What Is Search Engine Optimization and Why Is It Important?

What is SEO? You can’t fully appreciate the importance of SEO without an understanding of what it is. SEO stands for search engine optimization—the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

The ultimate goal of SEO is to generate organic traffic—searchers clicking through to your website from a search engine results page (SERP).

The vast majority of online experiences begin on a search engine, making search the most used digital tool. There’s been plenty of chatter about Google’s continually evolving algorithms and how to keep up with them, but it can be much more useful to understand their goal: providing the best experience for the searcher.

Effective SEO isn’t about “gaming” Google or stuffing your content with questionably relevant keywords. SEO requires you to understand what your audience is searching for and create content that satisfies those needs. When you understand their intention—what they’re searching for and where they’re searching, you can match your content with the language customers use when they search and optimize it for search engines.

To understand how SEO helps your business, think about the last time you searched for something on Google. How many results pages did you click through? The average click rate for the top search result on Google is 31.7%, according to one study, and the top three search results on Google account for 75.1% of clicks. That doesn’t leave much traffic for pages that rank lower on SERPs.

A carefully designed SEO strategy help your content rank and become more visible, climbing higher on SERPs to drive qualified prospects to your content.

Understanding what it is and why SEO works makes it clear how SEO helps your business and the need for search engine optimization to rank higher on SERPs.


Why SEO?

The importance of SEO, begins with making sure your site is discoverable by search engines. An SEO-optimized page takes both users and search engines into account to drive organic traffic by providing relevant content that meets the needs of those searching.. That’s why SEO is a top priority for search marketers.

But why SEO is important goes much further than that. Appearing at the top of search engine rankings builds credibility for your content. Customers today turn to research instead of salespeople, and SEO can let them know about the best deals, brand-new products and services and the unique benefits you offer—all at the exact moment they’re searching for your solution. Putting that information in their hands when they need it can shorten the buying cycle, leading to increased revenue and greater ROI.

Given the importance of search and the SEO impact on business, it’s no wonder that SEO is playing a more prominent role in digital marketing.

As digital marketing has evolved, SEO has earned a significant role earlier in the planning stages of digital campaigns. Studies have proven that the companies that use SEO as the foundation of their digital marketing efforts see a greater all-around return on investment. The Forrester TEI Report found that SEO greatly enhanced paid search strategy and created more effective pay-per-click campaigns by driving down cost per click through better page rank and quality scores.

Your audience won’t be able to find the marketing content you create if you aren’t integrating SEO into your strategy. When you leverage SEO data as a key factor in your marketing strategies, your website will climb in both keyword and SERP rankings, ensuring your content reaches its intended audiences.


How SEO Helps Your Business

One of the key benefits of SEO is that it’s an inbound marketing strategy that cultivates qualified leads. When a customer searches for your product or service, the likelihood is high that they’re already considering doing business with you or a competitor. If you can reach that customer through organic search, you’re reaching them before the competition does at a key moment in the buyer’s journey—and you’re doing it without spending precious ad dollars to deliver your marketing message.

Well-ranked content performs 10 times as well as its paid counterpart and gives you helpful insights into audience intent.


Learn how Conductor can help boost your SEO efforts

A truly great SEO platform functions as a partner with brands to scale their organic marketing programs to create valuable content, ensure that it appears in search results and helps you measure results. Conductor earned the highest score in The Forrester Wave search Engine Optimization (SEO) Platforms, Q3 2020.

It’s not just the experts raving about Conductor. We’re also rated number one by customers on Trustradius and G2.