Search engine optimisation (SEO) is a vital digital marketing tool that helps to attract the target audience to the website. SEO is a combination of multiple different elements, and to understand why SEO is so important; it’s essential to know how it works.

The main objective of an SEO is creating high-quality content, optimising content targeting specific keywords, and building backlinks. When anyone searches on Google, an algorithm starts working in real-time to come up with the best and relevant results. Precisely, Google scans billions of pages to serve the most accurate results. SEO helps any website to get searched in Google, bing, or at any other search engine. It’s work to ensure that a search engine detects the site as the best result.

Elements of SEO:

• Keywords: Keywords are the most crucial part of SEO, which needs to be chosen carefully after proper research. So what exactly are keywords? Keywords are words and phrases that are used to get scanned while searching and help to find the most relevant content and help to connect with an appropriate prospect who is looking for you.

• Content: Properly framed content is a vital part of SEO which helps to reach and engage the desired audience. Such as if you want to increase your visibility for your restaurant, you should use keywords that match with food, hygiene food, publish blogs related to the food chain, healthy eating tips and more. When a person looks for a restaurant option, your blog will come up. It helps to build a strong relationship with the prospect by serving what exactly he is looking for. Content includes:

Blogs

Web page content

Videos

Infographics

Social media posts

Podcasts

• Off-page SEO: It is an external optimisation practice, that performs away from the actual site but stays interlinked. Backlink building is a primary technique which is used for off-page SEO. Quality backlinks help to get searched in a search engine by appearing as a valuable and high-quality site and build authority. You can use several tactics to generate quality backlinks; a few best practices are – guest blogging, infographics and considering influencers in your website.

• Search engine marketing: It is a paid marketing, which includes things such as Google Adwords, native ads, social media ads and pay per click. It helps you to reach in a shorter time to the new and highly targeted audiences.

Why SEO is important:

• Visibility and ranking: Increased visibility helps your audience to find you easily and it’s directly related to your ranking. The higher your site will rank in the search bar; the more prospects can see you and can get in touch with you. An effective SEO effort can help you in a higher ranking and invisibility.

• Website traffic: One of the primary purposes of SEO is to increase website traffic. As nearly 33% of clicks come from the first-page result, on that first five listings gets 75% of the total click. Ideally, each website wants to rank in the top five search results, and an SEO can fulfil it.

• Authority: Authority concept is relatively new in SEO. Though it’s becoming increasingly important in SEO and related to website users, It is related to website quality, relevancy, trustworthiness and what exactly the website serves—more authority=higher ranking=more prospects.

Conclusion

The ultimate reason that makes an SEO essential is that it helps to achieve the business goal. It helps to build an ideal, trustworthy relationship with your audience, improve the user experience and make you stand out the competition.