Search Engine Optimization (SEO) is the ongoing process of making regular adjustments and improvements on your website structure, content, and reach, in order to gain the best positioning in the search engine results pages (SERPs).
SEO is a mix of a variety of methods, techniques, and strategies, applied to optimize your web presence in order to increase incoming traffic to your website and other online elements. Traffic from search engines, which is also known as organic traffic, is most valuable to your business. Visitors to your site, directed by search results, are actively seeking the product(s) and/or service(s) you offer. This class of visitor will tend to convert more readily, more often. Here’s why:
- More than 90% of online time starts with a search.
- Roughly 90% of people will search for a product or service before purchasing.
- Over 70% of online activity is related to local content.
- Greater than 60% of local searches result in a purchase.
- In excess of 80% of people search online before making a major purchase.
The more prominent your position in the SERPs, the more likely searchers are to choose to visit your site. Of course, the more accurately your content reflects the services and/or products you provide, the more likely that visit will result in a purchase (conversion). Outranking your competitors in the SERPs is challenging work and that is where search engine optimization comes into play.
If the results of your SEO campaign, over time, makes it easier for Google and other search engines to index your content, they can rank you more appropriately in their search results. Honest content, correctly optimized, will result in better placement, leading to better results.