• Kay Auster

Why is SEO so important? A guide for companies.

SEO summarizes all activities that help a website to rank high in search results on Google. This can result from OnPage or OffPage SEO optimizations. A good SEO strategy will help propel a website to the top of search engine results.


In addition, it can also help to strengthen a company's visibility and brand. No wonder that many companies are already successfully using SEO to their advantage. Fact is: websites without top rankings on Google are rarely clicked or not clicked at all. You lose potential customers who are already actively looking for a product or service.


What is SEO?


Search engine optimization, or SEO for short, is a sub-area of online marketing with the aim of improving visibility in search engines. The abbreviation SEO comes from the English term Search Engine Optimization and is now the global term for the optimization of websites for search engines. SEO is divided into two sub-disciplines - OnPage and OffPage optimization.


SEO earlier vs. SEO today


Sophisticated algorithms enable today's search engines to answer search queries and usually deliver very precise results that offer the searcher valuable information in the midst of a huge source of information. The display of search results, also called SERPs, depends on certain factors. Since the first search engines came onto the market, the overriding task in SEO has been to evaluate these ranking factors and to positively influence the rankings of a website through the use of targeted optimizations.


The beginnings and "How SEO no longer works today"


After search engines became established on the web, the first webmasters began to try to influence the search results. The resulting SEO community quickly realized that the rankings of a website could be manipulated with relatively simple measures. The possibilities were straightforward and thus resulted in a profitable model. Website operators were able to achieve a good ranking in the search results with little effort through practices such as keyword stuffing, link spamming, etc. In the course of time, search engines like Google have recognized that this was not what the user wanted and began to develop algorithm updates. Over the past few years, these have continued to optimize the quality of search results and low-quality websites and optimization measures have lost their value or, in the worst case, have been punished. Due to the constant development of the ranking factors and thus the improvement of the search results, Google has developed into THE search engine and outdated SEO techniques are either no longer relevant or even have a negative effect.


SEO in the future - where is the journey going?


A lot has changed over the past decade of SEO. Some disciplines still function "similarly", other measures have been buried. Overall, one can say that SEO has become more extensive because it is no longer enough to look at the topic from a single point of view. Rather, SEO today is a complex interplay of various factors that have to be optimally coordinated. The Google algorithm is no longer satisfied with fixed ranking factors, but is now developing using A.I. independently and improves the search results every day. This process, which can be summarized with the term "machine learning", has the consequence for SEO that everything is less transparent and not even a Google employee could say what has changed with a Google update. In addition, technical SEO is becoming more and more important and secondary showings such as usability and user-focused content are in the foreground. In the area of ​​SEO, this leads us more and more to the question: What does the web user actually want?



SEO used to be:

  • Keyword spamming

  • Inferior links

  • Black Hat SEO

  • Keyword focus


SEO Today:

  • Usability / UX design

  • User-optimized content

  • Mobile first

  • Technical SEO


Benefits of SEO? Why Search Engine Optimization?


SEO is a serious traffic channel in online marketing. The use of SEO today can even make a decisive contribution to how successful a company is. So there is no longer any question of whether SEO is worthwhile at all. The following bullet points briefly summarize the advantages of SEO.


SEO is the future, because users search online

While business directories are gathering dust in the corner, the older generations also use the Internet as a source of information - a rethinking has long since taken place: On average, nine out of ten people use Google. Each of them is looking for a solution to their very own "problem". The searcher then finds the ideal solution in a product or service. Anyone who appears directly at the top of the search results with suitable SEO measures is investing in the future.


SEO offers users a solution directly

Compared to other acquisition measures, search engine optimization has a clear advantage: the potential new customer does not have to be convinced that he needs the offered products or services - because he already knows it, otherwise he would not look for them. So SEO operates according to the pull principle.


SEO is cost effective

What many entrepreneurs mention when deciding against SEO is not least the cost factor. It is obvious that search engine optimization is not exactly cheap. But the investments are worthwhile. A top position can therefore mean considerable growth for a company, because: In the Google search results, the positions on page 1 are clicked - if your own website appears here with the desired added value, you win.


SEO is measurable

Working with SEO professionals means that all implemented measures and successes are logged, analyzed and evaluated. In this way, measurable key figures can be created very quickly, on the basis of which the SEO successes can be evaluated.


SEO strengthens the image and brings new customers

SEO is particularly interesting because of a very special aspect: It increases visibility, and not just at the moment of the search query. Due to the long-term orientation of SEO, searchers come into contact with the company, the brand and the product name more and more frequently. It is precisely this form of brand awareness that is a decisive success factor.





The top 5 reasons for SEO


The advantages mentioned above strongly suggest the benefits of SEO. Nevertheless, we have summarized the top 5 reasons for SEO again at this point:


  1. More traffic on the website

  2. Sustainable visibility on Google

  3. Optimized user experience

  4. More sales and customers

  5. Better image and authenticity



Conclusion - why is SEO so important for companies?


Search engine optimization has long ceased to be an insider tip, and neither is the fact that a usability-optimized website is important. Nevertheless, one finds time and again that many company websites do not conform to this pattern and that SEO is still considered unimportant. This is very shocking on the one hand, but on the other hand it offers many companies a chance to jump up. For this, however, the management must have understood that SEO as a component of online marketing is part of the holistic marketing strategy and thus leads to lasting success.


Search behavior and search engines are constantly changing.

This fact is the reason why continuous and sustainable search engine optimization is important. These constant changes also require the corresponding know-how, as well as the subsequent adaptation of trends and measures. Any company that does not deal with this topic will not be successful in the long term.


Competitors also do SEO!

At least there will be no market in which at least one competitor is not actively engaged in search engine optimization. Companies that do not do SEO not only lose website visitors, but also potential customers who are actively looking for a product or service.


Search engine optimization is one of the most cost-effective marketing channels.

This is mainly due to the fact that organic search hits are free traffic. Especially in connection with paid search ads (e.g. Google Ads) or other online marketing channels, sustainable search engine optimization forms a cost-efficient online marketing strategy. Because in contrast to paid advertising, the traffic does not completely collapse if you reduce the budget.


SEO is not only a trend, but will also remain an important part of online marketing in the future. It is important that companies act and not neglect the issue. This is the only way to ensure future and sustainable success on the web.



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© 2020 by Kay Auster (austermedia®)