Why is SEO Important: Understanding the Importance of Search Engine Optimisation

April 21, 2021

So, you’re wondering why is SEO important? Let’s start at the beginning.

SEO stands for “search engine optimisation.” The point of SEO is to increase both the quality and quantity of website traffic, as well as increase your brand awareness by ranking higher in non-paid (also known as “organic”) search engine results pages (SERPs).

What is SEO?

SEO is a very complicated subject, with lots of nuances and aspects. It’s always evolving as well, so it can be hard to keep up with all the changes in SEO best practices! But there are some basics that you should know about regarding what search engine optimisation involves:

  • Keyword research
  • On-page content optimisation
  • Technical website improvements
  • Link building techniques (backlinks)
  • Use of analytics tools like Google Analytics for measuring results over time until you achieve your goals

A lot of SEO simply comes down to knowing what people are searching for online and giving it to them. Once you know what your audience is searching for you can create high quality content with the answers and deliver it in a search engine friendly way.

Search engines operate using algorithms made up of thousands of different factors which are used to determine the ranking of a website on their SERP.

Why is SEO Important?

Search engines like Google are the most efficient way to find information, so it’s important that your website ranks high in SERPs for keywords that are relevent to your website. Google rewards high quality content with higher rankings – this will also help you rank on other search engine results pages like Bing and Yahoo!

If your goal is growing your website traffic organically over time, then optimising for long-term success will be much more beneficial than a short burst of traffic from an expensive pay-per-click (PPC) campaign. If SEO is done correctly over time, it can be the most beneficial marketing investment you make for your business.

  • Search engines often provide ‘free’ advertising – just by being on the first page of SERPs, your site can generate thousands of visitors every month without spending a penny
  • If you rank higher than all or most of your competitors, then people are much more likely to click through and visit your webpages because they’re easier to find.

Organic search drives new visitors to your website and holds a high conversion rate when compared with other channels such as PPC or email marketing. This means that if you have an SEO strategy in place for potential customers to find your website organically through Google (the most popular search engine), then it will be much easier for them to convert into leads and sales over time – and not just once!

Why is SEO Important: Understanding the Importance of Search Engine Optimisation

The Difference Between White Hat vs Black Hat SEO

Simply put, “White hat SEO” refers to SEO techniques, best practices, and strategies that strictly abide by search engine rule, its primary focus to provide more value to people.

Whereas, “Black hat SEO” refers to techniques and strategies that attempt to spam/trick search engines. While black hat SEO can product results, it puts websites at great risk of being penalised and/or removed from SERP’s (de-index).

Getting your website penalised could even bankrupt your business.

Is hiring an SEO company, consultant, or agency worth it?

This can be a hard question to answer. Depending on your other commitments and willingness to learn, you could experiment with your SEO efforts in-house first and see if it works for you before hiring someone else! However, there are many benefits of using an SEO agency or consultant when doing search engine optimisation (SEO) work on your website.

One benefit is that an agency will have more resources than an individual, allowing them to have their own team that takes care of link building, technical optimisation and content creation daily. Link building is one of the cornerstones of SEO as it create trust signals for Google’s algorithm, which allows your site to rank higher.

If this sounds like something you want help with but don’t know where to start – reach out! We’re always happy to talk about what we can do to help.

When it comes to content creation, you want every blog post you publish on your site to be high quality and contain relevant keywords. Researching your topic and keywords, followed by creating compelling content can be very time consuming. An agency can take care of all of that for you – and do it consistently!

Beyond the content, you want to make sure that your site not only looks good, loads fast but also has responsive functionality and is streamlined for user experience (UX).

Again, we can help! We are web design experts skilled in making websites look great on all devices and making it easy for users to navigate. Our team can take care of link building, technical optimisation and content creation.

3 Benefits of an SEO Agency:

  • Consistent, high quality content with researched, targeted keywords
  • Professional website design that is beautiful and responsive
  • Link building service which will help to boost your site’s chances at ranking even higher by creating trust signals for Google’s algorithm


There are many reasons why you should invest in SEO for your business. SEO should be a part of your marketing plan. It goes beyond just developing new leads and getting customers from organic searches on Google. SEO also helps to increase brand awareness, which drives more quality website visitors who are searching for relevant information.

Ultimately, if done correctly over time, SEO could prove to be the most beneficial investment one makes for their business.

Gatis Viskers

Gatis Viskers is the founder of Ambition Digital. He helps businesses grow performance and ROI through beautiful, modern and user-friendly web design and digital marketing solutions.


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