You probably have heard companies talking about SEO, but don’t fully understand it or its importance. SEO, also known as search engine optimization, is the process of improving website traffic to your website via search engines. Search engines scour the internet looking for the best results for your queries. SEO plays a critical role in the results of those searches. Ultimately, you need consumers to be educated about your product to help increase demand at retail. This is why the ease of finding your brand online through a search on the internet is so important.

Whether your business is in the food and beverage category, beauty, or general merchandise, SEO means the process of improving your site to increase its visibility when people search for products or services related to your business. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business, according to Search Engine Land. 

As you look to improve your SEO there are several things you can do to ensure your company or organization comes up in internet searches. Below are some tips to consider. 

Improve Your PR
How does PR improve organic SEO? According to Search Engine Journal, PR is crucial in improving your SEO. By using PR to get your name out there, it results in more attention on your content. If you secure great media placement through proactive PR than a search of certain topics, could result in your company’s name not only appearing in a search, but also at the top of the search query. The further up on the list you are because of earned media, the more likely people are to click on the story and learn about your brand. In fact, according to Impact, on the first page alone, the first five organic results account for 67.60% of all the clicks.

Hyperlink to your Website 
Whether you are mentioned in a news article or posting new content on your website, hyperlink to various pages within your website for increased SEO traffic. These hyperlinks will attract people to stay on your website longer, click to various pages on your website and overall help your SEO. The algorithm for SEO factors in website traffic, as well as how long people stay on your website when determining search results. If you generate more organic clicks to your website and get people to stay on the website longer, it will improve your SEO. According to Impact, high-quality content and link building are the two most important signals used by Google to rank your website for search.

Create New Content 
Are you frequently updating your website and creating compelling content? To increase website traffic, you need to attract visitors to your website, and the best way to do that is to create new content that keeps bringing visitors to your site. Also, don’t forget to hyperlink to other pages on your site. You want to keep people on your site for as long as possible, so hyperlinking to other relevant pages on your site keeps people reading. Consider creating a blog and posting on it every two weeks to create new content and hyperlink to old content. 

As you consider your marketing strategy remember that SEO plays a critical role.

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Editor's note: This article is sponsored content