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Search Engine Optimization (SEO)

SEO is a must-have marketing tactic for anyone who wants their website to be found on search engines like Google.

What is SEO?

SEO stands for Search Engine Optimization. Simply put, it’s the process of improving your website to increase its visibility in relevant searches. The better your visibility in search results, the more likely you are to attract attention and bring existing and potential customers to your business.

Search engines like Google and Bing use bots to crawl pages across the web, moving from site to site, collecting information, and storing it in an index. Then, algorithms analyze that index to decide which pages should appear first for a specific search query.

Search algorithms are designed to display relevant and authoritative pages that best satisfy the searcher’s intent. Optimizing your website and content with these factors in mind helps your pages rank higher in search results.

Unlike paid ads, you can’t pay search engines to improve your organic rankings.

Although SEO requires time and effort, it tends to pay off exponentially over time. Here are some of the key benefits:

1. It’s the biggest source of website traffic

2. It improves the user experience (UX) on your website

3. It doesn’t rely on paid advertising

4. It increases brand awareness

5. It builds trust and credibility

6. It provides great insights

1) SEO is the biggest source of website traffic

SEO is one of the strongest inbound marketing tactics. When people search for something related to your business or category, they already know what they want and are actively looking for answers — they are potential leads. SEO helps you reach those users and bring high-quality traffic to your website in a non-intrusive way (unlike TV ads or telemarketing).

Google is the most used search engine in the world and processes an enormous number of searches daily. And the higher you rank organically, the more clicks you capture. The top organic results receive the majority of traffic, which means SEO is one of the most effective ways to reach people who are already looking for what you offer. Many studies indicate that SEO represents a significant share of total website traffic.

2) SEO improves the user experience (UX) on your website

Everyone wants top rankings and maximum visibility, but few realize that a strong user experience (UX) is fundamental to achieving — and maintaining — those positions.

Google has learned how to interpret user experience as positive or negative. If visitors can’t find what they need, or if a website is confusing or slow, performance suffers.

A clear example is how Google increasingly provides answers directly on the results page, trying to help users find information with fewer clicks.

Google also monitors user behavior signals like time on page, bounce rate, and engagement to evaluate whether users had a good experience. Even if you temporarily rank high, if users aren’t satisfied once they land on your site, your rankings tend to drop over time.

3) SEO does not rely on paid advertising

One of SEO’s biggest advantages is cost efficiency. There are two main forms of digital marketing: paid (SEA) and organic (SEO). In many cases, the best approach is a combination — but for businesses with budget constraints, SEO can be especially valuable.

While paid ads may drive immediate results, SEO generally requires an upfront investment in strategy and content (human resources), and can generate long-term returns over time.

4) SEO increases brand awareness

SEO helps your products or services get discovered through organic search (Google, Bing, Yahoo, etc.). When your website consistently appears at the top of relevant searches, more people see your brand.

The more your business appears in high-intent search results, the more attention you attract — and the stronger your brand recall becomes. SEO helps build an ongoing online presence, giving your brand a clearer voice and helping you connect with your target audience.

5) SEO builds trust and credibility

Ranking in the top positions (first, second, or third) can create the perception that your brand is among the most relevant or established in the market — that it’s trusted, popular, and searched for by many users.

Consistent visibility in top results builds credibility over time, especially when your content delivers real value.

6) SEO provides great insights

SEO is also a powerful source of insights. It helps you understand when users are most active (by season, month, or day), where traffic comes from, and which language people use when searching.

Keyword research tools help identify opportunities, while analytics platforms (like Google Analytics) reveal user behavior and interests. These insights improve your SEO strategy and help you adapt when trends shift.

Conclusion

There are many ways to grow brand awareness and build brand equity online. SEO is one of the strategies that helps businesses succeed and compete in increasingly crowded digital markets.

SEO is the ability of a website to generate both qualitative and quantitative traffic through organic search results. And it’s continuous work: Google is constantly updating its algorithm, which means ranking factors evolve over time.

Link37 specializes in SEO and stays up to date with the latest changes in the digital world to help companies grow. SEO is essential for any business, but it’s also time-consuming and requires ongoing effort.

Don’t have the time and need to focus on other areas of your business? We can help.