SEO (search engine optimization) includes the techniques and strategies used to generate more visitors from search engine results to your business and your marketing website, which helps with brand awareness, education, lead generation, customer retention, and sales.
SEO, therefore, is necessary for any business that wants to grow and generate revenue as a result of visibility in search engine results.
Search Engines Have Limitations
Although search engines are better able to interpret websites and online media than ever before, they have limitations in understanding internet content. These technical limitations impact how internet content is seen, understood, and ranked by search engines.
Besides understanding the content on web pages, search engines also have trouble ranking web pages, which, in essence, is the decision as to which pages are ranked #1, #2, etc.
SEO addresses search engine limitations and supplies the information they need to understand web pages and other media, while also helping search engines understand which pages are most relevant to specific queries.
The purpose of optimizing a web page or other media for search engines, then, is to do everything necessary to legitimately result in the best possible ranking in search results.
Crawling and Indexing
Search engines are heavily dependent on a website’s architecture to find and crawl each individual page. If a website does not have an accessible robots.txt file, site map, and a good internal link structure, pages may be poorly ranked on search engines.
Membership websites that require a user to login before accessing content, and websites with opt-in forms that require a user to submit information before accessing content, have barriers that block search engines from indexing their content.
Furthermore, rich content (e.g., PDFs, images, audio, videos, etc.) is difficult for search engines to crawl. Therefore, the implementation of rich snippets is critically important for the content to rank on search engines.
And even though a website is created with a content management system (CMS), such as WordPress, there are inherent barriers to ranking on search engines, especially those relating to duplicate content.
The purpose of SEO is, in part, to structure a website so that search engines can crawl and index the site while understanding the pages and media on the site. SEO also ensures that the website is structured so that it is not penalized for issues such as duplicate content.
Matching Queries to Content
When people use a search engine, they input a query and the search engine outputs results matching the query. For web pages to rank at the top of search engine results, they must be optimized to correspond to specific queries.
SEO includes doing keyword research to understand the queries people are using for specific results. Then, with this knowledge, web pages and media are optimized so that search engines include the pages in the appropriate search results.
Some of the reasons web pages and media do not rank in search results include:
Poor location targeting.
Mixed contextual signals.
Subtle language differences.
SEO is Necessary Because Website Visibility in Search Results is Important
SEO is necessary because it solves the problems we discussed above, which increases a website’s visibility in search engine results.
So, why is website visibility in search results important?
Visibility in search engine results is most often the primary source of website and in-store traffic.
Visibility in search results is effective with branding and increasing brand popularity.
Visibility in search engines builds trust & credibility.
Visibility in local search results means increased engagement, traffic, and conversions, resulting in higher customer retention and sales.
Take Away: Why is SEO Necessary?
Visibility in search engine results is necessary to grow a business, and SEO is the method of achieving visibility.
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