What Is SEO?
Are you just getting started with SEO? Maybe you’ve heard that SEO can help your website receive more traffic and higher ranks, but you’re not sure how it works or where to start? You’ve arrived at the correct location. Continue reading to learn what every digital marketer needs to know about SEO.
Let’s start by asking an obvious question: what exactly is SEO? Well, SEO stands for ‘Search Engine Optimization, which is the process of getting traffic from free, organic, editorial, or natural search results in search engines. It aims to improve your website’s position on search results pages. Remember, the higher the website is listed, the more people will see it.
- Good SEO involves many different activities, such as:
- Identifying relevant keywords with good search traffic potential
- Creating high-quality, useful content and optimizing it for search engines and for users
- Including relevant links from high-quality sites
- Measuring the results
These days, SEO is considered an essential marketing activity.
Differences between paid and organic search
From the outset, it’s important that you understand the differences between the organic, natural search synonymous with SEO and paid search. There are five key differences:
The first difference is that paid search results appear at the top of search engine results pages, and organic results appear beneath them.
Another key difference between paid and organic search is time. With paid search, you get near instant results, sometimes in minutes; whereas, with organic search, results take more time – often weeks, months, and even years. So you have to play the medium to long-term game with organic search.
When it comes to paying, well, as the name suggests, with paid search traffic is paid. You pay-per-click (PPC) on a cost-per-click (CPC) basis. What that means is, you pay a fee every time a user clicks on your ad. So instead of relying on organic traffic to your website, you buy traffic for your page by paying Google to show your ad when your visitor does a search for your keyword. For organic search, traffic is free, although it does require an investment of both resources and time.
In terms of the return on investment or ROI, it’s actually much easier to measure with paid search. That’s partly because Google provides more keyword data that you can capture in Google Analytics. However, with paid search, ROI can stagnate or decline over time. With organic search, ROI is a little bit harder to measure, but it often improves over time. Over the long term, organic search can offer a very good return on investment.
Share of traffic
When it comes to the share of traffic, roughly 20% to 30% of searchers click on paid results, and 70% to 80% of searchers click on SEO results. So the lion’s share of clicks are actually on the organic results.