SEO (Search Engine Optimization) is the practice of improving your website to increase visibility in search engine results and drive organic traffic.
When a user types a query into a search engine like Google or Bing, a list of results pops up on the Search Engine Results Page (SERP). Marketers divide these results into two main categories: paid and organic.
Organic traffic is the result of clicking on the organic results, and is essentially any traffic that you aren’t paying for. It is the opposite of paid traffic, which is traffic that is generated by clicking on paid advertising and promotions. The goal of SEO is to improve the quantity and quality of organic traffic to your website, so that you’re getting more traffic from relevant users.
Search engines use web crawlers to collect information about the pages of a website. This information is put into an index, which is then analyzed by complex algorithms that determine whether your website’s content is relevant to a particular user query, or search. The more relevant the content, the higher it will be placed higher on the Search Engine Results Page (SERP). Considering that 75% of users don’t click past the first page of search results, a higher ranking can drastically affect the amount of traffic your website receives.
Search engines examine a wide variety of information about your site to determine its quality and relevance to different search queries. These include (but are not limited to):
Keyword frequency and relevancy
Quality of backlinks
SEO experts work to optimize factors such as these, with the ultimate goal of getting your website to the top of relevant search results pages.
When it comes to bringing visitors to a site, organic traffic is overwhelmingly the dominant channel; over half of all trackable web traffic is organic.
Getting to the top of the search results page can have a huge impact on the amount of traffic your website receives. 28.5% of users will click the first organic result in Google, while the second result will receive about half that amount of traffic. By the time you reach the tenth result, the click-through rate has dropped to 2.5%. SEO means better rankings, and better rankings mean more traffic and a greater chance that you’ll gain a new customer.
Getting to the top of the page is only half the battle; you also want your page to pop up for the right reasons. After all, it’s not worth it to generate traffic from users who aren’t actually interested in what your site has to offer. SEO done right will improve your website’s relevancy to visitors, increasing the chance that they convert (make a purchase, subscribe to your newsletter, etc.).
Relevance Advisors provides a variety of SEO services, including:
Relevance Advisors creates a comprehensive analysis of your website that works to identify any potential issues or opportunities that could affect your organic rankings. Our in-depth analysis provides valuable insights into the health of your site, and gives clear, actionable recommendations for any issues we find.
We use industry research and keyword analyses to help your business plan, create, and share meaningful content on your website, including blog posts, product descriptions, and informational articles.
Relevance Advisors helps you quantify and track your key business goals, and we make frequent adjustments and recommendations to help you meet and exceed those goals. Our regular reporting ensures that you’re always informed regarding current performance and future opportunities.
When your site is going through a major change, such as a significant redesign, Relevance Advisors works with you to ensure that any negative impact to SEO and search engine rankings is minimized.
SEO is just one part of your digital marketing strategy. Learn more about our other services.