Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the science and art of assisting search engines (Google, Bing, etc.) understand what your website is all about. It helps them see the value your website provides to people who are searching for the types of information, products, and services you offer.
If search engines understand the value of your website and agree it is something visitors will enjoy and benefit from, your website will be displayed at the top of the results when a potential customer searches for a topic related to your business.
Being at the top of search results can result in a high volume of quality prospects visiting your website on a regular basis. This is called “organic” website traffic because you don’t pay directly for that traffic. It happens “naturally.”
Organic traffic also tends to consist of warm and hot prospects who are already interested in your products and services — they are more likely to follow up with an actual purchase.
This is because they happen to be searching for what you have to offer at the moment they are directed to your website. Compare this to the cold prospects you are reaching with your paid advertising and you can see why search traffic is so valuable!
Google search consists of machines running software that attempt to understand your website. These machines don’t understand your website content as well as humans do. That’s where Search Engine Optimization comes in. SEO is the process of helping the Google understand the content on your website — and its value to internet users — so they put your website out in front of people actively searching for your content.
Publishing useful and valuable content (product information, tips and advice, blog articles, etc.) on your website that aligns with what your ideal prospects and customers are interested in is a great way to attract more traffic from search engines.