Search engine optimization is more commonly known by its acronym: SEO. It is the set of strategies and techniques implemented to rank high on search engine result pages (SERPs) and increase website traffic.

Even though it is called search ENGINE optimization, the process is both about search engines and people. They are, after all, the ones who will be visiting your site, reading your content, or making a purchase.

SEO is about learning what your target audience needs and how they search for it online. It is also about using this knowledge to build and grow your website in a way that lets crawlers know you have the answers your prospects are seeking.

Optimizing your site for search engines will not only have a positive effect on the amount of traffic that is driven to your website but also on the quality of said traffic.

Why is SEO important?

The answer is simple: at least 73% of all traffic on the internet from search engines. And over 90% of people only ever click on the results they find on the first page of results. Yes, you can choose running a Pay-Per-Click campaign, promote your posts on social media, or other online channels. But none is as cost-effective and profitable as showing up on the first page (and top spots) of organic search results. SEO can get you about 20 times more traffic than a PPC campaign. And if you are willing to put the time and effort to learn the ropes, it can cost you next to nothing.

What’s more, SEO is probably the only marketing strategy that, once it’s been properly set up, can generate returns in the long run with minimal investment. If you provide content that is valuable for your target market, and you optimize it to reach the first page of search results, you will continue to get traffic as long as it holds its ranking. In contrast, paid search will only generate traffic through continuous investment.