What Is SEO & Why Does It Matter?

Search engine optimization (SEO) is one of the hottest buzzwords in the world of digital marketing. If you’ve ventured into the 21st century and begun building your online presence, then it’s fairly certain that you’ve stumbled upon the concept at least once. SEO is one of those vocabulary terms that seems to get thrown around quite a bit. Plenty of people know of it, but far fewer know exactly what it is or why it matters. Let’s go a little deeper on the subject so you can learn how and why to put SEO to work for you.

First, as the name implies, search engine optimization targets search engines. Think Google, Bing, or DuckDuckGo. By utilizing the natural advantages of the algorithm and working within the parameters of the platform, businesses can get a significant boost in visibility. This increase in visibility often translates directly to an increase in engagement. But part of making sure that happens is to put your business in front of consumers who actually have need of your product or service. That’s where the magic of SEO really shines.

One of the fundamental elements in a successful SEO campaign is keywords. Keywords are words or phrases that define your content or your company. Most frequently, especially in articles or website copy, it’s the core topic of that page. It’s important to research and strike a balance between keywords that perform well in searches and those that have less competition. Once the research is completed, keywords should be inserted at regular intervals in the copy, as well as search engine title tags and meta descriptions. These keywords will help the algorithm surface your content to people who are more likely to engage with it.

Linking and backlinking are also vital to successful SEO implementation: link to other parts of your website; offer guest writing slots; produce insightful content or graphic designs that can be shared outside your immediate circle. These help to build your value and credibility according to a search engine algorithm, which means that you’ll rank higher in search results. A higher rank equals more frequent engagement.

Here at Sumner Group, we’re dedicated to helping businesses thrive in this new world of digital marketing. There are plenty of strategies and techniques to master, and we have the technical know-how. Whether it’s SEO or a complete rebranding, let us help you achieve your goals. Contact us today to get in touch!