The Importance of SEO - Back to the Basics

Discover the importance of SEO for your digital presence and long-term results. Read on to find out why SEO is important for businesses and how it can help them grow.

The Importance of SEO - Back to the Basics

Many online businesses want to start using SEO. But they don't completely understand why SEO is important.

You might have also heard how essential SEO can be for your digital marketing strategy. But do you know exactly why you need SEO?

Understanding the importance of SEO is crucial for leveraging SEO techniques. Doing so will improve your website's search engine rankings. It will also allow you to stay ahead of your competitors in the long run.

If you're wondering, "Why is SEO important for a website?" you've come to the right place.

In this guide, we'll discuss why SEO is so important and why you should invest in a good SEO strategy.

❔ Why Is SEO Important?

Search engine optimisation (SEO) is an essential digital marketing element.

Are you planning to start a new online business? Or are you looking to improve your current website's digital presence?

Either way, SEO could be the key to promising search engine results.

Being familiar with SEO isn't enough. You also need to understand the importance of SEO for business growth. If you want to succeed in the search engine landscape, you need to know why SEO is important.

Consumers rely on Google and other search engines to find information. They turn to search engines to look for products and services online.

In fact, about 68% of online experiences begin with a search engine. Moreover, 91.07% of the search engine market comes from Google.

Understanding how search engine algorithms work can help you. You'll be able to make your website blow up and attract new visitors daily.

These are some of the factors that show the importance of SEO for business websites:

  1. Finding your target audience
  2. Enhanced website visibility
  3. More organic traffic
  4. Earned credibility and trust
  5. Improved user experience
  6. Increased conversion rate
  7. Competitive advantage
  8. Maximising ROI
  9. Long-term growth

🧲 Finding Your Target Audience

SEO connects you to your target audience.

This is especially true for local SEO. Local SEO makes your site more visible for local searches.

Local SEO traffic comes from local searches, which is important for small businesses.

This lets businesses find potential local customers. These are people who might be looking for products or services. If it's something connected to your business, they'll be able to find your site.

To find your audience, you need to use different SEO tactics. These could be keyword research, writing valuable content, and link building.

These tactics can increase your rankings on search engine results pages (SERPs). This improves your online visibility, which is only one of the reasons why you need SEO.

You should aim to rank your site as high as possible in search results. That way, more people will discover your site.

Potential customers might search for products or services connected to your business. They are more likely to click on the top-ranking results.

You can figure out what your target audience wants and needs with research.

You need to understand their characteristics, behaviours, and demographics. That way, you can create targeted content that fits their needs and preferences.

This doesn't only improve user experience. It can also increase your conversions.

SEO gives you important information about your target audience. This info allows for more details on user behaviour. For example, how much time they spend on your site and what makes them leave.

🔎 Enhanced Website Visibility

There are currently 1.12 billion websites on the internet.

Even though only 18% of them are active, that still leaves us with 200 million websites. To make matters even more competitive, around 250,000 new websites are created on a daily basis.

With more and more websites, it has become vital for businesses to have a strong online presence. You can do this with SEO efforts.

By enhancing online visibility, businesses can achieve higher organic rankings. They can target their desired audience and drive more traffic.

SEO and website visibility go hand-in-hand. The goal of SEO is to increase your rankings on search results, which brings you higher on results pages.

You should aim to position yourself on the first page of Google search results. Remember that only 0.63% of users continue to the second page.

To improve website visibility, you need to improve all aspects of SEO, including:

These are SEO techniques you can use to optimise your site. For example, keyword research, writing blog posts, and internal linking.

  • Off-site SEO (off-page SEO)

What you do outside your site to improve its visibility. For example, backlink building, guest blogging, social media promotion, and content marketing.

  • Technical SEO

What happens "behind the scenes" to improve a website's performance in search results. For example, optimising site speed, improving the site's infrastructure, and fixing broken links.

Improving your search engine results in local searches. For instance, creating listings on local directories, geo-targeted landing pages, local-specific content, etc.

🚦 More Organic Traffic

An effective SEO strategy can help businesses in more ways than one.

SEO can bring more potential customers to your site. When someone searches for target keywords, they will come across your site first.

This increased visibility leads to more organic traffic. This is website traffic that comes from unpaid sources. They're also known as organic search engine results.

When you look for something on Google Search, you'll see a few ads. These are websites that pay to be on top of the first search engine results page.

All the websites you see below are organic search results.

Organic traffic is the best source of online traffic because it's targeted. It makes up 60% of all website traffic.

Note that organic traffic isn't a direct Google ranking factor. Still, it matters for SEO in many other different ways.

Organic traffic is also important because it comes from real people. These people can come to your site to buy something. They can also sign up for a newsletter or fill out a form. All this counts as organic traffic.

This type of traffic can result in higher conversion rates. The situation is the opposite for automated search engine crawlers. They don't have an impact on your conversions.

Here are some of the best ways you can attract more organic traffic to your website:

  • Write high-quality content for your blog.
  • Do keyword research and target relevant keywords throughout your website.
  • Use various link-building strategies.
  • Make sure your website is user-friendly and that it's easy to navigate.
  • Optimise page load speed.
  • Make your website mobile-friendly.
  • Track your website's performance with analytics tools.

 ✅ Earned Credibility and Trust

Building credibility and trust is essential for a strong online presence.

Your goal shouldn't be only to attract new visitors but also to make sure the old ones keep coming back.  You can do this through a positive user experience, but we'll get to that later.

These elements are part of Google's E-E-A-T ranking factor. It stands for:

  1. Experience
  2. Expertise
  3. Authoritativeness
  4. Trustworthiness

It's a core part of Google's metrics.

The reason SEO helps build credibility is because users trust search engines. They're more likely to click on websites with good rankings.

Showing up at the top of search engine results pages (SERPs) makes you more reliable. You're more trusted not only by potential customers but also by search engines.

Another factor that builds authority is brand awareness.

You might find a brand's name or site while searching for something online. This makes your site more authoritative.

This repeated exposure builds familiarity with the brand. It also makes you more reliable.

If you want to improve your website's authority on search engines, you can:

  1. Write relevant content that's accurate and correct.
  2. Use an intuitive design for your website that's user-friendly.
  3. Get high-quality backlinks from authoritative sites.
  4. Try guest blogging.
  5. Collect customer testimonials and reviews to build trust.
  6. Update your business information.
  7. Make sure your site is mobile-friendly.
  8. Use trustworthy payment methods.
  9. Create a good "About Us" page.

👍 Improved User Experience

A great user experience is a foolproof way of building website credibility. This will also help you convert website visitors into paying customers.

Improving user experience is essential for creating a positive online environment. It will engage visitors and encourage them to stay on your site.

When a website is well structured, it becomes more user-friendly and intuitive. It allows visitors to easily find what they're looking for.

Here are different ways you can improve user experience on your website:

  • Straightforward navigation. Ensure your website has a clear and intuitive navigation structure. Use a logical menu hierarchy, and include a search bar for easy access to information.
  • Responsive design. Optimise your website for various devices, including desktops, mobile phones, and tablets. This will give you a consistent, user-friendly experience.
  • Fast load times. Make sure your website loads quickly. You can do this by compressing images and minifying CSS and JavaScript files. Use caching techniques to reduce load times.
  • Clear Call-to-Action (CTA). Use clear and actionable CTAs throughout your website. This will guide users to take desired actions.
  • Readable typography. Use legible fonts and appropriate font sizes. Make sure there is a contrast between the text and background.
  • Minimise clutter. Keep your website design clean and uncluttered. Avoid excessive ads, pop-ups, or unnecessary elements. These will just distract users or slow down the page.
  • Engaging content. Create compelling and valuable content that captures users' attention. You can use headings, subheadings, bullet points, and short paragraphs. This will make your content easy to read.

📊 Increased Conversion Rate

The use of SEO can also be illustrated through increased conversion rates.

Users search for specific products or services related to a business. Websites that appear at the top of the search results gain prominence.

This also shows that the website offers what users are looking for. If users get what they want, they might turn into paying customers.

A great browsing experience encourages visitors to stay longer. They might explore what the site has to offer.

An optimised site structure with clear navigation makes it easier to find something. When users find what they're looking for, they can buy something.

These factors help reduce the bounce rate. They also increase engagement, which leads to higher conversions.

In other words, SEO is important because it can increase your conversion rate.

You can calculate your site's conversion rate by yourself. Divide the number of conversions by the number of organic visits. Then, multiply that number by 100 to get the conversion rate percentage.

For example, let's say you have 500 conversions and 10,000 organic visits per month. Your conversion rate would be 5%.

To get your conversion rate, you must first decide what makes up a conversion. For example, it can be a sale, a download, or a form submission.

You'll also need to use an analytics tool to measure your conversions. You can use Google Analytics to measure the conversion rate and other types of SEO data.

It's important to track and analyse your conversion rate over time. This will help you make data-driven decisions and optimise your digital marketing efforts.

🥇 Competitive Advantage

Businesses must always adapt and evolve their marketing strategies. This is the key to gaining a competitive edge in the market.

That's why we can't overstate the importance of SEO.

You must always assume your competitors are using SEO. If you don't take advantage of SEO, rivals who invest in SEO can overshadow you.

Knowing why SEO is important for your business can help you stay competitive. It can make a huge difference if you offer services in a specific geographic location.

Small local businesses struggle to overcome their competition more than widely established businesses. This is where local SEO practices come in.

Local SEO is important because it can help put your local business on the map. It attracts customers who might not have otherwise heard about your business.

If you want to be a leader in your industry, you must always adapt to changes. This means continuously updating your digital marketing strategies.

You must also be well-versed in on-page SEO elements. For instance, keyword research, content, and external links. That's why you might want to consider turning to an SEO professional.

You also have to keep track of any changes in search engine algorithms. This will help you keep your strategy effective.

Of course, there's much more to making your business stand out from your competition than just SEO. You also have to offer high-quality products and exceptional service.

💸 Maximising ROI

Another reason why SEO is important is because of ROI. SEO can maximise your return on investment (ROI).

Optimising your site for search engines improves its visibility in search results. Higher visibility leads to increased traffic as more users click on your website.

Increased traffic provides more opportunities for conversions and revenue generation. This impacts your ROI in a positive way.

There are many benefits of SEO. But maximising ROI is one of the most important ones.

SEO is a cost-effective marketing strategy compared to other types of digital advertising. For instance, paid search or social media ads.

There may be upfront costs associated with SEO efforts. For example, hiring SEO professionals or investing in tools. But, the long-term benefits can outweigh the initial investment.

With paid advertising, the costs are ongoing. But, SEO efforts can continue to generate high-quality traffic and results over time. This provides a higher return on investment.

It's important to note that SEO is a continuous process. It requires ongoing monitoring and optimisation. You also need to adapt to search engine algorithms and user behaviour.

If you invest in SEO, you can reap the benefits of increased traffic and conversions. This ultimately leads to a better ROI.

📈 Long-Term Growth

SEO is a long-term strategy that builds upon itself over time.

SEO may take time to show noticeable results. But, the long-term nature of SEO ensures your efforts will deliver results in the future.

Businesses need to focus on long-term strategies rather than short-term gains.

It may be tempting to use quick fixes or algorithm loopholes for immediate results. But, these tactics are not sustainable in the long run.

Instead, businesses should strive to create high-quality content that is valuable to users. They should also optimise their website structure and design. Avoid using Black hat SEO tactics.

If you want long-term growth and sustainability, you need to prioritise consistent performance. This involves strategic planning and continuous adaptation.

SEO can drive long-term results because Google Search is a full-time business.

According to HubSpot, approximately 63,000 search queries happen on Google per second. This number amounts to 5.6 billion searches per day.

People will always be in search of products and services. So, as long as you offer something that they want, your SEO strategy can bring you business for years to come.


What are some common SEO challenges, and how can you overcome them?

Common SEO challenges include algorithm updates, keyword competition, and technical issues.

Algorithm updates can significantly impact your website's ranking. You must constantly adapt techniques that are search engine-friendly.

Keyword competition is another challenge. Businesses intend to rank for popular keywords that other businesses are targeting.

If your site has technical issues, it will reduce the helpful effects of your SEO strategies. For example, slow page load times or poor website architecture.

You can overcome these challenges by staying informed about the industry. You also need to continuously improve your website's technical aspects. Do keyword research to identify less competitive keywords.

How long does it usually take to see the effects of SEO?

The time it takes to see the effects of SEO efforts can vary depending on several factors. These include:

  • How competitive your industry is
  • What your website's SEO is like now
  • Whether you use SEO efforts consistently 

Generally, it takes a few months to see relevant results. During this period, search engines crawl and index your web pages. They then look at your site's content relevance and assess its authority.

SEO is an ongoing process rather than a one-time task. Search algorithms constantly evolve. They require continuous monitoring for sustained success.

Are there any SEO techniques that can lead to search engine penalties?

There are specific SEO tactics that you should avoid. They're called black hat SEO techniques.

They include keyword stuffing, cloaking, link farms, duplicate content, doorway pages, and more.

Keyword stuffing involves using too many keywords in a web page's content. People use this technique to manipulate search engine rankings.

This practice doesn't only make your content unnatural and difficult to read. It also goes against search engine guidelines.

If you use any of these black hat SEO techniques, you might get a Google penalty. This can result in less traffic and lower search engine results.

Should you hire an SEO company?

The answer depends on many factors. Your business goals and resources should be some of them.

An SEO agency comes with the expertise and experience that you may need.

SEO professionals stay up-to-date with industry trends. They also know the best practices for search engines.

Agencies often have access to advanced tools and technologies. They can improve your current SEO campaign in many ways.

Outsourcing professional SEO services can also be a cost-effective decision.

You can use affordable tactics for your specific needs. Even if you have a limited budget, you can hire SEO services.

📌 Is SEO Necessary for Your Business?

Keeping all these benefits of SEO in mind, we can't overlook the importance of SEO.

SEO helps increase your web traffic, conversion rate, and search engine rankings. The right SEO strategy can make your business grow in a short period.

If you're looking for a reliable SEO company, RankRise can help you. Our SEO team can help you drive qualified leads and increase your rankings on search results.

We create customised strategies for each client, which include tailored blog content.

If you would like to know more about our services, feel free to reach out to us.

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Tijana Abadic
Tijana Abadic

Tijana is a content writer with three years of experience working for digital marketing firms and creating informative and engaging content for diverse industries. As a content strategist at RankRise, she specialises in writing and editing long-form content that reflects the brand and drives results.

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