The Importance of SEO 

What is SEO and what is it used for?

SEO, or Search Engine Optimization, is the process of optimizing your website to increase your visibility online. When a user searches a specific query on Google, there are only 10 spots available on the first page and many users don’t venture onto the second page. Google chooses which pages to display based on certain criteria: relevance of the query to the web page, quality of content, usability of web pages, and context & settings. The SEO process can include a number of intertwined actions – adding meta descriptions to pages, publishing blog content, undergoing keyword research, and adding content to pages. The more users who see your website, the higher chance you have at providing your product or service to a large customer base. SEO not only attracts new customers but also builds trust with current customers by deepening your relationship over time. With SEO, you can answer a potential customer’s question while contributing to your authoritative voice.

Google’s Criteria

When ranking web pages, Google looks at many things. The first is how the user’s query relates to your web page. If your content is specific and relevant to someone’s search query, you could rank on the first page for their search. This is where keyword research comes into play. You want your page to contain the keyword present in a user’s search query.

The next thing Google looks at is the quality of your content. Google prioritizes the most reliable sources when ranking web pages. Google also focuses on the usability of your website. A page that is more user friendly is pushed to the top of the results page. Google will push pages down if they are not designed properly or don’t load quickly. Lastly, Google shows results based on the user’s settings. A user’s history, location, and search settings all account for how Google displays certain web pages.

Google goes into more detail here.

Keyword Analysis

Keywords can be phrases or single words that users frequently search. Undergoing keyword research is the first step. The Keyword Planner is a tool that allows users to view useful data for a certain keyword (like its monthly search volume, competition, etc). Once keywords are identified, they need to be placed into your web page correctly. Keywords should be present in the body of your blogs, but your content should make sense and be purposeful. Avoid adding too many keywords to a blog post; this is considered “keyword dumping” and will keep your page from ranking on the search results page. The more you analyze and research your keywords, the more effective they are going to be.

Backlink Building

A backlink is an element on your website that links to other credible websites. Backlinks help to build credibility. Add backlinks strategically so that you don’t lose your own content in a mess of other sources. When building your backlinks, make sure everything is done ethically and carefully.

Learn More

If you are interested in learning more about SEO, give Solterra Marketing a call.

Our digital team would love to sit down with you.


Blog post by Maddie Dicken

June, 2022