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The more you know, the more you can achieve. Our experienced team of trainers and professionals shares their specialized knowledge in digital marketing with individuals, teams and companies around the world. Helping you discover more, do more and go further. This is growing knowledge. This is growing together.
Surpass in rank, flank and outsmart your competitors. Our SEO team connects strategy, execution, technology and key innovation partnerships to deliver transformative organic search results.
SEO stands for “search engine optimization”. In simple terms, SEO means the process of improving your website to increase its visibility on Google, Microsoft Bing, and other search engines every time people search for:
The better visibility your pages have in search results, the more likely they are to find you and click on you. Ultimately, the goal of search engine optimization is to help attract visitors to the website that will become customers or an audience that will keep returning.
SEO is a fundamental marketing channel. First, organic search generates 53% of all website traffic.
That's one of the main reasons why the global SEO industry is forecast to reach a staggering $122.11 billion by 2028. SEO generates real business results for brands, businesses, and organizations of all sizes.
Whenever people want to go somewhere, do something, find information, research, or buy a product or service, their journey usually starts with a search.
But today, the search is fragmented. Users can search on traditional web search engines (for example, Google, Microsoft Bing), social platforms (for example, YouTube, TikTok), or retailer websites (for example, Amazon).
In fact, 61% of online shoppers in the U.S. The U.S. begins their product search on Amazon, compared to 49% who start their search on a search engine such as Google. It is also worth noting from that same research:
Trillions of searches are performed every year. Search is often the main source of traffic for websites, making it essential to be “search engine compatible” on any platform where people can search for your brand or business.
What all of this means is that improving your visibility and ranking higher in search results than your competition can have a positive impact on your results.
SEO is also important because search engine results pages (or SERPs) are super competitive and packed with search features (and PPC ads). SERP features include:
Another reason why SEO is essential for brands and businesses: unlike other marketing channels, good SEO work is sustainable. When a paid campaign ends, so does the traffic. Traffic from social networks is, at best, unreliable and is a fraction of what it was before.
SEO is the foundation of holistic marketing, where everything your company does matters. Once you understand what your users want, you can implement that knowledge in your:
SEO is a channel that generates the traffic you need to achieve key business objectives (for example, conversions, visits, sales). It also builds trust: A website that has a good ranking is generally considered authorized or trustworthy.
There are three types of SEO:
Optimizing the technical elements of a website is necessary for successful SEO.
It all starts with architecture: creating a website that search engines can crawl and index. It wants to make it easier for search engines to discover and access all the content on its pages (that is, text, images, videos). What technical elements matter here: URL structure, navigation, internal links, and more.
Experience is also a critical element of technical optimization. Search engines emphasize the importance of pages loading quickly and providing a good user experience. Elements such as Core Web Vitals, ease of use and compatibility with mobile devices, HTTPS, and avoiding intrusive interstitials are important in technical SEO.
Another area of technical optimization is structured data (also known as schemas). Adding this code to your website can help search engines better understand your content and improve its appearance in search results.
In addition, web hosting services, the CMS (content management system) and site security play a role in SEO.
In SEO, your content must be optimized for two main audiences: people and search engines. What this means is that you optimize the content your audience will see (what's actually on the page), as well as what search engines will see (the code).
The goal, always, is to publish useful, high-quality content. You can do this by combining an understanding of the wants and needs of your audience, the data, and the guidance provided by search engines.
Search engine optimization also has some subgenres. Each of these specialty areas is different from “normal SEO” in its own way, as it generally requires additional tactics and presents different challenges.
Five of these SEO specialties include:
SEO works through 4 elements.
In the digital age, if you want your brand to stand out, you must adapt to the changes that constantly occur in these systems. In a competitive environment, search engine optimization strategies are critical to business success. We provide solutions to help improve the organic positioning of your website and thus obtain a greater amount of traffic that will benefit your project in many ways.
