Why is SEO Important? Explained!

Search engine optimization is an important component of a company’s marketing strategy in order to be seen where the target audience is most actively searching for goods, services, or anything else you can think of – search engines.

That being said, a strong search engine presence is important to stand out from the tough competition and be found by customers. But success in search engines is not something that just happens by chance. To rank high and get results from search engines requires a clear strategy and consistent work with search engine optimization, SEO.

Whether it’s to find products, services or just answers to their questions, people are increasingly turning to search engines like Google, Bing and Yahoo. And did you know that 46% of customer journeys begin with an internet search via Google or another search engine? Having said that, search engine optimization is something that should not be overlooked by any business.

Furthermore, this is a trend that continues with a steady increase in the use of search engines to navigate the internet. From searches related to daily needs to complex questions, search engines serve as the first step of research for an overwhelming majority of Internet users.

What is Search Engine Optimization (SEO)?

Search engine optimization, abbreviated SEO from the English “Search Engine Optimization”, plays a central role in a successful online presence. The goal of SEO is to optimize and improve a website and the parameters used by search engines to rank websites in the search results – so that you appear in the search results and thus get more visitors and potential customers.

The foundation of successful SEO lies in understanding how search engines decide how to rank different websites in the search results and what parameters they use to decide that. In fact, search engines such as Google use hundreds of different  parameters in their algorithm to determine what position a website should rank for a given keyword. The goal of SEO is therefore to optimize your page so that the algorithm likes your website more and thus ranks it higher in the search results so that you can get more visitors. Although the algorithms use several hundred different parameters, it is important to know that not all parameters have the same weight. In addition, search engines constantly adjust their algorithms to make search results even better and more relevant to improve the user experience.

In light of this and the fact that your competitors are working hard to rank higher than you, SEO is not something you do once and then forget about. On the contrary, the key to successful SEO is a rigid work that adapts to the changes and is constantly evaluated according to the results.

Basically, the central goal of SEO is to increase website visibility, drive organic traffic and improve user experience. By optimizing various aspects of a website, such as content, structure, link strategy and speed, the goal is to create a website that not only appeals to the search engines, but also meets the needs and expectations of your visitors.

SEO can be divided into two categories: on-page and off-page. On-page SEO focuses on optimizing the content and HTML elements of the website, while off-page SEO is about building strong website authority by generating external links and positive PR from other websites.

The Importance of Online Visibility

Based on what we discussed above, it is quite obvious why it is important to have a strong establishment online, whether you are a company, someone who wants to build a personal brand, or something else.

If you are not visible on the internet, you do not exist and in this SEO really plays a central role. It is not enough to just set up a website and then wait for visitors. Instead, you need to have a clear strategy and take active steps to be visible and easily accessible to those looking for information, products or services online. This visibility is directly linked to how well a website is optimized for search engines, and thus how high it ranks in search results.

Search habits and decision points

Today, search engines are the primary source for users when it comes to searching for information, whether it’s about products, services, or just answers to common questions.

When potential customers have a need or question, they turn to search engines for answers. With this in mind, it is incredibly important to be the top search result so that you are found and also establish yourself as an authority and a leader in your industry.

In fact, high rankings in search results have a big impact on a company’s reputation and authority. A company that consistently appears at the top of search results for a variety of search terms is often perceived as established, credible, and an authority in its industry.

People generally have a tendency to trust more the first results presented by the search engines. By actively working with SEO and thereby improving visibility, you can therefore ensure that your website is perceived as authoritative and relevant in its field.

Increased Traffic and Exposure

The most obvious benefit of SEO is increased traffic. Traffic is potential customers, which means that a successful SEO strategy can get a large number of potential customers to find your website – and hopefully convert – whether you want them to buy something from your e-commerce, ask for a quote, or do something else. Regardless of what your goal is, the first step is always to reach out to your target audience, something that SEO helps you do.

Global Availability

Another important aspect of SEO is its global nature. In the past, you may have advertised in the local newspaper, which means that you only reached out to people in your immediate vicinity. With SEO, you have the opportunity to reach out to all corners of the earth and thus make the whole world your potential market. This has meant, for example, that small shops in some remote location now have completely different opportunities to scale up now that the possibilities are endless and the market is huge, unlike the limitation of the local proximity of, for example, a physical store. That being said, this does not mean that businesses that are local cannot benefit from SEO – even for those businesses with a local presence, people are searching for the very products that the business offers which means more potential customers.

The global reach of SEO is especially great for businesses looking to expand into new markets and reach a whole new group of people. The possibilities are actually endless.

Advantages of Search Engine Optimization

As you can see when we scratched the surface, search engine optimization offers a variety of benefits. The main one is of course the ability to reach out to a large target group in an efficient way, but there are also a number of others that we will look at in more detail below.

Improved User Experience: On-page SEO involves focusing on aspects of your website. One of the most central factors in ranking well in search engines is user experience. If the user experience on your website is bad, you will be penalized by lower search engine rankings. On the contrary, a good user experience is a prerequisite for success in search engines, which naturally leads to more traffic. By focusing on on-page SEO aspects, such as page load times, mobile-friendliness, and the quality of content, SEO efforts help create a website that not only appeals to search engines, but also improves the user experience of all who visit it. A user-friendly website leads to increased satisfaction among visitors and can lead to more customers.

Increased Traffic: The most obvious benefit of SEO is increased traffic. Ranking higher in search engines means more people will find your site. This increased traffic not only means more visitors but also potential customers and stakeholders.

Building Trust and Credibility: High rankings in search results are often associated with authority and credibility. Users trust websites that rank highly which in turn builds trust in your brand and business.

Better Conversions: A well-optimized website with relevant and attractive content increases the chances of conversions. When users find what they’re looking for in a smooth and easy way, they’re more likely to convert and do what you want them to do – whether that’s making a purchase, filling out a contact form, or subscribing to a newsletter.

Sustainable Competitive Advantage: Competition is fierce to rank well in search results. At the same time, companies that actively invest in SEO have a huge advantage over their competitors. By continuously adapting to search engine algorithms and optimizing your website for the latest trends in search engine optimization, you can ensure that you maintain or improve your visibility compared to your competitors.

Measurable Results: One of the significant benefits of SEO is its measurability. By using tools such as Google Analytics, you can monitor and analyze results from your SEO work in a very clear way. This provides insights that can be used to fine-tune strategy and maximize return on investment.

Targeting and Relevance: SEO is a marketing tactic that is very specific and thus relevant to your business. If you are a company that sells running shoes and someone searches for “running shoes”, it goes without saying that this traffic is highly relevant to your business. In addition, you have good opportunities to adjust the relevance when it comes to strategies that allow you to target specific audiences. By using keywords and customizing your content, you can create content that is relevant to your target group’s needs and search habits. The bottom line is that relevant and high-quality information can dramatically increase your chances of attracting and converting your target audience.

Cost-Effective Marketing: SEO takes a lot of work – and consistently. But compared to many other marketing methods, SEO is a very cost-effective form of marketing. Paid marketing such as Google Ads requires you to pay to be seen. The second you stop paying, you stop being seen. With SEO it is different and the cost is instead in the work of creating high-quality content and optimizing your website according to SEO principles. But the results that come from this can keep coming for years to come – even if you should work on SEO continuously. This gives you a longer-term return on investment compared to paid advertising.

Search Engine Algorithms

As discussed earlier, search engine algorithms form the basis of a successful SEO strategy. Before you get started, it’s important that you understand how the algorithms work and what they look at so that you can customize your page in a way that the algorithms like. It is, after all, the search engines’ algorithms that form the secret code that governs how search results are presented to users. At the same time, it is important to stay up-to-date as algorithms are constantly updated and adjusted.

Relevance and Quality: The main goal of search engines is to present search results that are relevant, high quality, and offer a good user experience. The goal is for the search results to answer the question the searcher has, solve the problem the person has, or satisfy what the person is looking for. The algorithms rate websites based on factors such as content relevance to the search query, page authority and user-friendliness.

Keywords and Search Techniques: Historically, keywords (the terms that users search for) were the primary factor in search engine optimization. However, this led to some trying to manipulate the search results by including as many keywords on a page etc. as possible (known as keyword stuffing), which caused the search engines to adjust their algorithms to focus more on quality. While keywords are still important, the algorithms have evolved to understand the context and intent behind search queries. Modern SEO means creating content that not only contains keywords but also responds to the actual needs of users. The inclusion of keywords should be done strategically but also in a natural way.

Technical Aspects: Search engines also review technical aspects of websites to assess their performance – something that is directly linked to the user experience. This includes page load times, mobile site speed, ease of use and security. A technically optimized website often ranks higher because it provides a better user experience.

Link Strategy and Authority: The search engines take into account the external and internal link structure of a website. Inbound links (known as backlinks or backlinks) from authoritative websites are seen as a signal of the website’s credibility and authority in its field. Internal links help define page hierarchy and importance. Today, backlinks are one of the most important ranking factors for a website.

Search Engine Objectives: Although search engines are generally quite similar to each other, they are not identical and therefore can differ in several different areas. Each search engine has its own specific goals and focal points and Google for example emphasizes user experience, quality and relevance, while other search engines may have more focus on other factors. To succeed in SEO, it is necessary to understand the specific algorithm of the chosen search engine. Since Google is by far the biggest, it is usually the one to focus on when discussing SEO, but it can also be good to know other search engines and their algorithms.

Evolution and Change: Search engine algorithms are constantly changing to stay relevant and counter attempts to manipulate the system. This constant change requires you to adapt your strategies to keep up with the latest changes and trends. What worked well last year may not work next year, which is why you will need to adjust and revise your SEO strategy continuously.

The evolution of SEO

As we have discussed, SEO is constantly evolving and in order to succeed with SEO in the long term, it is important to stay up to date with the latest changes. If you don’t revise and adjust your SEO strategy based on these changes, you will be outrun by competitors who do. Let’s therefore look a little closer at the evolution of SEO backwards to better understand possible changes in the future – and to understand the prevailing conditions:

From Keyword Focus to Contextual Relevance: In the early days of SEO, there was an overemphasis on keywords. However, search engines have become more sophisticated and now focus on understanding user intent and contextual relevance. That said, the content must now answer the user’s questions in a meaningful way rather than overusing specific keywords. Stuffing your website with keywords in an unnatural way will do more harm than good.

Mobile Changes and Responsive Design: The increasing use of mobile devices has fundamentally changed SEO. Today, a majority of searches on search engines are made from the mobile phone. For this reason, search engines place great importance on websites having a responsive design that provides an optimal experience regardless of device. These changes have also meant a greater emphasis on fast page load times and ease of use on mobile devices.

Local SEO and Emphasis on Proximity: Local SEO has become increasingly important with the increased use of location-based searches. Search engines now strive to deliver results that are relevant to the user’s geographic location. This has given rise to the emphasis on local optimization and proximity factors. That said, optimizing for local SEO is something you should include in your strategy. Parts of your content can focus on specific areas, for example “Carpenters Lapland” so that you are more specific and appeal to searchers in a certain area.

Technical Optimization and Security: Search engines have become more attentive to technical aspects of websites, including HTTPS security and page speed. Technical optimization is now an important component of ranking high in search results.

Content Quality and Semantic Search: Content quality and relevance have become more important than ever to succeed with SEO. Search engines now use what is known as semantic search to understand the context behind users’ search queries and deliver results that match their intent.

Importance of Social Signals and User Interaction: Social signals include shares and likes on social media platforms. These social signals are used by search engines to understand popularity and act as a form of sign of popularity. A website that has many social signals is perceived as popular by search engines and can therefore be rewarded with a higher ranking as the search engines assume that people like what the page has to offer. User interaction, such as comments and reviews, also affects how a site is ranked.

The E-A-T Principle: Google attaches great importance to its principle “EAT”. This stands for Expertise, Authoritativeness, and Trustworthiness and aims to reward pages that demonstrate expertise, authority, and trustworthiness in their content with higher rankings. A website that establishes itself as a credible source and a leader in its industry will thus rank better in search engines.

Search Intent and Personalized Search Experience: Search engines have become more adept at understanding user intent and search intent. Personalized search experience is when results are customized based on past behavior and preferences and this has become an increasingly important factor.

Common Mistakes to Avoid

Although the concept of SEO is relatively simple, the details behind a successful SEO strategy can be quite tricky. That said, there are quite a few common mistakes to be aware of and avoid. It is important to be aware of these mistakes as they can have a negative impact on your website’s visibility and search engine rankings.

Ignore Technical Optimization

First up is the mistake of ignoring technical optimization. In practice, this is to overlook technical aspects such as page load times, mobile compatibility and security. Search engines prioritize websites that offer a smooth and fast user experience and not working on these areas in your SEO work will negatively affect your results.

Overuse of Keywords

Excessive use of keywords, known as “keyword stuffing”, can damage the website’s credibility and negatively affect the user experience. The content should be natural and relevant rather than overly optimized.

Ignore Local SEO

Local SEO is vital for businesses with a local presence. Since you want to reach a target group within a specific geographic area, you naturally want to adapt your SEO strategy accordingly. Setting up accurate information in Google My Business with things like hours of operation and managing reviews are important parts of attracting a local audience.

Focus only on Amount of Links

Although links are one of the most important factors in SEO today, they are far from the only factor that affects your SEO success. Your work with link building should also be supplemented with a focus on high-quality content and on-page optimization. Only then can you get maximum effect from the links.

Neglect Mobile Optimization

As we have already mentioned, an overwhelming majority of searches on search engines take place from the mobile phone. Having said that, it is incredibly important to optimize your website for mobile devices so that it offers a good user experience.

Bad content

Search engines reward high quality content. In fact, this lays the foundation for a successful SEO effort. As search engines aim for high-quality content that answers the question the person searched for, high-quality content is vital. No amount of optimization or link building will be able to compensate for low-quality content that provides no value to users. That being said, successful SEO starts with content.

Avoiding Social Media

Ignoring social media platforms and their impact on SEO is a mistake. Social signals like shares and likes can affect your site’s authority.

Unclear Search Engine Target Group

When you start with SEO, you should have a good understanding of your target group and their search behavior. Here, keyword analysis is a good start to understanding what your target audience is searching for. Your SEO strategy should, of course, be  focused on catering to the user’s intentions and search habits.

Overlooking Analytics and Reporting

In order to continuously adjust and improve your SEO strategy, it is of course important to know what works well and what doesn’t. To be able to do that, you need to analyze the results of your SEO work regularly. That being said, a common mistake is to overlook this. Analytics tools such as Google Analytics provide valuable insights that can be used to improve strategy.

Fast Results Focus

Expecting quick results is a common mistake in SEO. SEO can bring great results but unlike paid advertising, it’s not something that happens overnight. It can take many months before you start seeing any significant results from your SEO work so have realistic expectations and don’t lose patience.

The Future of Search Engine Optimization

Last but not least, to continue to succeed with SEO in the future, it is important to stay up to date with future trends and be ready to adapt accordingly.

Anticipating and preparing for the future is critical to maintaining competitiveness and maximizing the opportunities that the future digital landscape can offer.

Here are the most important changes that will happen in SEO in the future:

Search Engine Voice Control: Voice control has become increasingly common in recent years – especially given the advent of voice-controlled devices such as Alexa and Google Nest. That being said, voice search is becoming more and more common. Due to this increasing use of voice-activated devices, adapting to voice-based search is becoming increasingly important. Your SEO strategies must therefore include optimization for natural language and long-form questions that users can ask through voice commands.

Increased Importance of Semantic Search: Semantic search understands the user’s intent and context and does not take a query posed in the search engine straight up. This technology has meant that search engines are now smarter and can really understand what the user searching is really looking for. Search engines are likely to become even more sophisticated in interpreting the meaning behind users’ queries and delivering relevant results.

AI and Machine Learning: AI and Machine Learning have revolutionized the entire digital landscape. Despite this, these technologies are still in their infancy. With this in mind, it is safe to say that these will play a significantly more important role in the future. Google and other search engines have already developed various AI tools and functions that are being integrated into the search engines and this will only continue to be built on in the coming years. Search engine algorithms will become even more complex and capable of predicting user behavior, which will affect how content should be created and customized.

Development of Snippets: So-called “snippets” are the search results in position one that have a snippet of text below them. These appear at the top of the search results and will continue to be of great importance. Since these search results with their text snippets take up more space on the page, they are really valuable in getting more people to find your site. That being said, it’s important to continue to optimize for snippets to gain increased visibility.

User Experience: User experience is arguably one of the most important things that search engines focus on. That being said, user experience will continue to play a huge role in SEO. Optimization for mobile devices, page speed, and ease of use will be critical to ranking well in search engines.

The importance of quality content: We have discussed a lot about the importance of high-quality content and this is something that will be even more important in the future. Given how easy it is to produce large amounts of content using ChatGPT and other tools, search engines will place more emphasis on rewarding those who publish high-quality, well-substantiated content that is based on careful research. Content must be informative, authentic, and responsive to user needs to rank highly.

Personalization and Custom Search: Search engines will continue to customize results based on users’ past behaviors and preferences. Personalized search will increase which means SEO strategies must consider individual user experiences.

Video and Visual Content: Visual content, especially video, is expected to increase in importance within the next few years. Search results are likely to include more visual material, which means your SEO strategy should put more emphasis on visual content and not just text