SEO is a marketing strategy that is focused on the visibility on non-paid search engine results. In general, the earlier (higher ranked) and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users and these visitors can then be converted into customers.
A study showed that more than 90% of the people who use Google, only look at the first page of their search results before they adjust their search again. In the first page, people are highly likely to click on the first 3 results. This is why optimizing your website for search engines or doing SEO is so important. When people enter what they want to search for and find your website on the top 3 results of the first page, they would most probably click on it. If they find exactly what they’re looking for on your website they will be ones most likely to convert into your customers. But if your website isn’t in the top 3 results or is not even in the first page then its almost like your website doesn’t even exist.
A site’s position on a search page is determined by what is known as a page rank. The page rank is calculated based on different types of keywords on the site. In the beginning, search engines used to track websites based only on the keyword entered into the search bar. So, if a person was to type in the keywords “flower store”, the search engine would display sites that only contained those two keywords. The more number of times the keyword occurs in your website, the higher your site will rank in the search page. But in 1996, two PhD students, realized that the websites that display the searched keywords most often doesn’t necessarily mean they were more relevant. What mattered more was whether those sites were cited more often by other sites. The amount of sites that refer to your website are called backlinks. They applied this citation concept to web searching and that’s how Google was born. All search engines today use this technique. They still look at your site’s keywords but they also consider the amount of backlinks you have. To put it in simple terms, keywords allow Google to SEE your website and backlinks allow Google to TRUST your website.