What is SEO and Why is it Important?

Google's search engine and the effects of SEO
Last edited 21 March, 2024
2 min read.

SEO is an important aspect of building a business online. To use it it’s important to understand:

With a never-ending list of organisations competing for consumer attention online, search engine optimisation (SEO) has become an indispensable tool for businesses aiming to gain a competitive edge in online visibility.

Our digital marketing agency based in Birmingham is home to a team of seasoned SEO experts who understand why prioritising SEO is crucial for small and medium enterprises (SMEs) within their digital marketing strategy.

Keep reading to uncover the key reasons why SEO is so important for a business looking to make an impact online.

What is SEO?

Search engine optimisation (SEO) refers to the process of continually enhancing your website. SEO should focus on a website’s technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant, and popular towards user search queries, and consequently, search engines such as Google and Bing, rank them better in search engine results pages (SERPs).

Through implementing SEO techniques, websites can also improve their visibility, credibility, and brand awareness all while establishing trust among users, as higher rankings often signify authoritative and relevant content, cementing your business as an industry leader.

What are the different types of SEO techniques?

These techniques include:

On-page SEO – this looks at aspects from optimising URLs, title tags and internal links.

Off-page SEO – this looks at the elements of your SEO that take place away from your website such as building backlinks on other websites, such as through guest blogging.

Targeting specific keywords – this involves conducting research to find key words and phrases that people type into search engines such as Google and then tailoring your content to naturally include those terms.

Technical SEO – This involves optimizing the technical aspects of a website, such as site structure, page speed, indexing, and crawlability, to improve its visibility and performance in search engine rankings.

Local SEO – This SEO technique focuses on optimising a business’s online presence to increase visibility and attract customers within a specific geographic area by targeting location-based keywords, optimising Google My Business profile, and obtaining local citations.

What Considerations Need to be Made in SEO?

SEO entails much more than just incorporating keywords into content. It involves factors such as comprehensive research, competitor analysis, on-page optimisation, technical improvements, quality link building, and user experience enhancement to effectively boost search engine rankings and drive organic traffic.

It is a complex process that needs a thorough understanding if it is to be done well.

A well-planned and well-executed SEO strategy will cover all these bases and ensure that your website stands out from the competition, attracting valuable organic traffic that can be nurtured into conversions.

It’s important to remember that SEO is not a quick fix, it needs time and dedication to stick to the plan! If you do want more instant results; we suggest you consider paid advertising for your quick wins. Discover more about how we can help with paid advertising.

How to Take Your SEO to the Next Level with EDGE Creative

If you are looking to improve the performance of your website, start by taking advantage of our complimentary SEO and web audit which highlights opportunities you should be implementing to increase your website performance.

Our experts have a proven track record of working with businesses from a range of industries to increase their rankings on search engines and overall website performance.

That means you get to reap the benefits of expert recommendations to help your search positioning, user experience and website at no cost. Make sure you claim your free SEO audit today!


Sophie Horrocks

SEO & CRO Specialist

Sophie started off at EDGE as a apprentice, an has developed a skillset she uses everyday as a SEO & CRO Specialist. Sophie loves what some people would say is the 'boring' stuff – the analytics, the charts, the graphs and the reports, but that’s all because she’s passionate about CRO. She ensures our client’s campaigns, whether that’s PPC or social media, are running as effectively as possible.