SEO – Why is it important?.

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If you’re asking yourself this question, let us enlighten you. We are experts in SEO Services (search engine optimisation), and we know that the correct SEO can mean your website being found online or not. We’ll explain why SEO is really important for local businesses, which businesses need it, and then point you in the right direction to some resources for you to read later

Let’s first explain how SEO works, and how it can impact your website’s place on a Google SERP (search engine results page).

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The dark-art of SEO

How does SEO actually work?

SEO consists of multiple strategies and best practices, all of which come together to help improve your website’s position on Google/Bing/Yahoo etc – which is why it’s called “search engine optimisation.”

There are two kinds of SEO: on-page and off-page

On-page SEO means anything you can physically control on your own website. This refers to things like website page load speed, keyword presence, header text, image alt tags, and so on

Off-page SEO consists of anything done on other peoples websites that you can’t control yourself. This really only refers to links back to you and not much else

Time and SEO knowledge are needed to optimise your website to rank at #1. If your site/page is optimised better than someone else’s (for a specific search query), you’ll rank higher than they do. Simple.

Because SEO involves so many different factors, you can think of the being the highest ranking site site as winning the Olympic triathlon. In the triathlon, the winner of the running bit is not necessarily the first across the finish line at the end. The site with the most links, the most pages, or the most visitors is not necessarily the #1 site. Their overall performance determines who crosses that line first

So, Why is SEO important?

SEO is Google’s way of determining which sites deserve to rank higher than another for each search query you enter. Without SEO, it would be extremely easy for webmasters to manipulate the search results so that the site with the most links or the most pages (all easily generated by software), consistently ranked #1

SEO keeps the search results fair

It stops you manipulating those results (also known as black-hat SEO – a BIG no no), so the sites appearing highest deserve to be there. Hard work and an appealing website mean a high search engine ranking. If your site meets ticks all the right boxes, you’ll have a better chance at showing up in the results

Users trust search engines, and being higher on that result page, 9 times out of 10, means that your site is a credible source. The higher you rank on Google, the more clicks and traffic your site will get. SEO also improves user experience (UX), making it more likely for customers to come back

SEO Services are also cost-effective. Some industries can spend large amounts of money on paid website traffic, also known as Adwords or Google Ads. You can still purchase ad space, but if you’re working with a tight budget, SEO is a great way to drive the right traffic to your site without paying for it.

Basically, SEO is important because it ensures the Average Joe doesn’t have to search for more than a few seconds to find the information or products they want

Is SEO Important for Every Kind of Business?

No matter what your current situation is, if you have a website, SEO is important. Whether your business is new or old, struggling or successful, small or large, SEO is crucial to your online success. In fact, even if you are the only one in your industry, SEO is still important

Why is that? One very good reason: SEO is something you can control

There’s loads of things beyond your control – a new competitor appears, how your customers react to a new product launch, or your quarterly profits

But with SEO, you can control your rankings. You can control how many visitors come to your website, which directly impacts how many online sales or leads you get, which impacts the amount of money you can make from being online

Is SEO More Important for Some Businesses Than Others?

Every website is different when it comes to SEO. But it’s rarely the business or industry that determines those needs. It’s usually one of these reasons:

  • The website’s stage in the growth process
  • How visitors are reacting to the website
  • What keywords the business wants to rank for
  • The amount of competition for those keywords
  • Whether or not any SEO has been done in the past
  • Whether or not the site is under any kind of Google penalty

Where the industry can have an impact is with regards to competition. If you are creating an online jewellery store and are determined to rank for the keyword “jewellery,” your SEO is going to be more costly, and more time-consuming, than SEO for a jewellery store for children targeting “fine children’s jewellery.” This is because the competition on that first keyword is much, much higher – so it will take much more work to break into the top positions

This doesn’t make SEO any more important for your jewellery site, though. It just means it’s more of a challenge. SEO is just as important for every business, no matter its industry or competition. Again, this is because you can’t control many of the factors that surround you, but you can control your SEO. And if you could directly influence your website’s traffic, ranking, and sales or leads… why wouldn’t you?

Can a Business Stop Doing SEO Once It’s Successful Online?

In short, no, you should not stop doing SEO once you are successful. If you do, you’ll likely find that your success is very short-lived.

Let’s say, a few years from now, your business is highly successful online. Your website is easily earning links, your visitors are arriving in a steady stream, and you’re seeing a regular growth in sales. Can you stop worrying about search engine optimisation once everything looks good?

No! In fact, no matter how successful you become, you should never stop optimising your website. Even the largest, most profitable companies in the world still use some level of SEO. However, because of their success, they may have changed the specific amount of time and resources they decided to dedicate to each specific SEO tactic.

Because SEO is always changing, it’s crucial not to become complacent, or to assume that your site, in its current state, will always rank where it does. Search engines consider the freshness of your content as well as how recently other sites have linked to you. If you don’t update your content, you may not gain new links, and your site will lose relevancy over time.

Your competitors will always be working to outrank you, and search engines will always be changing. Unless you keep up with the optimisation of your site, you won’t have much luck maintaining the success you find online.

How Can My Business Start Optimising Its Website?

Ready to learn more about SEO? Here are a few resources we think you’ll enjoy. If you’re just getting started with optimising your site, these articles and blog posts will help you learn more about why SEO is important for your business, and how you can improve your rankings.

Get in touch with Paradox Digital for a free, no obligation quote, and a chat about how we can help boost your Google rankings


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