What is SEO?

SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. It is also a valuable tool for brand awareness, building relationships with prospects, and positioning yourself as an authoritative and trustworthy expert in your field.

So Why is SEO growing in importance the way it is? And do your Website really need it?

1. Organic Search is Most Often the Primary Source of Website Traffic.

Organic search is a massive part of most businesses’ website performance and a critical component of the buyer funnel and ultimately getting users to complete a conversion or engagement. Being highly visible as a trusted resource by Google and other search engines will always work in a brand’s favor. Quality SEO and a high-quality website take brands there.

2. It Supports Content Marketing.

Original content and SEO work hand in hand; by creating helpful content for visitors, including text, images and videos, your site will rank better in search results. But SEO can support your content marketing efforts too. Make sure that your content is high quality and optimized for keywords you want to rank for, and since search engines like freshness, update your content regularly.

3. SEO Provides 24/7 Promotion.

Search engine optimization efforts do not stop after work hours. Content does not disappear after a budget runs out, such as with paid advertising. Rankings achieved through SEO promote your website 24/7, taking absolute advantage of the (at least) 60,000 Google searches occurring every second. Once more, SEO is unique because it allows your company to reach users while they’re searching for you – not on a billboard spotted on the way out of town.

4. You can move ahead of the competition.

Today, SEO is widely considered a staple of any marketing strategy. In fact, 61% of marketers say that improving their SEO and improving their online presence is a top priority. This means that your competitors are likely already taking steps to establish high rankings in search results. And with an SEO strategy of your own, you can keep up with — and ideally, move ahead of — them to stay competitive within your industry.

5. You Get Quantifiable Results.

With SEO, you can track changes in rankings, conversions and website traffic. Platforms like Google Analytics provide a comprehensive suite of information, allowing you to drill down to an incredibly granular level. For example, you can see every website user's buying journey — including the pages they engaged with, the keywords they used to search and whether they completed specific actions. You can use these insights to adjust and improve your SEO strategy.

Today, SEO is an essential part of any marketing strategy. So, to answer the question, “do your Website really need it?”, the simplest explanation is that it’s the best way to improve your online visibility and reach consumers as they’re actively searching for information. It also presents a wealth of benefits that no other digital marketing tactic can offer. Beyond that, the right strategy can also help you improve your brand’s PR and move ahead of your competitors.

And considering all of these clear advantages, there’s no reason not to optimize your site.