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The Definition of SEO and its Importance

By Leslie Radford

Key Points

What is SEO?

How Does SEO Work?

What Is SEO Strategy?

The Importance of SEO

More on SEO

Many people understand the basic principles of Search Engine Optimization (SEO), but a lot has changed in the last decade, and it will continue changing in the years to come.

Let’s take a look at some of the elements of SEO:


What is SEO?

SEO stands for search engine optimization. It refers to techniques that help your website rank higher in search engine results pages (SERPs). This makes your website more visible to people who are looking for solutions that your brand, product, or service can provide via search engines like Google, Yahoo!, and Bing.

The techniques we use to improve our rankings have changed significantly in the last 10 years. This has to do with the search algorithms that these companies constantly change.


How Does SEO Work?

SEO works by optimizing a website’s pages, conducting keyword research, and earning inbound links. You can generally see the results of SEO efforts once the webpage has been crawled and indexed by a search engine.

Looking deeper: There are a ton of ways to improve the SEO of your site pages, though. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links (also known as backlinks). And that’s just to name a few. See our article on ranking factors.

Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in their SERPs.

seo strategy plan

What is SEO Strategy?

An SEO marketing strategy is a comprehensive plan to get more visitors to your website through search engines. Successful SEO includes on-page strategies, which use intent-based keywords; and off-page strategies, which earn inbound links from other websites.

Looking deeper: Before you create a new site page or blog post, you’ll probably be thinking about how to incorporate your keywords into your post. Whenever you create content, your focus should be on the intent of your audience, not how many times you can include a keyword (whether it’s long tail or short tail) in your content.

To satisfy intent and rank well in the long term, build your SEO marketing strategy around topics, not keywords. Understanding your target audience (aka buyer personas) and what interests them is key to attracting relevant visitors to your website through search engines.


The Importance of SEO

SEO is important because it helps people find information and discover pages on the world wide web. SEO is especially important for businesses as it ensures they’re answering their audience’s biggest questions on search engines while driving traffic to their products and services.

Looking deeper: In the past, SEO success was measured by whether or not you were ranked high on the first page of Google. But even if you ranked well for a term, does that actually mean you’re going to see results?

Not always. You might rank really well for terms that aren’t ideal for your business. So you appear high on search engines, get a ton of traffic, but then your website visitors realize your company isn’t what they were looking for. You don’t convert customers from this traffic, and ranking high for this particular keyword is essentially fruitless.

The amount of traffic to your page is less important than how qualified that traffic is.


More on SEO

There’s also Organic Traffic and Direct Traffic and Pay-Per-Click Traffic that can affect your SEO. Advent Trinity’s sweet spot happens to be SEO and we are happy to help you get results!

Set up a consultation and we can discuss an SEO strategy for your business.

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