Search Engine Optimization – What It is and How it Works?

If you are in any of the following industries (webmaster, marketing, or sales) you have most likely heard the term Search Engine Optimization (SEO), however if you are not entirely familiar with it, you may be left wondering exactly what it is and how it works. Hopefully after reading this article you will be understand exactly what it is and how it helps people with their inbounds marketing strategy.

Search Engine Optimization

What is SEO?

Search Engine Optimization or better known as SEO, is basically the process of optimizing a website so that it appears in the top search results (preferably the first page and the top 5 spots) for any given search engine. Most people in the SEO industry only prefer to get their rankings up in Google, considering that is the most popular search engine.

Why is SEO Important?

Millions of people (literally) use search engines every day and most of them use Google.  Research has proved that 89% of all online purchases begin on a search engine. Not only does 89% of all online purchase begin there, but 75% of those purchases all come from within the first page of those search results.

So if you are not utilizing search engine optimization as one of your inbound marketing techniques you are missing out on a lot of customers, and most likely your competition is taking advantage.

How does SEO Work?

Well SEO is a complicated matter, especially with the consistent updates from search engines like Google.  SEO used to be all about building backlinks to your website, the more backlinks you had the better your rankings would be. However, this is not exactly true anymore.

Google is constantly making updates to their algorithm so the process and the strategies that are needed to get your website ranked higher is an on-going mystery. Many people like to say it is like shooting at a moving target, however, there are several key facts that people DO know about SEO and these things are PROVEN to work.

  • Create Quality Content – Search Engines love fresh and unique content. I mean that is what their entire business model is based around. They want to provide useful and high quality content to their users, so it only makes sense that this is an important part of their algorithm.
  • Quality & Authority Links – When backlinks were the major algorithm trigger, people used to spam thousands of backlinks to get a site ranked (and it used to work). However the algorithm has become more sophisticated and they look for links that come from authority websites.
  • Social Media Presence – No matter where you are located now days, people use social media sites like Facebook, Twitter, and LinkedIN. Search Engines take these types of sites into effects considering everyone uses them and they are a great indicator for good quality content. If people are constantly talking about them, they must be good right?

No matter your position in your company or what industry you are in, the bottom line is if you are putting together a marketing campaign for a business or project launch and you are not including search engine optimization as a strategy, then you are missing out on tons of prospects and opportunities.