This kind of search engine optimization is so important because your potential customers have to be able to find you online. You may be the best person out there at what you do, with a beautiful website from a custom website designer, but if no one can find your website it doesn't do you any good.
Search engine marketing isn't something that you can just do once when your site goes live and forget about for the life of your business. It's a process of continuous improvement and change that should be part of your thought process each time you write an article or develop a piece of content for your site.
People who search the internet for information do so by typing keywords into a search engine. In order for people to see, and ultimately visit, your site, they need to see it when they search for whatever it is they're looking for that they could find on your site.
As you probably know from searching for information on the internet yourself, people are unlikely to dig beyond the first page or two of search results to find a page they want to visit. If your site isn't among those listed on the first couple of pages, you just missed an opportunity for a sale.
The way to get on those top pages is to develop a search engine marketing strategy and consistently work to implement it. This means you know what keywords you're targeting and how popular those words are with people searching online. You know how and where to use those terms (in headlines, metadata, the first sentence of articles, and occasionally throughout the article) for maximum effectiveness.
Most importantly, you know how to write for people as well as search engines. People may visit your site once if it ranks high in the search engines, but they won't come back if they find it difficult to navigate or simply too overloaded with keywords and obvious attempts to woo the search engines (most of which don't really work anymore anyway) rather than a clear focus on educating potential customers and giving them what they need.
We're all in the internet marketing business with the hope of making money, but before you can get someone to buy your product or service, you have to wow them with your knowledge and expertise. The way to do that is to provide lots of information your customers are looking for and to present it in a way that both they and the search engine spiders will appreciate.
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