engine optimization" is the practice of increasing both the quality and quantity of traffic on your website through organic (non-paid) search.
There is a lot that goes into SEO and it can be overwhelming trying to understand all of the nuts and bolts that go into it, but it really comes down to people. Understanding what people are searching for, how they are searching for it, and the the words that they are using in those searches. The organization of your content, and understanding how your content answers those questions will enable you to grow your organic traffic.
Below are some basics to help you understand a little more.
Search engine 101
Search engines crawl through the web looking for pieces of content and websites that best answer those searches or questions.
These search engine will evaluate your site's content and the organization of that content, think titles, images, copy, and then based on how these factors compare to the search your site will either raise or lower in the results. This is why it is so important to have a plan and understanding on the questions you want to answer, the solutions you want to provide, and the audience you want to attact.
"Organic" vs. "Paid"
Organic search results are results that are driven through effective SEO, they are not paid for (vs. paid search/advertising).
Paid search or advertising is the tactic or increasing your position in search or through timely ads to increase odds of visibility onto your page.
So why is this so important to understand?
Showing up high in organic search means that your content was evaluated/tested and has been deemed a likely good solution for the users query. Ultimately, positioning you to provide a solution to those that searched.
Paid search on the other hand will enable you to position your page higher then it deserves organically. This can be an effective way to increase traffic, leads, and sales. However, it can also be costly and can often times deliver less then desirable results. Ultimately, if you are not providing the solution that the person conducting the search was looking for, you are wasting your money and paying for clicks that don't result in a conversion, lead, or customer.
Why SEO is important?
The first five organic results from a search account for 67.60% of all the clicks and the results from 6 to 10 account for only 3.73%. The 1st page on a google search result receives 71% of the total clicks.
53% of website traffic comes from organic search.
Almost a third of consumers search for local businesses on a daily basis.
This is why 67% of content marketers say SEO is their most efficient tactic.