What is SEO and who needs it?

Have you heard about SEO many times, but have no idea what it is and what it is used for? SEO (search engine optimization) is a set of tools for increasing the attractiveness of a website and improving the position of web pages in the results of regular searches. Given the fact that organic search is optimal for discovering and accessing content on the Internet, a successful SEO strategy is a necessary component of increasing the quality and quantity of traffic to your website.

To understand why SEO optimization is necessary for every company represented on the Internet, it will help to divide our definition into three parts:

◐ Organic search results: The most relevant to users’ queries are the unpaid, search engine-defined listings on search engine results pages (SEPRs). Both contextual PPC and pay-per-click ads dominate the SERPs. Unlike organic search results based on advertiser bids, organic search results are ranked according to the search engine’s organic ranking algorithms. This means you don’t have to pay to rank your site higher in organic search results.

◐ Quality of organic traffic is an indicator of the relevance of the user and his search queries to the content on your website. If you, for example, are an entrepreneur in the agricultural sector selling apples, which Google informs users about as a resource for Apple equipment, then hundreds and thousands of potential visitors, having entered your website, will immediately leave it without any conversions. Therefore, quality traffic is based only on an audience that is really interested in your information, products and services. Excellent optimization and promotion of the site involves using the efforts of the search engine to correlate the search intentions of users with the web pages indicated in the SERP.

◐ The amount of organic traffic is equal to the number of users who came to your website using a regular search. Since users are more likely to click on search results located at the top of the SERP, it is recommended to use an SEO strategy that will allow you to rank the relevant pages in the highest positions. The increase in the level of valuable conversions will be determined by the number of qualitatively attracted visitors to your website.

In the Google search engine, crawlers, which are more commonly known as “bots” or “spiders,” are often used to collect information about the content of all pages on the Internet. The algorithm of a web crawler is as follows: starting from a known web page, it follows internal and external links to pages on this and other websites, respectively. Analyzing their content and the context of the links followed helps the web crawler determine the content of each page and its semantic relationship with other pages in the index, a huge database of the search engine.

Once a user types a keyword through keyboard or voice search, the search engine tries to generate the most accurate and useful list of results for that query using complex algorithms. Organic results will include web pages that vary in structure and appearance, including text-based web pages with news publications or lists of local businesses, or resources with audiovisual information (video, images) and other niche types of content.

The factors that determine search engine algorithms are constantly changing, which is explained by the aim of constantly adapting to changes in user behavior and innovations in the field of machine learning. In the diagram you can see the impact of ranking factors on Google's search algorithms according to the assessment of a group of 150 SEO experts:

SEO specialists who offer marketing services develop and implement diverse online search marketing strategies and best practices on, off, and technical practices based on their own understanding of these ranking factors. To generate high revenue, maintain high SERP rankings, and ultimately drive high-quality user traffic, organizations are encouraged to use user experience-first strategies, using unmanipulated ranking tactics, and evolving with search engines and user behavior.

Remember that there are a huge number of practices in the field of Internet marketing in Ukraine, such as: social media management, pay-per-click advertising (PPC), conversion rate optimization (CRO), electronic marketing services and community management. Website promotion with their help is closely related to SEO and is outside the definition and boundaries of search marketing in the traditional sense. Interested in learning about these tools? Visit the Moz blog and familiarize yourself with dozens of relevant topics and categories presented.

If your goal is to promote an online store or promote a website on Google, then you simply cannot do without SEO optimization of the website. SEO strategy allows you to increase the attraction of quality traffic and the appearance of the website at the top of search results according to the terms and keywords that potential customers would search for. SEO enables the growth of organic traffic to the website and eliminates the need to spend money on placing an advertising banner at the top of search results. This does not mean that you should completely abandon paid advertising: in combination with other marketing tools, it helps to get a wider range of potential customers on a new website. However, given the fact that it covers a much larger number of user searches and generates clicks than paid ads, SEO is effective in the long term, providing you not only with organic appearance in search engines, but also with a better return on the money you invest in website promotion. A variety of rich results and knowledge panels, working in conjunction with other SEO tools, also help strengthen and improve the appeal of your company and website's image and branding.

Promoting your business on the Internet, particularly informational and commercial resources, should be accompanied by search engine optimization of your website , as the scale of your project increases, the need to generate organic traffic will become more urgent. SEO specialists will help you bring it to your website.

The flow of potential customers is ensured if the website is located in the first places in the search results. How does this happen? By entering a query that corresponds to your niche of professional activity, the user receives a list of websites. Usually, he will follow the first three links, so the location of your website in the fourth position or lower leads to the loss of precious traffic, because it is from queries that web resources receive about 80% of the total number of visits.

The money spent on search engine optimization of the site pays off in a short time, bringing profit and benefits to your business in the long term. SEO optimization of the site is primarily necessary for such industries of e-commerce as:

➤ retail

➤ b2b

➤ b2c

➤ product placement

➤ scope of goods delivery

➤ media projects, etc.

High-quality promotion and website promotion are necessary components of the development of every commercial website, project, information portal or blog. If for the first two, promoting a website on Google will contribute to an increase in sales, then for the latter - to an increase in reach and the number of readers.

Imagine the following situation: having created a large and attractive website, filled it with relevant articles and photo and video materials, designed all its structural elements (a page with tariffs, a start page, product cards) and placed links on all possible platforms (on social networks, product packaging, street banners, stores), you expect a qualitative increase in sales, which for some reason are not there. The saving "pill" in this case will be the promotion of the business on the Internet, which will allow you to increase the reach of users several times, since the above advertising methods are focused mainly on your friends and random people who see an advertising stand on a street avenue. The Internet is the ideal place where the possibilities for promoting an online store are limited only by your imagination and where there is a target audience for a project with any topic. It is only important to know what effective methods you can use to attract it.

● increasing audience reach and website traffic;

● multiple increase in sales and profits;

● as a result, increased customer trust and loyalty.

IT company Golden Web provides high-quality, effective and diverse marketing services for website promotion. Call us today and make sure that the development and promotion of Golden Web websites will be an ideal option for increasing your profits from your activities on the Internet! You can familiarize yourself with our projects and offers for SEO website optimization on our website golden-web.digital.