The Need for Search Engine Optimization and Reasons Why it is Important

Posted by Hampton Hill

Dec 22, 2021 4:21:48 PM

If you’ve ever spent any significant time in the world of marketing, you’ve probably been acquainted with the word “SEO.” SEO is an acronym standing for: Search Engine Optimization. This means exactly as it sounds. SEO is the constant pursuit of optimizing search engines to make your brand or site more visible when searched for on the web.

For example: If someone searched online “where to buy a shovel?” they’d probably be confronted with a page of many iconic home improvement stores, followed by several other businesses of similar likeness. 

But what if you owned a business that sold shovels? Wouldn’t you like to know how to become first on that list? SEO could be the solution to your problem. 


What is a Search Engine?

In 1981, the easiest way to acquire new knowledge would be to go to the local library and check out a book about the topic of interest. Fast forward forty years and the quickest way to get access to information is to “Google it.” That is, if in 2021 the internet is the sanctuary holding the endless treasures of searchable information, then Google is the mighty gatekeeper guarding the way of entry. 

According to Internet World Stats, the total number of internet users in 2019 was approximately 4.3 billion people. In that same year, the number of Google users exceeded nearly 4 billion. Google is a search engine

Their mission is to organize the world’s information to make it universally accessible and useful to online searchers. This process is done by an advanced and adapted algorithm, taking search entries from the search bar and relating it to multiple other pieces of relevant information. The goal? To generate a list of simple and helpful responses based upon your search. This list of “helpful information” is called the Search Engine Results Page (SERP). 

While there are other search engines like Bing, Yahoo, and Baidu, according to Statcounter, over 92% of the search engine market uses Google

Ad Spend 

If Google’s search options are free to users, how do they make money? Simple. They sell spots on their results pages

It didn't take long for people to figure out that being first on the search engine results page meant that they were above fold compared to their competition. Once they did, paid placement was a game-changer for their business. If a business wants a top listing, they can spend money on Google AdWords and Google will place their website at the top of any search results page they desire. 

However, Google still keeps its SERP organic. Search engine results that have received ad spending will be preceded by the word “Ad” in the result. Anything without the word “Ad” is the result of an organic search. 


So, how do I get my business up at the top of the SERP without paying Google an absurd amount of money? Easy

This is where Search Engine Optimization (SEO) comes into play. The first thing you need to do is sit down and figure out what words people are searching for and what words your business wants to be found by. Let's revisit the shovel example. 

If you own a business that sells shovels, your keywords list could include shovel grip, shovel shaft, shovel blade, etc. Each of these words or phrases become tagged by search engines for people who search online with language containing your keywords. The next step is to take these words and optimize your website to match the your most searched for keywords and phrases online. The more people search for shovels and click on your website, the more Google will continue to raise your website on the SERP. 

This process doesn’t happen overnight, but it’s a gradual process that will lead to results in the end. SEO takes patience, persistence, and consistency––but the end result is more customers and longevity toward your business’ success.

Connect with InnerAction Media Today!

At InnerAction Media, we lead you through the entire strategy––from buyer personas, to marketing blueprints, and with our team of highly-trained SEO specialists, we know how to implement a successful marketing plan that generates leads, clientele, and brand awareness.

When it comes to clear, effective, and creative marketing strategies, we’re here to help. Established in 2011, we’ve set ourselves apart as the go-to production and marketing agency in the North Central region of West Virginia.

Contact InnerAction Media today, and let us help you tell your story.

Hampton Hill

Written by Hampton Hill

Hampton grew up in Parkersburg, WV. He graduated from Liberty University with his B.S. in Business Administration: Digital Marketing and Advertising in 2020. Hampton has a passion for serving others and making impactful connections. He has experience in logistics and data analysis and holds a background in digital marketing and operations management. In his free time Hampton enjoys watching movies and sports. He also has a love for playing and listening to all different types of music.

Topics: Storytelling, Social Media

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