Why SEO is Necessary
In today’s competitive business environment, you will find that not only is it important to have a good product or service to sell, but also it is key to have a clear understanding of the benefits of using SEO as part of your online marketing mix. This article discusses this topic further and provides some insight on how to go about leveraging SEO as a means to effectively increase your organization’s online visibility.
While conducting research on the elements that affect search engine rankings, experts identified over 200 factors that are used to determine which websites will appear first in a given search results page. Understanding the importance of each of these factors is an ongoing process for SEO experts, as new search engines are constantly refining their methods to provide accurate and relevant results for searchers. Another challenge with SEO is coming up with strategies that allow pages within a specific website to rank well across multiple keywords and phrases.
This inevitably puts pressure on content creators because they have no control over how Google’s algorithm assigns weightage to each of these keywords/phrases in determining search engine ranking success. For instance, let’s say you own a home improvement website and you want to rank well for the keywords “home” and “improvement”.
Typically, one would expect these two words to appear together on most search engine result pages that come up when a user searches for either of these particular keywords. This makes it difficult to achieve a high SERP placement for both of these terms, as they will be ranked based on which term appears more frequently across all web pages searched by users. In this light, most SEO experts agree that the best way to increase your chances of achieving high rankings is through writing content around highly targeted phrases or keywords.
Unlike traditional media platforms such as radio and print where advertisers have direct control over reaching out to consumers/readers, online advertising requires a different approach. When advertising on the internet, your website must be visible to users for them to visit and interact with it. This visibility is achieved through a number of online marketing strategies such as search engine optimization, pay-per-click advertising, and social media marketing. These methods work together in a complementary fashion in order to provide you with high returns on investment (ROI).
Much like any other form of digital marketing, search engine optimization requires a lot of planning and strategizing before one can expect positive results from their efforts. To approach SEO successfully, most businesses first conduct an assessment of current websites using tools like Google analytics or webmaster tools (provided by Google).