SEO And Its Importance For Business Objectives

Digital & Innovation | 13th May 2015
Unless you have been living on another planet, you must have heard somewhere along the way the terms “SEO”, “keywords” or simply “Optimization of websites for Google”. In spite of these terms being almost universal nowadays, there’s still some confusion across business managers and key decision makers regarding the true meaning of SEO and how it can be worked to accomplish business objectives.

Do you know what SEO actually is and how does it work? Do you know how to use it to achieve your business goals?

On this article, I will briefly explain what SEO is (leaving outside the technical details and the deeper details), how search engines work, the importance of keyword research and how SEO can be important in order to achieve business objectives.

1. What is SEO?

SEO (Search Engine Optimization) is a marketing discipline focused on growing the visibility of websites by making constant improvements to gain better rankings in search engines results page (also known as SERP). This includes a range of different techniques and strategies, both technical and creative, that can be used to optimize websites in order to increase website organic traffic (in opposite to paid traffic, also known as SEM) and ultimately convert this traffic into business results.

There are many factors that influence rankings on search engines (to be honest no one really knows the magic combination), however 99% of the times a good ranking can be achieved simply by structuring websites content according to Google guidelines, having good and relevant content that people want to read, and also authority. i.e. website content being recommended by others (on some situations however, personalization such as location awareness, user’s search history, pattern match or social connections., can influence the final result).
The importance of SEO is often underestimated by businesses and decision makers, not because they do not understand the importance of ranking first on Google, but because they don’t really understand how it works and how it can be used to achieve business goals (personal opinion).

2. The User Journey and How do Search Engines Work

Next I will introduce some stats that clearly show the behaviour of users on search engines.

We all know that being on the first page is “gold” to take advantage of the above stats, but how can we outrank competition and climb up the Google ladder? First of all it is important to understand how search engines work to plan a SEO strategy that is adequate for your business.

Search engines job is to organize the available information on the world wide web and deliver the most appropriate, relevant and authoritative information to their users.  In order to achieve this, search engines use an algorithm that combines a wide range of factors in order to deliver and rank information according to what users are looking for (a.k.a. search strings).

So if you understand the factors that influence the algorithm guess what? You can work on them to improve your chances of being found.

The key to be understood by decision makers is that search engines will look at their sites content and match it against what users are looking for, so the first step on the process is to think about the potential visitor. What are people searching for? What kind of query is he typing? How can you relate these search strings with your content? How can you create content to take advantage of trends on search strings?

Obviously, you cannot optimize your page for hundreds of different terms, just one or two. This is the reason why you need to be very specific and choose for what you’re optimizing. There are important things to keep in mind when you think about SEO strategy: relevance, frequency and competition.

3. The Importance of Keywords Research​

Keywords research process, KEI (keyword effectiveness index), is a relation between frequency (how often people search for something) and competition (how competitive the market is). KEI is one of the ways to find what keywords and keyphrases show the biggest potential and are more likely to help your site attract more targeted traffic. But, as always, you need to have a relevant term to user’s search query.

I consider this stage to be the most important one when you decide to go into the world of SEO.

Once you come up with this list of important and relevant keywords or keyphrases to your business you need to go on onsite optimization (the technical part) and offsite optimization (the creative part). I will explain of further posts the meaning of both and how they can be worked.

4. The Contribution of SEO to Achieve Business Objectives

Unlike SEM, or promotional activities that generate traffic by suggesting visitors to visit websites, organic visits are generated by people who are actively searching for something businesses present on their websites. In other words, they are high quality leads, with a higher probability of engaging users on the buying cycle. This type of visitor will usually stay longer on websites, see more content, engage more, have lower bounce rates and buy more products on the long run, than paid users.

Being top in search results can have a great impact on businesses, especially on small businesses with low budget to spend on other marketing channels. A good SEO strategy can help you being found on the internet, attract high qualified leads and convert them into sales.

On the next post I will focus on details of SEO strategy, Google recent updates on its algorithm and the impacts that it will have on businesses.

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If you want to learn more about SEO strategies and digital innovations, check our own articles about these topics.