SEO summarizes all the activities that contribute to a website getting a high position in search results on Google. This can result from OnPage or OffPage SEO optimizations. So why SEO is important for your website?
A good SEO strategy helps to catapult a website to the top of the search engine results. It can also help to increase the visibility and brand of a company. No wonder that many companies already successfully use SEO to their advantage.
Fact is: Websites without top rankings on Google are rarely or not at all clicked on. That means you lose potential customers who are already actively searching for a product or service.
Search engine optimization, SEO for short, is a subarea of online marketing to improve search engine visibility. The abbreviation SEO comes from the English term Search Engine Optimization and is today the global term for the optimization of websites for search engines.
SEO is divided into two sub-disciplines – OnPage and OffPage optimization.
SEO in the past vs. SEO today – Why SEO?
Sophisticated algorithms enable today’s search engines to answer search queries and usually deliver very accurate results, providing the searcher with valuable information amid a massive source of information.
The display of the search results, also called SERPs, depends on certain factors. Ever since the first search engines came on the market, the overriding task in the field of SEO has been to evaluate these ranking factors and positively influence a website’s rankings by using targeted optimizations.
The SEO beginnings or also “How SEO today no longer works” – Why SEO?
After search engines had established themselves on the web, the first webmasters began to influence the search results. The resulting SEO community quickly discovered that relatively simple measures could manipulate a website’s rankings.
The possibilities were uncomplicated and thus led to a profitable model. Therefore, website operators were able to achieve a good ranking in the search results with little effort through practices such as keyword stuffing, link spamming, etc.
Over time, search engines such as Google realized that this was not in the users’ interest and began to develop algorithm updates. In recent years, these optimized the search results’ quality, and low-quality websites and optimization measures lost value or were punished in the worst case.
Due to the constant development of ranking factors and thus, the improvement of search results, Google has become THE search engine and outdated SEO techniques today either have no relevance anymore or even a negative effect.
SEO in the future – Where is the journey of search engine optimization heading?
A lot has changed over the last SEO decade. Some disciplines still work “similarly,” other measures have been buried. All in all, one can say that SEO has become more extensive because it is no longer enough to look at the topic from a single point of view. Instead, why SEO today is a complex interplay of various factors that must be optimally coordinated.
Google’s algorithm is no longer satisfied with fixed ranking factors, but is now developing independently through A.I. and thus improves the search results daily.
This process, which can be summarized with the term “machine learning,” has the consequence for SEO that everything is less transparent, and not even a Google employee could say what has changed with a Google update.
Also, technical SEO is becoming more essential, and side issues such as usability and user-focused content are also in the spotlight. This leads us in the field of SEO more and more to the question: What does the web user want?
- Keyword Spamming
- Minor Links
- Black Hat SEO
- Keyword Focus
- Usability / UX Design
- User-optimized content
- Mobile First
- Technical SEO
Advantages of SEO? What are the benefits of search engine optimization?
SEO is a severe traffic channel for online marketing. The use of SEO can even make a decisive contribution to how successful a company is a today. Therefore, it is no longer a question of whether SEO is also worthwhile. The following key points briefly summarize the advantages of SEO.
SEO is the future because users search online.
While yellow pages gather dust in the corner, older generations are also using the Internet as a source of information – a rethink has long since taken place: On average, nine out of ten people use Google. Each of them is looking for a solution to their own personal “problem.” The searcher then finds the ideal solution in a product or service. Those who appear directly in the top positions of search results with suitable SEO measures invest in the future.
SEO offers users a direct solution
Compared to other acquisition measures, search engine optimization has a clear advantage: The potential new customer does not have to be convinced that he needs the products or services offered – because he already knows it; otherwise, he would not be looking for it. Thus SEO acts according to the pull principle.
SEO is cost-efficient
What many entrepreneurs call the decision against SEO is not least the cost factor. Search engine optimization is not exactly cheap. But the investments are worthwhile. Thus, a top position can mean considerable growth for a company, because: In Google’s search results, the places on page 1 are clicked on – so if your website appears here with the desired added value, you win.
SEO is measurable
Working with SEO professionals means that all implemented measures and successes are logged, analyzed, and evaluated. In this way, measurable vital figures can be created quickly, based on which the SEO successes can be assessed.
SEO strengthens the image and brings new customers
SEO is particularly interesting because of one very unique aspect: it increases visibility, and not only at the moment of the search query. Due to the long-term orientation of SEO, searchers come into contact with the company, brand, and product name more often. It is precisely this form of brand awareness that is a decisive success factor.
The top 5 reasons for SEO
The above-mentioned advantages already strongly suggest the benefits of SEO. Nevertheless, we have summarized the top 5 reasons for SEO at this point.
- More traffic on the website
- Sustainable visibility on Google
- Optimized user experience
- More turnover and customers
- Better image and authenticity
Conclusion – Why SEO is so important for companies?
Search engine optimization has not been an insider tip for a long time, and neither is the fact that a usability-optimized website is essential. Nevertheless, one notices again and again that many sites of companies do not follow this scheme, and SEO is still considered unimportant.
On the one hand, this is shocking, but on the other hand, it still offers many companies a chance to jump on. However, the management must have understood that SEO as a component of online marketing is part of the holistic marketing strategy and thus leads to sustainable success.
The search behavior and also the search engines are continually changing. This fact is the reason why a continuous and sustainable search engine optimization is essential. These constant changes also require the appropriate know-how and the subsequent adaptation of trends and measures. Every company that does not deal with this topic will not be successful in the long run.
Competitors also do SEO! At least there will be no market where at least one competitor does not actively pursue search engine optimization. Companies that don’t do SEO will lose website visitors and potential customers who are actively searching for a product or service.
Search engine optimization is one of the most cost-efficient marketing channels.
This is mainly because organic search hits are free traffic. Especially in connection with paid search ads (e.g., Google Ads) or other online marketing channels, sustainable search engine optimization is a cost-efficient online marketing strategy. Because unlike paid advertising, traffic does not collapse entirely if you reduce your budget.
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