Search engine optimization (SEO) makes your website easier to find when a potential customer types a keyword into a search engine. Algorithms reward pages with high authority, expertise, and trustworthiness, and web design affects rankings through how well pages render across browsers and devices and how fast they load. Done well, SEO raises your visibility in search results, builds brand recognition, and brings in more free traffic.

Why SEO matters for traffic and sales

SEO improves your website’s visibility in search results and leads to increased brand recognition. The quality and quantity of traffic you receive depends on several factors, including competition, the size of your company, and how long you’ve been in business. Both off-site and on-site optimization efforts also have an impact on your rankings. For your website to rank well in search engine results, you must have an effective website design and a solid understanding of search engines.

Search engines use complex mathematical algorithms to determine which websites are most relevant to a searcher’s query. In addition to keywords, search engines also look at links between websites. The more relevant and authoritative a website is, the better, as more visitors will click through and read about it. Even with the most relevant content, that alone is not enough to achieve the desired rankings.

How SEO turns visitors into customers

A well-optimized website will not only draw more traffic, but it will also convert that traffic into sales. Users who find your brand via a search engine are more likely to share your products and services via social media. On-site SEO improves your website’s content to make it search engine-friendly, and a visual editor lets you make changes without writing code.

What on-site optimization actually covers

SEO is about creating relevant content for search engines to attract users and improve your website’s overall performance. The goal of SEO is to improve the quality of your content and increase the quantity and quality of traffic through search engines. Search traffic alone is not enough to grow a business; if visitors don’t convert, SEO efforts fall flat.

User experience matters as much as keywords. Don’t include full-page interstitials on mobile versions, because they hinder the user experience. Make sure web pages load quickly. Google’s Pagespeed Insights shows whether your pages are loading slowly, and Ahrefs’ Site Audit checks pages’ performance.

Where PPC fits alongside SEO

Using a pay-per-click (PPC) advertising strategy can be a great way to gain extra traffic. PPC works by paying for text ads that appear near the top of a search engine’s results, giving you access to an enormous volume of targeted traffic.

Structured data and link hygiene

Proper structured data allows search engines to use your website’s content in an effective and eye-catching way. SEO is a long-term project that requires constant activity: taking action on a daily basis and working around the clock to keep results accurate and relevant.

Links need appropriate anchor text too. Good anchor text makes your site easier to navigate and tells Google about the content of the page that the link points to. Choosing the right anchor text gives you a competitive edge and supports higher rankings.

White hat, black hat, and SEM

There are two main types of SEO, white hat and black hat. Both can bring success to your website, though it may take time to see results. If you are not prepared to spend the time and money necessary for SEO, search engine marketing (SEM) may be the best option. SEM can be effective for some businesses but is often a poor option for new businesses because it costs a lot of money. Over the long run, SEO can reduce your SEM expenses.

Related coverage

• SEO for Business Owners: Unlocking the Power of Search Engine Optimization
• Search Engine Optimization Basics