Search Engine optimization

SEO stands for Search Engine Optimization, which refers to a practice of optimizing websites to rank higher on the search results page (SERP) on search engines like Google and Bing. This practice can involve many different elements including optimizing on-page content, obtaining links from high-authority websites, making technical fixes to improve user experience, and much more. Despite its name, SEO is not only about search engines, it’s also an important practice for the humans visiting your site who want to see content that’s relevant to their searches.

Put simply: if you are a business that wants to be found online, you need SEO. 93% of consumers use search engines to find businesses and if you’re not showing up in those searches, your customers are likely going to find your competitors instead.

SEO is constantly evolving and changing, so staying in the top of the SERP is also an ongoing process, not a one-and-done project. Despite its name, SEO is not only about search engines, it’s also an important practice for the humans visiting your site who want to see content that’s relevant to their searches.

es, there is. While SEO & PPC often have similar goals of bringing more traffic and driving more leads to websites, it’s important to understand that they are two very different marketing channels:

PPC (or Pay Per Click advertising) is a channel that aims to bring paid traffic to a site through clickable ads deployed on ad platforms like Google Ads, Microsoft Ads and Meta Ads.
SEO, on the other hand, is a channel that aims to bring (unpaid) organic traffic to a website by being the most visible and relevant listing in the search engine results.

Each bring their own unique benefits. Leveraging multiple channels can generate amazing results for businesses who integrate both.

SEO ensures your business is visible on one of the most popular digital marketing channels customers can be found on: search engines. Good SEO means that you will show up at the exact moment your customers are searching for your products/services and when they are looking to find solutions to their pain points. SEO is also an important practice in digital marketing because it’s focused on providing the best website user experience possible, which benefits not only customers from organic search but customers from other marketing channels as well.

SEO increases sales by:

Improving rankings on the search engine results page (SERP), which can drive more qualified organic traffic, leads, sales to your site
Its ability to refine targeting for queries that have the highest purchase-intent
Ensuring your business shows up in the SERP at every stage of the purchase funnel
Creating the best on-page user experience possible, which makes users more likely to convert

When paired together, SEO and Google Ads can be powerful digital marketing tools. Since SEO takes longer to see results, Google Ads can be used to ensure your business is showing up in the top positions for keywords that you are not ranking very high for yet organically. Google ads can also be a great way to test customer behavior for particular keywords and copy, which can then be leveraged for your SEO strategies.