SEO is a digital marketing strategy aimed at producing targeted and relevant traffic from Google’s search engine results page on a variety of keywords 'organically'. In order for Google to place your website on the first page for a given query, your site must be recognized as one of the best results to deliver.
The common acronym for Search Engine Optimization is SEO. SEO can also be referred to as “Organic”, “Natural” and “Earned”. These are the results that appear on Google’s search engine results page (SERP) that are not paid ads. The advantage to SEO is that done right, your website will appear on Google for a variety of different terms and phrases that are relevant to your business.
The more terms you can show up for, and the more popular those terms are, the more clicks you website will receive. This results in higher levels of natural, organic website traffic that will take the intended action. For some, the intended action is a phone call, a form submission, a purchase or clicks on ads.
The aim of SEO is to not only show up on Google searches, but moreso, show up on the first page of the search results. This is because while a website might show up on the second, third, fourth or fifth page, a searcher is unlikely to go past the first page results.
The goal of most SEO work is to achieve as many first page rankings on relevant search terms. Going further, the goal is to appear as high up on the first page as possible. The reason is simple, the higher up your are on the first page, the more clicks you’ll receive. This is why Google positions the Google AdWords results at the top of the page.
The SEO results typically have a ‘Maps’ or ‘Local’ listing that typically appear right below the paid ads, with the other natural results below it. If your location matters in business, then you’ll want to ensure that Google Local Optimization is a strong part of that strategy. Not only do the local results appear the highest of all the SEO results, but more information is provided, such as location, phone numbers and reviews.
SEO is all about out ranking competing websites and achieving high rankings.
Google is the dominant search engine because it did the best job at delivering search results. Today, when some want to prove a point, they’ll say “Google it”. They don’t say “Yahoo it” or “Bing it” and that’s because we have been accustomed to receiving better and more accurate results from Google.
Google’s mission early on was to organize the information on the world wide web and in so doing, provide users with the best information that matched their query. This is why if you’re looking for a family lawyer, you won’t find employment lawyer, personal injury lawyers, or dentists… you’ll find family lawyers. After all, if you didn’t find what you were looking for you might choose another search engine.
Appearing on Google’s first page naturally is the holy grail of all digital marketing because you’re in the right place, at the right time and in front of a user that has specifically looked for something you offer. The competition to appear on the first page will vary by industry and geography, and the rule of thumb is (as it is anywhere), the most there is to be gained, the more competition there will be.
SEO boils down to demonstrating to Google that your website is the best results to give your prospective buyer when they make a search for your products and services. Given this, how do you get Google to recognize your website as better than the websites of competitors?
On-Page SEO is about what’s happening on your website. Off-Page SEO is about what’s happening that isn’t on your website.
There’s a lot to say about Search Engine Optimization and Off-Page Search Engine Optimization, which is why we explain them each on separate pages, but here is a quick summary:
SEO On-Page is about making sure that you have original content and pages that speak to the different services and products you provide and/or the interests of the website visitor. The content has to be informative, and organized. The aim is to offer better ‘answers’ than your competitors to give Google a reason to show your site opposed to others.
SEO Off-Page is about making sure relevant websites online reference you with a hyperlink most common referred to as a ‘backlink’. Receiving a backlink is kind of like receiving an endorsement. The more authoritative a website is, the more credibility it can pass on to your website. For example, an article from The Toronto Star will matter much more than a link from a rarely visited blog.
The goal of SEO is to have a website that serves the user exceptionally well, while also being referenced by trusted and relevant website online.
SEO as a service is important because when it works it brings your website people that are in market to your business without having to pay an ad platform. Done right, your website can rank for a multitude of terms and phrases and draw in visitors much cheaper. The gains realized by increased organic traffic should be compared to what the cost would have been to gain that same traffic through paid means.
Most businesses we deal with will continue to see organic traffic and lead gains for years, while paying the same bill for SEO. Further, most leads and sales are derived from earned placement on Google’s first page. In short, SEO is important because it is often generates the best ROI.