What is SEO & Why is it Important?
You’ve likely heard of SEO, and if you haven’t already, you could obtain a quick Wikipedia definition of the term, but understanding that SEO is “the process of affecting the visibility of a website or a web page in a search engine’s unpaid results” doesn’t really help you answer important questions for your business and your website, such as:
- How do you, for your site or your company’s site, “optimize” for search engines?
- How do you know how much time to spend on SEO?
- How can you differentiate “good” SEO advice from “bad” or harmful SEO advice?
What’s likely interesting to you as a business owner or employee is how you can actually leverage SEO to help drive more relevant traffic, leads, sales, and ultimately revenue and profit for your business.
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Why Should You Care About SEO?
Lots and lots of people search for things. That traffic can be extremely powerful for a business not only because there is a lot of traffic, but because there is a lot of very specific, high-intent traffic.
If you sell blue widgets, would you rather buy a billboard so anyone with a car in your area sees your ad (whether they will ever have any interest in blue widgets or not), or show up every time anyone in the world types “buy blue widgets” into a search engine? Probably the latter, because those people have commercial intent, meaning they are standing up and saying that they want to buy something you offer.
People are searching for any manner of things directly related to your business. Beyond that, your prospects are also searching for all kinds of things that are only loosely related to your business. These represent even more opportunities to connect with those folks and help answer their questions, solve their problems, and become a trusted resource for them.
Are you more likely to get your widgets from a trusted resource who offered great information each of the last four times you turned to Google for help with a problem, or someone you’ve never heard of?