What is SEO and Why Does it Matter?

Simply put, SEO, or Search Engine Optimization, is the process of improving your website so that it shows up higher when people search. Search engines, like Google, Yahoo, or Bing, determine which websites will show up first based on a ranking system. SEO is about making your website more appealing to these search engines so that your website appears higher in relevant searches. SEO isn’t just for big companies. It is important for small businesses and local organizations to optimize their websites so they don’t get lost in the crowd.

How SEO Works

The process of SEO involves search engines crawling your pages, indexing the content, and ranking the results. Crawling in SEO is when search engine bots systematically discover and scan webpages by following links to understand the content on your site. After search engines have crawled the site, the next step is indexing. Indexing is when search engines analyze and store the information they found from your webpages while crawling into a database, called an index. After the information is indexed, it can be ranked. SEO ranking is the position the search engine determines your website belongs in the search based on the information it gained. Essentially, crawling is like finding the information, indexing is organizing and storing the information, and ranking is utilizing that information to decide on where your website should appear given a search result.

Your ranking depends on many factors, including keywords, site quality, user experience, links, and authority. It is important to align your website with what people are searching for. If people are searching for “new couches” and you don’t have a single mention of a couch on your website, despite the fact that you are a furniture store, you will likely rank very low for that search. But if you have a page on your website of couches with a page title that reflects the product, you use the word couch in the URL and meta description, and your website loads well and is mobile-friendly, there is a much greater chance your website will rank higher in the “new couches” search.

SEO strategies include:

• Keyword Research: Finding the words or phrases that potential web visitors are searching for. Google Adwords and Ahrefs are useful tools for finding relevant keywords.

• Content Optimization: High-quality, relevant, and engaging content is an important part of SEO. If the content on your site isn’t relevant to what your ideal customers or clients are searching for, your site will likely not show up in their searches.

• Technical SEO: SEO isn’t just about content and keywords. It is important that your website is optimized for speed, mobile responsiveness, and indexing.

• Link Building: Backlinks, or links from other websites to yours, from credible sources are a helpful way to establish authority.

Why Does SEO Matter?

1. Visibility
   People are likely to click on the first or second Google result when searching, and most don’t go past the first page. SEO helps your site appear higher on search results where your potential customers are looking.  

2. Credibility and Trust
   Higher rankings are a sign of credibility and trustworthiness. Since search engines rank based on relevance, authority, and user experience, having a high ranking due to proper SEO signals to your potential leads that your website is a credible source for the information they are seeking.

3. Sustainable Results
   Unlike PPC, SEO focuses on organic traffic, and while it can take more time and effort than paid ads, the results are more long-term and sustainable. Well-optimized websites can continue to attract visitors without the cost of ads.

4. Cost-Effective Marketing
   SEO is focused on organic reach, vs PPC, which helps you appear in search results using paid ads. While PPC and SEO are effective tools when used together, SEO is typically not an additional cost from your web development plan and can save you money in your marketing budget.

5. Competitive Edge
   Local SEO helps level the playing field with larger firms that are ranked highly in search. Local SEO like “yoga near me,”  or “San Diego yoga,” or even more specifically “yoga in La Jolla,” can help you be found compared to nationwide companies that have a global reach. Regardless of company size, your competitors are using SEO to their advantage, so you should too. An effective SEO strategy helps you stay competitive.

6. Better User Experience
   Good SEO doesn’t just help in Search Engine rankings. Optimizing your website’s structure, content, speed, and mobile responsiveness, you provide users with a more enjoyable experience.

Types of SEO

1. On-Page SEO: Keywords, website content, page titles, URLs, meta descriptions, images, and image alt-text all contribute to on-page SEO. This is the content on your webpages that affects your rankings.

2. Technical SEO: Site speed, mobile friendliness, a secure site (HTTPS), and a clean site structure are all technical SEO. These are technical elements and optimizations on your site that help it.

3. Off-Page SEO: Backlinks, or links from other sites to yours, and social media engagement are off-page SEO. These are done on other sites besides your website, but can help your site’s ranking.

4. Local SEO: Optimizing for searches in the local area, like optimizing your Google Business Review, updating your accurate business information in directories, and positive reviews, are all helpful. Read more Local SEO content here.

Common SEO Misconceptions

1. It’s Just About Keywords: While keywords are an important factor in SEO, there is much more to it. It involves keyword research, content optimization, technical SEO, link building, and more.

2. It Works Instantly: Unfortunately, SEO takes time, but the results are worth it. Like Rome, a high search ranking won’t be built in a day, but an optimized, user-friendly website that brings in potential customers and clients will be well worth it.

3. It is Too Technical for Me: Basic SEO strategies are manageable and effective. If you would like to explore more in-depth SEO strategies, your local web designer and digital marketing expert can help.

SEO is an important piece of web development and digital marketing because it helps your website and online presence be found. It also builds trust with your audience and helps your business grow. At Solazzo Designs, we specialize in creating tailored SEO strategies that deliver results. Contact us today to learn more.