What is SEO and Why is it Important?


I’m sure you have heard it or read it, “SEO is an important factor in the success of your small business.” But what is SEO exactly? And why is it so important?

What is SEO?

SEO stands for Search Engine Optimization, and it is the process of taking steps to maximize the traffic to your website through the “organic” or “free” listings on search engines. In order to maximize website traffic, the site needs to have high visibility, which is achieved through a high ranking on the search engine. In other words, the site should appear at or near the top of the organic search results for any given search which may pertain to the business’s services or products.

So how is this achieved? There are four main groups of SEO ranking factors. These are On The Page ranking factors, Off The Page ranking factors, Violations, and Blocking.

On The Page ranking factors are the factors that are entirely within your control, and they include the elements of content, HTML, and architecture. The effectiveness of your On The Page factors is based on the quality of the posted content, HTML clues that successfully help search engines determine relevancy, and a site architecture that does not hinder a search engine’s ability to crawl the site.

Off The Page factors cannot be controlled by the publisher but rather are influenced by readers, visitors, and other publishers. The elements that make up the group of Off The Page group of include links from other, reliable websites, a respected reputation through social networks, a trusted authority, and the personal elements such as the country and locality of the person.

Violations are factors that you should be aware of and try to avoid as they may cause ranking penalty or a ban. They are spamming techniques such as creating content that is too thin or stuffing the content with words that you want your page to be found for.

Blocking is where searchers themselves decide that page is not relevant or they do not like it and block it. It does not necessarily involve any spamming activity, but it hurts the trust and personalization of your website. These factors work together as considering only one of the SEO factors alone will not achieve the desired results. It requires a combination of the positive factors to increase the odds of boosting your rankings and an awareness of the negative elements to avoid worsening the odds.

Why is SEO important?

Often times, clicks translate into profit for your business. In order to acquire those clicks, however, a high ranking on search engines is necessary. Why? Well, let’s look at some statistics.

  • 70% of clicks on search engine results pages are on organic results
  • The first organic result on Google typically receives about 20% of the total clicks
  • 75% of search engine users never view the second page of search results

These statistics represent a majority of the clicks going to the highest ranked search results. A lot of clicks equate to a lot of profit. A lot of profit comes from a high ranking website on search engine results, and SEO is how you get there.


If you or someone you know is interested in starting an SEO campaign, contact us today at DBC Digital for your Denver Internet Marketing needs.


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