Search engine optimization (SEO) is the art and science of getting your website indexed, discovered and analysed. It is also the method of getting your website ranked on the search engines and to improve your rankings for keywords users are searching for.
People are searching the internet for information and to buy. They are using the internet to find a business to buy from or to find answers to queries that they might have. Every sale that you miss out on is one that your competitors might get, making them in this process stronger.
How long do you think your business can survive without customers? What would happen if your customers were unable to find your contact details? The same is true if they cannot find your business on the web.
Reasons to use search engine optimization
SEO is form of pull marketing. People are searching on the search engines for answers to their questions. If your website matches their search, they might become your next customer.
People usually trust the organic/natural search results more than paid advertisements.
While you may pay to have your website and the pages optimizes, there are no payments made every time someone clicks on your organic listing on the search engines. Paid search (Pay Per Click) can be quite costly, especially for high volume low intent key phrases.
Once you have obtained your positions on the search engine result pages (SERP’s), it is relatively easy to maintain it with low costs. Compare this with paid advertising (PPC) where you need to continue paying for every click through.
Results are easy to measure using Google analytics or any other website tracking software. You are able to measure which keywords brought in visitors and even which ones brought in buyers.