Why Invest in SEO?

If you rank lower than your competitors . . . they win!

Each time a user searches online the search engine is designed to populate the most relevant results for that user. Whether you use Google, Bing or Yahoo!, search engine optimization (SEO) is essentially the practice of making sure your website pops up on that list of generated search results as high as possible.

The Technical Side of SEO Businesses obviously want humans to be able to find their pages and efficiently engage with them. For that to happen, though, robots must find and understand those web pages first and that is what makes SEO tricky for the average marketer in the beginning stages of developing their online marketing strategies.

Contrary to popular opinion, search engine optimization is not just about keyword searches (even though searches do play an integral role in the overall process). Keywords help you find your users when they are looking for what you offer. For example, you may have “Invest in SEO” as a part of your web page. Users searching for that phrase will ultimately see your offering on a list of pages. However, there are the more technical aspects of the algorithm that crawl over your webpage. The crawler is not able to gauge the quality of the content on your page; it is primarily designed to gauge what people do whenever they visit the actual website. It can tell where people go on the site, which links they use to engage, and how they react. The richer those aspects of your site, the higher your page will appear in a user’s search. Therefore, it is important to have rich content throughout your website that convinces people to get involved.

Landmines That Can Harm More than Help

There are certain “landmines” – such as non-text content, forms, and poor link structures – that are essentially designed to hurt a website when it comes to its organic reach and overall exposure. In fact, duplicate pages that result from a Content Management System can hurt systems that are searching for original content. In addition, errors found within a website’s crawling directives can prevent the page from being seen at all.

Should a business leave all this to a marketing coordinator in a darkened cube, or is the best move to engage a professional who understands how to pull all the right levers to create a user experience that feeds the “beast” of the virtual search engine?

Experts in the SEO field can maximize the chances that a business’s website will rise to the top when a user searches for information. Competition for marketing dollars is always a heated battle. However, if you have a product or service that’s ready to be noticed on a larger scale, investing in a search engine optimization professional will help you take the leap to the next level.