What SEO can (and can’t) do for you (and your business)

Optimization is beneficial for all kinds of sites, from e-commerce to personal interest blogs to niche sites. A well-thought-out and expertly executed strategy will also help build your brand, both on and off the Web. It’s a lot of work to understand SEO’s core concepts, as well as identify your goals and formulate a strategy that will move you forward, but it’s worth it. Your SEO goals will likely involve considering the needs of your target market or audience, finding out how to write for those individuals, and understanding your competition. All of these factors will provide insight into how to best optimize your pages.



To set goal and initiate a strategy, you must first consider what a well-executed SEO has offer you. Some major benefits include increased site traffic that leads to strong positioning in search results, and greater potential for marketing opportunities and brand development. What SEO can’t do is skyrocket your site to instant search engine success with only a few keywords and backlinks.


For small business owners, a solid SEO strategy offers a great opportunity to build a customer base by marketing your products or services to a wide audience. It serves as its own type of advertising, having the potential to reach millions of consumers worldwide, while a local television commercial might only be seen by a few thousand people in your immediate area.

Businesses can leverage this traffic for customer acquisition, branding, and direct sales, which can directly increase revenue. SEO marketing also has a cumulative effect on how many people are drawn to your site. If your content is solid, users will see you as a trustworthy or authoritative source, and will return to your website and share it with others. The more people that ship with you, for example, the higher your site will rise in rankings, and the more customers you will attract.

Smart SEO that contributes to increased site traffic also enables entrepreneurs to conduct research on the wants and needs of their customers, including:

  • What products from your site do people share most often on social media?
  • What are they linking to from your site in their own media?
  • Is one type of product receiving more attention that other?
  • If you also offer your products in brick and mortar storefronts, are there any differences between what your online customers purchase and what your customers buy in your physical store?

The answers to these questions can help direct which products or service you focus on, and can serve as valuable market research that will help your business become more profitable.



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