SEO, or search engine optimization, is one of the most effective ways to drive traffic to your website and increase revenue for your business online. With SEO, you can optimize your site to rank higher in search results for keywords your target audience searches online.

Great SEO strategy brings together code, content, and context to make you discoverable and valuable to your customer.

Search engines put human users in control of how they research, learn, and buy – and there lies the opportunity and the challenge. Make yourself a relevant, informative source for searchers, and potential customers will quickly come to trust you (maybe even love you). Mismanage your SEO and you become an irritant, or worse, invisible.

Rankings matter, but SEO is not just about what ranks where. It’s organic marketing – it’s about how content, user experience, and earned media combine to make your brand discoverable and attractive to your audience.

Users worldwide make 3.5 billion searches each day, which is an astonishing 1.2 trillion searches per year – on Google alone. In this sea of search, how your brand stands out (and for what reasons) is largely determined by your SEO strategy – and how well it’s executed.

And in a fast-paced world where irrelevance and interruption are tolerated less and less, showing up in search results is one of your best opportunities to reach customers the moment they’re open to hearing from you.

What surfaces about your brand in search is often the first impression people get – and we all know how much first impressions count. If you’re impressive, and easy to find, it could mean a new customer. Otherwise, it may be a missed opportunity.