What is the relevancy of search engine optimization?

Answer 1

Search Engine Optimization (SEO) is a critical component in your website's success. There are a few analogies I use with my clients that help them understand the purpose of Search Engine Optimization.

The first of which is when you build a website for your company, it is like your are building a new brick and mortar business in the middle of no where. You've finished construction and you've opened your doors for business.. but there are no roads or directions to your business. The only individuals that know how to get to your business are your current customers. Part of the purpose of having a website is to attract new business and provide a resource for your current customers. Search Engine Optimization ensures through different methods such as link building, directory posting, social media involvement, article submissions and posts, etc.. that consumers that are looking for related information to your business can find your business. Without SEO you have to manually promote your business.

When it comes to the Optimization itself this is like picking up a book with the book title "30 minute meals for your busy life". By the title of the book you would think this would be about quick and easy meals that you can make. You open up the book and its filled with information on being buying cooking material and the best local markets in your area to buy fresh herbs and spices. Now what you were expecting from the title is different from the actual "content" of the book. In the early days of Search Engine Optimization through methods now known as Black Hat SEO, website owners could spam their website with all sorts of keywords that may not be relevant to what their site is about because they just wanted traffic. Search Engine Algorithms have changed immensely since.

So when you are considering the content for your website you need to think about how people are going to find your business. If you are a local business and only do business in your city then you may want to have some keywords emphasizing your city and state (usually best in the header and footer "ABC Business provides X services in Yourcity, YC and surrounding areas). So then when you talk about your services in your actual content such as Dog Walking Service, when someone goes to Google or other search engines and types "Dog Walking Services Yourcity, YC" you have a better chance of ranking higher.

Do note. Search Engine Optimization is not all about the content of your website but it is the foundation and starting place before other methods are integrated.