What Is SEO – Search Engine Optimization?
SEO, or “search engine optimization,” is the process of enhancing your website to increase its visibility on search engines like Google and Microsoft Bing. This optimization ensures your website appears prominently when users search for:
Products you sell.
Services you provide.
Information on topics where you have significant expertise or experience.
The greater the visibility of your pages in search results, the higher the likelihood that potential customers will find and click on your website. Ultimately, the goal of SEO is to attract visitors who will become loyal customers or clients.
Why is SEO Important?
SEO is a vital marketing channel, delivering 53% of all website traffic. This significance is underscored by the fact that the global SEO industry is projected to reach $122.11 billion by 2028. SEO drives tangible business results for brands, businesses, and organizations of all sizes.
Whenever people want to go somewhere, do something, find information, research, or purchase a product or service, their journey typically starts with a search. However, search behavior is now highly fragmented. Users might search on traditional web search engines (like Google and Microsoft Bing), social platforms (such as YouTube and TikTok), or retailer websites (like Amazon).
For instance, 61% of U.S. online shoppers begin their product searches on Amazon, compared to 49% who start on a search engine like Google. Additional insights from the same research indicate that:
32% start on Walmart.com.
20% start on YouTube.
19% start on Facebook.
15% start on Instagram.
11% start on TikTok.
Trillions of searches are conducted annually, making search a primary source of traffic for websites. This underscores the necessity of being "search engine friendly" on any platform where users might search for your brand or business.
Improving your visibility and ranking higher in search results than your competition can significantly impact your bottom line. SEO is also crucial because the search engine results pages (SERPs) are highly competitive and feature various search elements (and PPC ads). SERP features include:
Knowledge panels.
Featured snippets.
Maps.
Images.
Videos.
Top stories (news).
People Also Ask.
Carousels.
Unlike other marketing channels, good SEO work is sustainable. When a paid campaign ends, so does the traffic. Traffic from social media is often unreliable and much less than it once was.
SEO is the cornerstone of holistic marketing, where everything your company does matters. Once you understand what your users want, you can apply this knowledge across your:
Campaigns (both paid and organic).
Website content.
Social media properties.
As an SEO agency in Calgary, Niktaria focuses on driving the traffic you need to achieve your key business goals, such as conversions, visits, and sales. SEO also builds trust—a website that ranks well is generally perceived as authoritative and trustworthy, key elements that Google rewards with better rankings.
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