How can a business know what is the need of its target market and what kind of search the people are doing online? The answer is through search engine optimization through which a site can incorporate those keywords which are very often searched by people in their sites and thereby increase the traffic that will drive more customers to the business site organically.
What Is SEO?
With the help of search engine optimization which is the practice of increasing and improving both the quantity and quality of the website traffic along with handling the exposure to one’s brand through organic search engine results. SEO has a much wider purpose than just bringing the traffic. It is also about understanding the people and what they are searching for and looking online, the words, phrases they are using, the answers that they are employing, and the type of content that they are looking forward to consuming.
By understanding the people and what they desire one can connect with them and offer the solution to the problem they were looking for. search engines go through billions of content pieces and evaluate thousands of factors to determine which content will be most suitable to answer the query one has.
They do all this by finding and cataloguing all the content that is available on the internet like web pages, images, video, etc through a process known as “crawling and indexing” and then it orders it by how well it matches the question in a process which we refer to as “ranking”
How to Generate Traffic
A lot of online traffic is driven by search engines even though there are other ways to generate traffic like paid advertising, social media, and other such platforms, optimizing one site can help deliver better information to the search engine so that the particular content can be properly indexed and displayed within search results.
SEO is one of the only marketing channels that when set up correctly can continue to pay dividends over time if you provide content that deserves to rank higher for the right keyword, the traffic to the site can increase tremendously whereas advertising needs regular funds to send traffic to the site.
White hat vs black hat SEO
What exactly are these terms white hat and black har SEO which is often used while understanding the concept of search engine optimization. firstly white hat SEOs refer to those SEO techniques and strategies that abide by the rule of the search engine and whose focus is primarily on providing value to people.
Whereas black hat SEO refers to those techniques and strategies which attempt to spam or fool the search engines.it puts websites at a huge risk of being de-indexed or penalized that is removed from the search results and has severe ethical implications.
Advantages of SEO
1. Credibility and Trust
When your site ranks on the first page it increases the confidence of the customers and boosts credibility. Google ranks the websites based on dozens of and on-page signals such as content etc and googles through the algorithm delivers relevant and valuable content.
There is no work hour limit and the content doesn't disappear, unlike the way it happens in paid advertising. the ranking which is achieved through SEOs promotes the website 24/7.there is no stooping and it allows the company to reach the users while at the same time the users are reaching for the company.
3. Target Audience
Seo is useful for any organization with multiple target audiences and it allows the company to reach the audience with intent-driven keyword research.it is equally effective for companies that are targeting the various audience with the same service or just one target audience.
Disadvantages of SEO
1. Getting results back from SEO can take a lot of amount of time as the google algorithm changes very frequently therefore the result might not be very consistent every time.
2. Return on investment takes a long time. It requires a lot of time to produce tangible results from the SEO which may not prove useful for companies that require income in short term.
Search engine optimization has its own set of advantages and disadvantages but no one can deny the usefulness of its nature and the help that it provides us while driving traffic organically.
Written by - Aayushi Kumari Singh
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