What is Search Engine Optimization

What is SEO Marketing and why Do We Need it?

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt CEO & Founder

January 6, 2022 | 5 Min Read

Article updated on August 26, 2022

In this article, we clarify why SEO is the most important inbound marketing strategy available. We’ll outline what SEO is, its primary purpose, its primary objectives, what a monthly SEO program looks like, and, most importantly, the potential value of it.

SEO definition in marketing

SEO or Search Engine Optimization is the process of optimizing a web page, website, or digital property to improve its organic rankings on Search Engine Results Pages (SERPs). In the early days of SEO, this largely meant optimizing the content, technical performance, and site structure of a web page. However, today, off-site elements, such as backlinks from authoritative websites and customer reviews on third-party platforms, play a big role in organic performance.

At Pedestal Search, we categorize SEO variables into three buckets:

  1. On-Page: Any variable affecting a website’s organic performance hosted on the website itself. For example, content and metadata.

  2. Off-Page: Any variable affecting a website’s organic performance hosted externally on the website. For example, backlinks and user reviews.

  3. Technical: Any variable that affects the ability of search engines to crawl and/or index a website. Also, technical SEO usually encompasses user behavior metrics (now called Core Web Vitals), such as page speed.

What Is the Purpose of SEO Marketing?

The purpose of SEO is to increase the quantity and quality of inbound traffic to your website. It’s beneficial to both the consumer and business because it connects searchers with content that’s most relevant to them. This means consumers get the information they’re looking for. Meanwhile, companies get direct exposure to their desired target audience because they’re providing useful information that helps the searcher make an informed decision during their consumer engagement cycle.

What Is SEO strategy?

A search engine optimization marketing strategy aims to improve the search engine rankings of a website to gain more organic traffic. A solid search engine optimization plan should incorporate several sections, such as content strategy, technical SEO, on-page SEO, and off-page SEO.

Why do we need SEO?

SEO is arguably the most effective inbound marketing strategy available in 2022. To whet your SEO whistle, we performed an organic search to find a few tantalizingSEO statistics in 2022.

  • 70% of digital marketing professionals believe SEO is more effective than PPC at generating sales.

  • 68% of online experiences begin on a search engine.

  • 63% of all shopping experiences begin online, even if the transaction occurs offline.

  • 61% of B2B marketers stated organic traffic resulted in more leads than any other initiative.

  • Inbound organic leads have an average 14.6% close rate vs outbound leads which average 1.7%.

What are a proper SEO program’s goals and objectives?

A proper SEO strategy yields tangible, measurable Key Performance Indicators (KPIs). Clearly defined objectives pave the way for KPI results that are quantifiable and qualifiable — so the benefits of specific SEO practices can be seen and adjusted appropriately.

Some of the main goals and objectives of a SEO program are:

1. Increasing organic impressions.

2. Increasing organic traffic.

3. Improving the website’s organic engagement.

4. Increasing organic conversion rate and sales.

What does a monthly SEO program look like?

A good SEO program is often complex and multifaceted. It will contain program modules aimed at improving on-site, off-site, and technical SEO elements.

A good SEO program might look something like this:

  • Initial strategy proposal

  • Monthly reporting

  • Ongoing keyword research

  • SEO-driven content production (landing pages and blog content)

  • On-page optimizations (optimizing existing content for search engines)

  • Conversion rate optimization

  • Backlink building

  • Customer review management

  • Technical SEO assistance

Does my website need professional SEO?

All websites stand to benefit from professional SEO services.

SEO is a complex, multifaceted digital marketing strategy. It requires cross-department buy-in and a long-term vision. Without specialized knowledge of the numerous components to SEO, it is often one of the most difficult strategies to execute well.

Specifically, SEO agencies can help you:

  • develop a fully-realized, multifaceted strategy that converts;

  • write SEO-driven content that targets each level of the organic growth cycle;

  • execute SEO-driven PR tactics to build off-site authority;

  • optimize web pages for both organic visibility and conversion rate; and,

  • defensively prepare websites for algorithm updates and unexpected shifts in the digital marketing sphere.

There are many approaches a website can take to improve its discoverability online. However, a proper search engine optimization plan digital SEO strategy will produce the best results.

To learn how you can increase traffic to your site and improve the overall health and performance of your website’s rank contact us.

SEO purpose and benefits FAQ

What is the purpose of search engine optimization?

The main purpose of SEO is to ensure that a website is accessible to a search engine and improve the chances that the site will be found by the search engine. SEO is also used to target specific keywords so that they can be found more easily by internet users.

Why website owners should use search engine optimization?

The main objective of SEO is to improve the visibility of a website in search engine results pages (SERPs). This can be done by improving the ranking of the website for certain keywords or phrases, or by increasing the number of visitors to the website. Some of the benefits of SEO include increased traffic, improved brand awareness, and better ROI. SEO can also help to improve conversions, building trust and credibility, and generating leads. All of these factors can contribute to a website’s success.

What does SEO do for your website?

SEO, or search engine optimization, is the process of improving the ranking of a website on search engines. The higher a website ranks, the more likely people are to find it. SEO does this by improving the content on a website, making sure that it is keyword-rich and relevant to what people are searching for. Additionally, SEO can help improve the website’s architecture and make it easier for search engines to crawl and index.

If you enjoyed reading this article, we suggest you read these two articles to learn more about SEO:
what is a website audit

What Is a Website Audit & Why it Is Necessary?

Read More…

  what is a voice search

What is Voice Search Marketing?

Read More…



SEO, SEO Basics

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt

CEO & Founder

Aaron Levenstadt completed his degree in Statistical & Data Science at Stanford University. That focus has given him an unparalleled data-driven approach to search engine digital marketing. Prior to founding Pedestal Search, Aaron worked at Google at the company’s headquarters in Mountain View California. At Google he worked on the Organic Search, Paid Search and Google Analytics products, which equipped him with extensive knowledge of the mechanisms driving Google’s algorithm and other internet search engines.