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  • Writer's pictureSISU Marketing

Why SEO is essential for your online success: The importance of Search Engine Optimisation

SEO is the technical process of bringing in organic traffic from the search engines attracting maximum visitors to your website. It is imperative to your business to improve its organic website traffic, brand awareness and most importantly, lead generation.


Computer displaying Google Analytics

All search engine pages deliver results based on what users have typed in to the search bar.

Where your business appears in the list of the displayed search results is down to many factors, however you can help to increase the online visibility of your business by optimising your website and its content to make it more appealing for search engines such as Google.


It is important to understand however, that content alone is not important for search engine ranking, there are numerous other factors, such as Google algorithm's.

What is SEO?

SEO ensures online technical optimisation of a website and makes sure that Google can read and index the pages, its desktop, and mobile rankings. It does online innovation for search results and consumer usability. It helps consumers and engines easily define a section of the site, its importance, and its relevance to organic search queries and subject matter.

SEO also promotes sharable content via outreach, link building, and lead signals from authority sites in the same domain of the site are optimised and you get links that Google likes.


What to do when reviewing your SEO...

Always start with researching and finding keywords and phrases used by your target audiences to find a brand or product which is like yours. You can use online tools such as Semrush to find these for you and also review your competitors keywords and rankings. Once you have established these you can start to create your own strategy and content around these keywords to rank on the search engine results page.

To develop a successful strategy, SEO and content marketing must go hand in hand. SEO is a combination of technical and marketing as it must make a website appealing to both users and search engines.


Google search on laptop

SEO and Google Algorithms

The Google Algorithms change periodically which can sometimes throw off the effectiveness of your SEO strategy, however there are a number of consistent important SEO factors which Google use to inform your sites ranking.




  1. Content relevance: Google determines whether a page is relevant to a search query and ranks the most relevant pages

  2. Content quality: Google uses various means to identify quality in order to rank pages. This includes input from real people and machine learning algorithms. 

  3. Backlinks: Relevant links from other sites help Google identify trustworthiness as well as relevance

  4. Physical proximity: Google considers how far a business is from the searcher's location for local search results

  5. Mobile-friendliness: Pages optimised for mobile devices may rank better in Google's mobile search results

  6. Page performance: Google uses a set of metrics to determine how well a page performs in terms of speed, responsiveness, and visual stability

  7. HTTPS: Google detects whether a website uses a secured, encrypted connection and gives a slight advantage to those that do


So, why is SEO important?

If we simply explain it, SEO is about making the right choices based on accurate SEO data and the latest Google trends. Investing in an SEO strategy and continually reviewing your businesses and your competitors performance and keywords will ultimately help to ensure that your website is working as hard as it can to drive your organic traffic.

SEO is a complex part of digital marketing, but an important one if you are trying to get the best visibility of your brand and its service or products.


So, if you want to get your SEO strategy basics reviewed and working for your business get in touch and we can help get you on your way.


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