Why is Search Engine Optimisation so important in digital marketing?

Search Engine Optimisation (SEO) is an incredibly important part of digital marketing, as it helps more customers find your website and engage with you. While many more small business owners are becoming familiar with the concept of SEO, few get it right without professional help, and there are all sorts of pitfalls which need to be avoided.

What is SEO?

Put simply, SEO makes your site more visible when it comes to relevant searches. Search engines such as Google rank pages according to their relevance, by using bots and algorithms to analyse website content in order to determine the order in which pages are displayed.

People often search for things using given words or phrases, so pages are assessed for these keywords. It’s a fine balancing act, however, as few business owners realise that you can be penalised for ‘keyword stuffing’ your website copy, in the hope of being bumped further up the search rankings.

Why does SEO matter so much?

SEO matters because it’s the most effective way of reaching your potential customers. Every day, people around the world carry out trillions of searches, and the only way they’re going to find you amidst the competition is if you can climb the search engine results. Things such as knowledge panels and rich results can make a big difference and increase the click-through rate to your site.

Greater visibility will make a real difference to your bottom line, which is why it is so important to get your SEO spot-on. Search engines have been growing smarter and evolving over the past few years, trying to give consumers more direct answers and trafficking them towards content which is increasingly specific to their search terms.

Make it professional

The key to strong Search Engine Optimisation is striking the fine balance between including keywords and not overfilling your content with them. As with website design, it’s often best to seek professional advice when it comes to making the best use of SEO.

For help with your website content, feel free to get in touch with us today. With many years’ experience in digital marketing and marketing strategy, we can help boost your business up search engine results pages.

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