With millions of people performing billions of searches each day to find answers on the internet, it
makes sense that digital marketers want their business to appear in those search results.
To put it simply, no one can visit your website, or contact your business if they cannot find you, or do
not know the business exists.
SEO is the practice of optimising your website for search engines to ensure that your business is
findable (and ideally at the top of the list) when people search for products/services that you have to
Here are just a few of the main benefits proper SEO will have on your business:
- Increased traffic, engagement, and conversions
- Better user experience
- SEO is a long-term marketing strategy
- It is a low-cost strategy when compared to PPC
- SEO builds trust and credibility
- It requires minimal upkeep once the initial work has been done
Why SEO is important for a website
Most people never go past the first page of search engine results – so if your website isn’t on the page
one the chances of someone finding it are slim.
By being on the first page of search engine results, and ideally, at the top of the first page, you will
increase your brand awareness and potential clicks to your website. This will guarantee you a
constant stream of organic traffic to your website.
Besides your website being findable on search engines, people see companies that rank well
organically as reputable and trustworthy. “They must be good because they rank in the top three on
Proper SEO is done with users, as well as the search engines in mind. This means that as your SEO
specialist works to impress the search engines for higher rankings they also work to improve user
experience and make your website more user-friendly for your potential customers.
Why SEO is important for digital marketing
SEO is a sustainable form of digital marketing that does not require you to constantly top up your
With SEO you do not pay per click, or per result, as you do with Google Ads or social media
advertising. This means that if your budget runs out you will hold your ranking. With PPC advertising
your advert will no longer be shown once your budget is depleted.
This makes the time and effort that goes into search engine optimisation a long-term investment.
Many refer to SEO as the gift that keeps on giving.
Why keywords are important in SEO
When marketers speak about SEO they always speak about keywords as well, but what are keywords
and why are they important for SEO?
Keywords are the words or phrases that people are likely to type into a search engine when
searching for your product or services. The content on your website should match the search terms
(keywords) in order for Google to connect your business with the search query and suggest your
website on the SERP (search engine results page).
The keywords that you choose to optimise your website and pages for should be in line with phrases
people would search to find your products. Bear in mind that different people might use different
phrases to search for the same thing, depending on their knowledge on the subject or personal
The search engine looks at a search query and returns results most relevant to the query. Search
engines are sophisticated and can match synonyms to search terms. For example, someone looking
to hire a car may search “car hire”, “car rental” “vehicle rental” or other variations of the same
concept. This means that if you have focused on “car rental” as a keyword you may still appear in
results for a search for “vehicle rentals”.
That said, it is important to define your keywords so that you don’t start appearing for searches that
won’t convert. You need to implement keywords that will help your website to appear when your
ideal target audience is searching for it.
Why keyword research is important in SEO
It is important to do extensive research on which keywords will give the best results, or rank better,
instead of deciding which keywords you think are best.
There are two important things to consider when choosing a keyword for SEO:
There is no use ranking for a phrase that no one is searching for. On the other hand, a search term that has millions of searches may not be worth targeting. For example, the word “Hotel” may have 201 000 searches but the phrase “Boutique Hotel in Sandton” may only have 320 searches. It might be better to optimise your page for the phrase that is more specific, even though there is a lower search volume.
How many others are trying to rank for the same phrase? If the competition is
high it may be better to target a keyword that has slightly lower search volumes, but less
competition. This way you have a much higher chance of ranking high.
There are various keyword research tools that you can use to help decide which keywords you want
to rank for, here are three well-known ones:
For a full guide on Keyword research click here.
Why is an SEO audit is important
If you are unsure about whether your website is SEO-friendly or what needs to be done on your
website to improve your rankings you can get an SEO audit to see where your website is lacking, or
Most top digital marketing agencies offer free SEO audits as well as quality advice on how to
improve your website’s SEO.
Contact MBG Media today for your FREE SEO Audit!
Frequently Asked Questions
If SEO is free why are digital marketing agencies charging a fee for this?
Search engines are super smart, but they still need our help. The fee that you pay to a marketing
agency it to cover the time and expertise used to optimise your site to rank better – you do not pay
This is why, even though SEO may have higher costs at the beginning, it is a great investment for
your business. The amount of organic traffic generated over a long-term will more than make up the
initial costs of getting your website to rank.
Do I need to hire an SEO agency or professional, or can implement SEO on
my website myself?
You could implement SEO on your website yourself if you have the time to learn the best practices
and know your way around your website. Chances are, however, then an SEO specialist will be able
to get favourable results much sooner.