“What is SEO?”
SEO (or search engine optimization) is the ongoing process of enhancing your website and its content to be more easily found and accessible by search engines and potential customers. With an average of 2.2 billion searches being conducted on Google daily, SEO and its benefits for your business’s online presence are critical in today’s marketplace.
Importance of SEO
As a user of search engines. you’re likely familiar with the importance of ranking highly on a search results page (or SERP) for keywords related to your products or services. Most shoppers choose to visit one of the top three ranked sites, and approximately 90% of users will not browse beyond the first page of results. Missing out on top SERP placements can have a very tangible impact on your revenue.
SERP Ranking Factors
Over 200 variables factor into a website’s rankings on Google, and search engines regularly adjust their SERP formulas and weighting of these individual variables, referred to as “algorithm updates.” Added with constant change in your business’s competitive environment from local and national competitors, close monitoring of your site’s presence is essential.
Considerations
SEO is a marathon, not a sprint. It takes significant time for a SEO expert (or your internal team) to properly perform a SEO overhaul including keyword research, technical analysis and evaluation of referring links. It also typically takes a few months post-implementation to begin reaping the benefits of improved SERP rankings as search engines re-evaluate your site’s changes and monitor how users interact with your updates. Lastly, a SEO refresh sets a great foundation for improved rankings but a website’s SEO presence must be closely monitored and enhanced on an ongoing basis to avoid backsliding in search results compared to competing sites.
