Search engine optimization (SEO) is the practice of creating content that matches what a potential customer types into a search box. The goal is to persuade a search engine to rank your content in a higher position, capture free traffic, and convert visitors into customers. SEO also supports every stage of the customer journey, from initial awareness to final purchase.
How does SEO work for a business?
SEO works by aligning your content with the keywords users search for. If your eCommerce website sells tennis shoes, you should optimize pages around both informational and product keywords. You may even want to create a separate website for each of these different types. The basic principles for SEO remain the same regardless of structure: you need to know which keywords your customers are searching for, then build content that matches those searches.
If your website doesn’t rank high for the right keywords, you’re missing out on significant revenue. By optimizing your content for search engines, you can increase ecommerce sales, generate leads, and capture traffic from TV ads and other media.
What does SEO do for revenue and brand?
SEO reduces customer acquisition costs and increases customer lifetime value. A website with SEO can generate traffic for the company’s products, services, and brand from TV ads and other channels. High-quality content placed on the first page of SERPs increases website visits and converts visitors to customers. Effective SEO can also open up additional sources of revenue beyond direct sales.
What is the history of SEO and search engine market share?
In 2003, there were more than one hundred SEO companies in the United States. By 2006, Google had close to 90% of the market in the UK, and Google had nearly 80% of the market in Germany in 2007. Hundreds of SEO firms operated in the US in 2006, and by June 2008, the majority of internet users had visited the top-ranked website after a search. Competition remains fierce in the UK, where Google is the top search engine in most countries.
Should SEO be combined with PPC?
The best SEO strategy includes a combination of PPC and SEO. This strategy will help your website rank higher in Google’s top rankings. By implementing both strategies, you’ll see the best results. You’ll also need to optimize your site for mobile, since optimized content for mobile devices improves SEO and gives you the best chance of converting customers.
FAQ
What is search engine optimization (SEO)?
Search engine optimization is the practice of creating content that matches what a potential customer types into a search box, with the goal of persuading a search engine to rank that content in a higher position.
Why does SEO matter for an online business?
SEO matters because it reduces customer acquisition costs, increases customer lifetime value, and puts your brand in front of customers at every stage of the marketing funnel. Optimized content can also generate leads and capture traffic from TV ads and other media.
Should SEO be used alongside PPC?
Yes. The best SEO strategy combines PPC and SEO to help a website rank higher in Google’s top results, and mobile optimization should be part of that approach.