Search Engine Optimization

In order to understand search engine optimization and why it can be considered the backbone of your digital marketing strategy, you first need to understand the purpose of a search engine and how it works.

Search engines such as Google, Bing and Yahoo exist with the sole purpose to deliver search engine results that are not only high quality but also relevant to what the searcher is looking for.

But, how do search engines know what exactly the searcher is looking for? They know because searchers use specific keywords and phrases to initiate their search.

Search engines identify these words or phrases before providing the best possible result based on websites or pages that very intelligent web crawlers have indexed for them.

What is Search Engine Optimization?

This is where SEO makes its appearance. Search engines are designed to look for websites that meet very specific criteria before they are deemed good enough to deliver to the searcher.

What’s important to note here is that SEO is a method used to rank websites organically, putting them in front of the right audience without using paid strategies.

Without the help of appropriately optimised content, search engines tend to look straight passed websites that may otherwise be eligible to rank high up on the SERP (search engine results page).

Why Your Business Needs SEO

By improving your website’s SEO, you are working on expanding your search engine visibility which means you are subsequently more visible to searchers who are looking for what you already offer.

The potential benefits are not-so-painfully obvious. In fact, the benefits of SEO can bring you and your business less pain and a whole lot of gain.

What SEO helps you do is harness the searcher's existing desires before offering them an easy, irresistible solution, simply by being in the right place at the right time.

Search engine optimization does not happen overnight; it’s an ongoing process that takes into account and adapts to the ever-changing requirements of search engines.

Black Hat vs White Hat Search Engine Optimization

With everything in life, there is the good and the bad (subjectively, of course) and this does not exclude SEO.

The digital world classifies good and bad SEO as white hat and black hat SEO. These terms refer to the approach that SEO organisations take to get a website ranking on SERPs.

Some organisations are only concerned about search engines. This means that they take some nasty shortcuts to get search engines to recognise a website, without considering how humans will experience their visit to the site.

At the end of the day, it’s the humans who will be paying for a product or service, not the search engine, and a hard to navigate, poorly optimized website will send paying customers running for the proverbial hills.

On the other hand, white hat SEO involves facilitating an unforgettable user experience by producing high-quality content and an easy to navigate, responsive website alongside many more thoughtful and strategic approaches.

Freya Media – SEO Agency in Cape Town

To say that we have skimmed the SEO surface would be an understatement. This component of your digital marketing strategy is complex, expansive and can offer immeasurable value to your business.

SEO can be integrated into an existing marketing strategy, or it can be the foundation of a brand-new online, slow and steady journey towards success.

Would you like to know more about search engine optimisation, how it works and why it’s important? Do you need SEO in your life? If so, please feel free to contact us for some good old white hat SEO.

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