A guide for all companies.
SEO summarizes all activities that contribute to a website ranking high in Google search results. This can result from OnPage or OffPage SEO optimizations. A good SEO strategy helps catapult a website to the top of search engine results. In addition, it can also help boost a company’s visibility and brand. No wonder many companies are already successfully using SEO to their advantage.
The fact is: websites without top rankings on Google are rarely or never clicked on. This means losing potential customers who are already actively searching for a product or service.
What is SEO?
Search engine optimization, or SEO for short, is a sub-area of online marketing aimed at improving visibility in search engines. The abbreviation SEO comes from the English term Search Engine Optimization and is today the global term for the optimization of websites for search engines. SEO is divided into two sub-disciplines – OnPage and OffPage optimization.
SEO in the past vs. SEO today
Sophisticated algorithms enable today’s search engines to answer search queries and deliver mostly very accurate results, providing the searcher with valuable information amidst a vast source of information. The display of search results, also called SERPs, is based on certain factors. Ever since the first search engines entered the market, the overriding task in the field of SEO has been to evaluate these ranking factors and to positively influence the rankings of a website through the use of targeted optimization.
The SEO beginnings or also “How SEO does not work today”.
After search engines established themselves on the web, the first webmasters started trying to influence search results. The resulting SEO community quickly discovered that relatively simple measures could be used to manipulate a website’s rankings. The possibilities were straightforward and thus led to a profitable model. Thus, through practices such as keyword stuffing, link spamming, etc., website operators could achieve a good ranking in the search results with little effort. Over time, search engines like Google realized that this was not in the user’s best interest and started developing algorithm updates. These optimized the quality of search results more and more in recent years and low-quality websites and optimization measures lost value or, in the worst case, were penalized. Due to the constant development of ranking factors and thus the improvement of search results, Google developed into THE search engine and outdated SEO techniques today either no longer have any relevance or even have a negative effect. It is best to look for a digital marketing agency from sydney for more questions.
SEO in the future – Where is the journey of search engine optimization going?
A lot has changed over the last decade of SEO. Some disciplines still work “similarly”, other measures have been buried. Overall, it can be said that SEO has become more comprehensive because it is no longer enough to look at the subject from a single angle. Rather, SEO today is a complex interaction of various factors, which must be optimally coordinated with each other. Google’s algorithm is no longer satisfied with fixed ranking factors, but today develops independently by means of A.I. and thus improves the search results every day. This process, which can be summarized with the term “Machine Learning”, has the consequence for SEO that everything is less transparent and not even a Google employee could tell what has changed during a Google update. In addition, technical SEO is becoming more and more important and side shows such as usability and user-focused content are also coming to the fore. This leads us in the field of SEO more and more to the question: What does the web user actually want?
Advantages of SEO? What are the benefits of search engine optimization?
SEO is a serious traffic channel in online marketing. Today, the use of SEO can even contribute decisively to how successful a company is. Thus, it is no longer a matter of debate whether SEO is worthwhile at all. The following key points briefly summarize the advantages of SEO.
SEO is the future, because users search online
While yellow pages are gathering dust in the corner, even the older generations are using the Internet as a source of information – a rethink has long since taken place: On average, nine out of ten people use Google. Each of them is looking for a solution to their own personal “problem”. The searcher then finds the ideal solution in a product or a service. Those who appear directly at the top of the search results with suitable SEO measures are therefore investing in the future.
SEO offers users a direct solution
Compared to other acquisition measures, search engine optimization has a clear advantage: The potential new customer does not have to be convinced that he needs the offered products or services – because he already knows it, otherwise he would not search for it. Thus, SEO acts according to the pull principle.
SEO is cost-efficient
What many entrepreneurs cite when deciding against SEO is, last but not least, the cost factor. It is obvious that search engine optimization is not exactly cheap. But the investments are worth it. Thus, a top position for a company can mean significant growth, because: In Google’s search results, the positions on page 1 are clicked on – so if your own website appears here with desired added value, you win.
SEO is measurable
Working with SEO professionals means that all implemented measures and successes are logged, analyzed and evaluated. In this way, measurable key figures can be created very quickly, on the basis of which the SEO successes can be evaluated.
SEO strengthens the image and brings new customers
SEO is particularly interesting because of one very special aspect: it increases visibility, and not only at the moment of the search query. Due to the long-term orientation of SEO, searchers come into contact with the company, the brand and the product name more and more often. It is this form of brand awareness that is a critical success factor.
The top 5 reasons for SEO
The above advantages already strongly suggest the benefit of SEO. Nevertheless, we have summarized here again the top 5 reasons for SEO.
- More traffic on the website
- Sustainable visibility on Google
- Optimized user experience
- More sales and customers
- Better image and authenticity
Conclusion – Why SEO is so important for companies?
Search engine optimization is no longer an insider tip and neither is the fact that a usability-optimized website is important. Nevertheless, one notices again and again that many websites of companies do not correspond to this scheme and SEO is still considered unimportant. On the one hand, this is very shocking, but on the other hand, it still offers many companies a chance to jump on. For this, however, the management must have understood that SEO as a component of online marketing belongs to the holistic marketing strategy and thus leads to sustainable success.
Search behavior and also search engines are constantly changing. This fact is the reason why a continuous and sustainable search engine optimization is important. These constant changes also require the appropriate know-how, as well as the subsequent adaptation of trends and measures. Every company that does not deal with this topic will not be successful in the long run.
Also competitors operate SEO! At least there will be no market where at least one competitor is not actively doing search engine optimization. Companies that do not practice SEO will therefore not only lose website visitors, but also potential customers who are actively searching for a product or service.
Search engine optimization is one of the most cost-effective marketing channels. This is mainly because organic search hits are free traffic. Especially in combination with paid search ads (e.g. Google Ads) or other online marketing channels, sustainable search engine optimization forms a cost-efficient online marketing strategy. In contrast to paid advertising, traffic does not completely collapse when the budget is reduced.