Skip links

Why is Search Engine Optimization so Important? The Art and the Science of SEO

SEO is an inherently creative and collaborative process, but people don’t always treat it that way. Countless people treat search engine optimization as a checklist of things that need to be done, and nothing more; like a formulaic, repetitive task. At Steadfast Results, we fundamentally disagree with that approach. So, why is search engine optimization so important?

While we believe there is a science to content strategy, there is also an art to creating a great authentic user experience, which Google increasingly values.

At Steadfast Results, we equate SEO to solving a puzzle, but one where every page of a website requires a different formula to solve that puzzle. Sure, you can slap together some page titles and page descriptions, but there is so much more to SEO than a checklist.

At Steadfast Results, we seize every opportunity to utilize our collective skill-sets to formulate a successful SEO plan for our clients, pulling design, marketing, content, and development into the process.

For those of you who are new to SEO and digital marketing,

Google changes its search engine algorithm at least two times a year.

And for those who are new to search engine algorithms, that means Google works very hard to ensure that the search queries you make return the most accurate results. These algorithm are where SEO gets really exciting. Google constantly keeps marketers on their toes, and it’s all for the benefit of the user. Updates like this are exactly why SEO has to be a fluid, creative, and collaborative process.

One of the reasons Google makes changes to its algorithm so frequently is to prevent black hat approaches to SEO.

Black hat SEO encompasses any unethical strategies, like keyword stuffing or link buying, that would push a site to the top of the search results despite the fact the site is not relevant to the user’s search. This typically drives a lot of traffic, but will have a very high bounce rate. People get to the site, see that the content is not relevant, and leave.

This is one area in which we lean on our content strategist to help make sure the title tags and page descriptions we write reflect what the user will be getting when they click through. Making sure the content on the landing page matches the page title, and description in a search result is why Google has these updates. This is all a mechanism to continue to build that trust between the users making searches and Google as a search engine. All of these elements, at their core, are aspects of the greater user experience, which is what we’re in this business to do as well.

After that, we like to pull in design & content to strategize a plan that utilizes those search terms people are using, and construct descriptive page titles and page descriptions that reflect the content on the page we are directing them to. We discover a solution to write meta data so the reader can understand what they are about to click on, but it also speaks to the search engines in the most efficient way.

It’s about being concise, compelling, and creative.

Landing page user experience also plays a very important roll in SEO. If your keywords and landing page content passes Google’s algorithm, but the bounce rate for organic traffic (free traffic that came from a search engine) is still very high, Google sees that as a negative experience, and it will hurt your rank in search results.

This is where it is important to have an excellent experience on your site. By measuring bounce rate, pages/session, and average session duration, you will be able to see if your landing page and SEO are performing well. This is also where the whole team gets together to analyze the data of what is working and what isn’t. Following that analysis, we optimize and problem solve.

If Google sees that other people find your site easy to use, then it will consider your site more qualified than others, and award you with a better organic search rank.

Search engine optimization has to be a creative, collaborative process.

Everyone is utilizing SEO in their digital marketing strategies these days. It is as essential to marketing as dough is to making pizza. So in order to stand out in a crowded search results page, you need to have a unique approach.

Bringing in a creative perspective along with an analytical perspective can really create an awesome and unique strategy that not only creates a flawless user experience, but also gets page one ranks for those search terms you’re targeting.

Leave a comment