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What Is SEO & Why Is It Important?

You’ve heard that Search Engine Optimization (SEO) is a vital digital marketing tool. But do you really know how SEO works?
SEO is made up of many elements and is the process of generating traffic from free, organic, editorial, or natural search results in search engines.
By leveraging SEO, you can make your website more visible. The #1 result in Google’s organic search results has an average CTR of 27.6% (compared to second and third-ranking results getting 18.7% and 10.2%), according to Backlinko research. So, getting that top spot or a place on Google’s first SERP page means more traffic and more opportunities for you to convert prospects into customers.
With all that in mind, let’s explore why SEO is so important and look at the 5 crucial elements of SEO you can use to drive traffic, generate quality leads and make sales.
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What are the Benefits of Using SEO?

There’s a good reason that many companies have SEO experts on their team and spend resources and money on using the tactic in marketing activities – it works!
Let’s look at four of the biggest benefits of using SEO and its impact on web traffic and leads.

1. SEO increases visibility and improves rankings

One of the most important functions of SEO is to increase your visibility, which means making it easier for prospects to find you when they search for something you have to offer. Visibility is directly related to your ranking.
The higher you rank on a search engine result page (SERP), the more likely prospects will see you and click through to your site, so it’s key to increase your organic page ranking.

For example, we recently updated a top performing blog on influencer statistics that had slipped down the rankings. By updating the content with new information and statistics, the blog now takes the top spot on Google.

2. SEO drives web traffic

Increased web traffic is one of the main goals of SEO. Consider this for a moment: the #1 organic result on Google search is 10x more likely to receive a click compared to a page in the #10 spot, according to Backlinko.
So, the further you move up the ranking, the more web traffic you will get.
The golden grail for many marketers is the ‘Featured Snippet’ which is often referred to as position #0 as it appears above the first ranked URL. This is usually content taken from a blog or landing page that answers a question people are searching for.

3. SEO shows authority

Page Authority (PA) is increasingly important to search engines as it’s becoming more important to web users.
Essentially, authority means that your website is trustworthy, high quality, relevant, and has something valuable to offer. This ties in with the fundamentals of Google E-E-A-T, which plays a big part in how your site is evaluated.
Scores range from 1 to 100 and the higher your number, the more authority your site has. You can find your PA rating by using tools such as Moz.

4. SEO delivers a better customer experience

Another reason SEO is critical is because all the time you put into generating great content and on-page SEO optimization improves the usability of your site. This creates a seamless and positive customer experience.
For instance, when you take steps to make your site responsive, it will make it usable for all your mobile visitors as well as people who visit from a laptop or desktop.
You should also look at the customer journey. Review each touchpoint that a customer would come across. For example, on clicking a blog in Google search where does the customer go and what do they see? Is the content of high quality and relevant to search intent? Can they read the blog with limited interruptions (e.g. pop-ups)?
Go on the journey yourself to test the experience. If there’s something that distracts or hinders your experience, a customer will likely experience the same.

What Impact is AI Having on Search and SEO?

Advances in AI have made it possible for search engines to create more advanced algorithms. This means that search and SEO are changing.

While Google once relied on keyword matching, it has evolved to focus on understanding customer intent, behavior and the context – known as semantic search.

On launching its AI algorithm RankBrain in 2015, Google began to understand how words relate to concepts for search. Four years later BERT was launched, a natural language AI system that understands how word combinations express different meanings and intents. This was followed by MUM which is capable of understanding and generating language.

Then came Google’s Search Generative Experience which is a key visual change to SERPs. This uses AI to generate detailed search results that give users the exact information they’re looking for – e.g. featured snippets on steroids!

Conclusion: Search Engines Are Fallible

SEO is important because search engines aren’t perfect. If you don’t take steps to counter their failings, then your website will pay the price. For example, if a site doesn’t have a proper link structure, then search engines may not crawl and index the site properly which can lower rankings. Coding errors can block search engines entirely, making it impossible for your site to rank, no matter how much time you put into other SEO efforts. Other common areas where search engines can run into problems include:
  • Duplicate content
  • Forms
  • Images, flash, audio files, video, and other non-textual content
  • Language and Semantics

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