For many, search engine optimization is a vague concept and there are many misconceptions about it. What is the purpose of search engine optimization? What does an SEO agency do and how does it help with search engine optimization?

What is the purpose of search engine optimization?

In short, the aim of search engine optimization is to get your website into a good position in Google's search results for the right keywords. Preferably, it should be in the first organic results or in the top five. To do this, we create a strategy that fits Google's search algorithm. We refer to this as a strategy due to its comprehensive and meticulously planned nature, encompassing various components such as technical tools and content production.

SEO is the abbreviation for Search Engine Optimization, which is achieved by building a website that meets the criteria expected and monitored by Google, as well as writing text that matches it.

How much does SEO cost? 

#m1-y#Search engine optimization is much cheaper in the long term than advertising.## 

In fact, it can be considered free if you learn everything you can about search engine optimization and build your website around the strategy you have developed.  Of course, it is not that simple, it takes a lot of time, paid courses, scoreboards or even support software.

However, whether you work with a digital marketing agency or do it yourself, search engine optimization is much cheaper than continuous advertising. 

What tasks does SEO entail? 

Indeed, search engine optimization involves a holistic approach that encompasses technical and IT settings, as well as SEO copywriting. When optimizing a website, several crucial elements come into play:

• Technical SEO: This involves optimizing the technical aspects of a website, including site structure, speed, and URL structure. Ensuring that the website is well-structured and technically sound is essential for SEO.
• SEO Copywriting: Crafting high-quality content that is both reader-friendly and search engine-friendly. This includes optimizing the quality of the text, keyword placement, and keyword quantity.
• Link Building: Building a network of external links to your website from reputable sources. This is a vital element, as external links contribute significantly to search engine ranking and credibility.

In essence, SEO requires attention to all these elements to improve a website's search engine visibility and overall online presence.

‍The role of search engine optimisation in your marketing strategy

Search engine optimization plays a very important role in online marketing. After all, you can get a lot of visitors by having your site at the top of Google's search results. Securing one of the top spots in organic (unpaid) search results can lead to a significant influx of visitors.

The choice of relevant keywords is pivotal in SEO. While SEO can serve as the primary element of an online marketing strategy, it often complements a more comprehensive, mutually supportive approach. In today's digital landscape, it is an indispensable component.

Advertising can certainly deliver quick results, particularly through paid (PPC) ads. However, once you cease advertising, your website's visibility in the search results can dwindle, whether in the top or bottom positions for paid advertisers. On the contrary, SEO yields slower results but provides lasting benefits, making it unsuitable for sporadic or short-term campaigns.

In addition to Google, social media platforms play a crucial role in reaching potential customers. You can choose between these platforms or employ them in a coordinated manner to enhance their mutual support.

The popularity of SEO agencies today can be attributed to the fact that search engine optimization plays a significant role in their clients' online presence. This doesn't negate the need for other tools; instead, it underscores how SEO can be a potent asset in acquiring and retaining clients. Moreover, there is a wealth of learning materials available for those interested in SEO, ranging from free resources to paid courses. Blogs and YouTube videos are excellent sources for gaining knowledge and expertise in this field.

The advantages and disadvantages of SEO

So search engine optimization is one of many tools, and we have to consider whether it helps us achieve our goals, and if so, whether it does it in the way we want. Before we start, let's integrate it into our long-term and well thought-out plans, and align it with the rest of our online marketing strategy. Let's look at some of the advantages and disadvantages that can help you do this!

Two crucial aspects to consider in the realm of SEO are the payback period and cost-effectiveness.

Payback Period: 

SEO is associated with a longer payback period, typically ranging from 3 to 6 months or more. If you require swift results or need to reach a large audience quickly, paid advertising, such as PPC, is a more suitable choice. SEO isn't designed for short-term, intermittent campaigns but rather offers long-term, enduring impact.

Price: 

While SEO may entail an initial investment, it proves to be cost-effective in the long run. The results are sustainable, often lasting for years, and this cost-efficiency cannot be matched by advertising. It's important to monitor and occasionally fine-tune your SEO efforts, but this is not an arduous or ongoing task. Once initiated, SEO can continue to yield results steadily.

What are the best SEO tools?

There are a number of SEO softwares that can be of great help to us. For example, SEO Powersuite, Ahrefs, SEMrush, Majestic etc. These can help us with technical analysis, SEO auditing, keyword research and even link building.

Google is constantly working to improve the search process, and therefore the search listings it offers, to try to show us results that match our searches as closely as possible. That is why it is constantly improving its search system. Changes are made during so-called algorithm updates. Smaller updates happen daily, but really major algorithm changes happen 2-3 times a year. One of the biggest updates in recent years was the BERT algorithm in 2019, which affected 10% of all Google searches.

So, what are the tangible goals of SEO?

Now you understand the purpose of search engine optimization. Next, let's look at some specifics: what can be our goal with search engine optimization?

Lead generation, often achieved through click-throughs, is a common specific goal in SEO. While search engine-optimized pages are typically rich in text with relevant keywords, they might not always align with the ideal sales target. In such cases, redirecting potential customers to another page, which could be a sales page or a subscriber collection page, can be a strategic approach. After all, content marketing and SEO often operate at the top of the marketing funnel, focusing on initial engagement and interest.

However, SEO can also serve other tactical purposes. In some instances, the primary goal might be to outshine the competition, ensuring that your message stands out prominently. This strategy allows you to control the narrative and put your message at the forefront, provided the chosen keywords align with this objective.

What does an SEO agency do?

SEO agencies offer a range of services, one of which is the SEO audit. During an SEO audit, they thoroughly evaluate your website's current configuration, assessing technical, content, and linking aspects. Their goal is to identify errors and issues, providing recommendations for improvement.

Understanding what an SEO agency does is valuable, whether you're considering optimizing your website yourself or outsourcing the task. Recognizing your website's current errors and areas in need of correction is crucial. Attempting SEO without experience can lead to costly mistakes. Knowing when it's time to seek professional help is vital for entrepreneurs to avoid wasting resources.

SEO agencies specialize in various aspects of SEO, including technical SEO, content optimization, and link building. Some agencies excel in all three segments, offering a strategically aligned approach that can yield impressive results.

These agencies typically offer ongoing services, allowing you to subscribe for monthly SEO work. With this subscription, a detailed SEO strategy is established, outlining how the collaborative effort will be organized. This strategy defines the specific areas, products, and services that the agency will focus on to enhance your search engine optimization.

Conclusion

Indeed, search engine optimization is a prolonged process, and it's unrealistic to expect substantial results within just 1-2 months. However, by consistently and diligently implementing high-quality SEO practices, you can secure a substantial competitive edge in the years to come.

This commitment allows you to ascend in the rankings for not just a handful of important keywords but potentially for hundreds of them. The long-term benefits of steadfast SEO efforts can lead to an enduring and extensive online presence, which is invaluable in the digital landscape.

#promobox#Would you like to leave the search engine optimisation of your website to experts?##