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Search Engine Optimization Adds Value to Your Website


In a hurry? Here's the main takeaway: SEO can increase sales and conversions for your website. That's why it's valuable.


If you've got a some time to find out how SEO works, please keep on reading to learn the thoughts of someone who's done SEO for more than 20 years.


SEO is how you explain to search engines what you want them to know about your site.


SEO tells search engines, "This is what's important about my site. These are the subjects I am an expert in, and this is why my product or service offers better value than my competitors."


Search engines do a good job of understanding websites. To find out what's on the internet, search engine companies like Google, Bing, and others send out crawlers to read the contents of your site. The crawlers read the contents of the pages they find, and give this information back to the search engines. The search engines evaluate your site's content against other sites with similar information, and then they make decisions:


  • Which search phrases should your site rank for?
  • How well should your site rank for these phrases?
  • Where should your site appear on the search engine results page?
  • Should your site appear on maps, in local business searches, or should it appear as a normal blue link, or should it be listed as a citation in an AI summary, or...?


Google has 82% of the search market, and handles 8.2 billion searches every day. This means Google is doing a good job of giving a good search experience to its users. If Google wasn't giving good answers to these questions, people wouldn't be using Google 8.2 billion times a day.


But is Google perfect? No, of course not.


SEO is a way to make sure search engines like Google are making the right decisions about your site.


Here's the thing: if Google doesn't understand your content, your site will rank below other sites.


Google tells webmasters exactly how to do SEO at their Google Developers Blog and in their Search Essentials (though they used to call this "Google Webmaster Guidelines"). In these two places, Google tells you what's available in search and how to make sure your site is visible.


If you don't have time to go through these sites, then an SEO Consultant (like this guy) might be who you're looking for. A good SEO consultant will be familiar with Google's expectations for websites, and will be able to suggest revisions to your website to highlight your website's most important information.


Revisions to improve a site's Search Engine Optimization may involve things like:

  • Adding new content to explain your product's new features
  • Fixing the site navigation so users can find your catalog page easier
  • Focusing your pages on information that connects better with your target audience


A site that's optimized for search will not only get more traffic from search engines, but it will also

  • Bring visitors who are genuinely interested in what your site has to offer
  • Encourage visitors to stay longer and interact with your site more often
  • Thoroughly inform visitors about the merits of your product or service and satisfy the need for information that brought them to your site in the first place


That's why SEO's valuable. Pretty simple, huh? Write me if you'd like to learn more.



More Information

The "Fresh Eyes" Audit | Technical SEO Deep-Dive | SEO Portfolio