The Importance of SEO


Ronn Torossian, CEO, 5WPR

For many companies, success frequently goes hand in hand with digital presence, and that usually means achieving high Search Engine Optimization (SEO) rankings. However, to be able to achieve high rankings on various search engines, companies have to optimize all of their digital touchpoints by utilizing the best SEO practices that are going to fulfill the ranking criteria of search engines.

There are several different factors that search engines take into account  when ranking a website, including the security of the website, its loading speed, content, backlinks, keywords, and the accessibility of the website itself.

Why Content Matters

The most important element of a website is its content, as that’s the key piece that gives companies the power to engage with the website visitors. Through content, visitors can be guided in a journey which starts when they first open the website and ends l when they make a purchase.

As Alexei Orlov of MTM has noted, “Businesses that are looking to share their stories and values with the target audience can do so through valuable, engaging content. This content can range from things such as product and service descriptions to reviews of those items and more. With content, companies are able to improve the buying experience for the consumers. They’re also able  to increase the odds of them making a purchase in the first place, by having the viewers engaged and their curiosity piqued.”

Trust and Credibility

Public relations is an industry  that has always played a big role in raising  company profiles, no matter the size of the business. Through PR, companies can establish their credibility, raise brand awareness, improve their reputation, and gain exposure. In fact, with public relations efforts, companies can reach far beyond target audiences to get new people interested in their solutions.

This is done through high-quality backlinks from authoritative websites. Backlinks are links of a website that are mentioned in the content on another website. Search engines, when ranking a website, look through the entire internet to find backlinks for each website. These backlinks are useful for proving  to search engines that the content on a website is credible and valuable enough to receive a link from another authority website, which results in higher search engine results rankings.

Successful Business = Successful Website

These days, a company’s website is seen as the digital extension of the company itself, which means it should be operating according to the same standards as the company’s in-person operations. That way, companies can add more value for the existing customers while also attracting new ones.

The most successful companies tend to go an extra mile with their physical locations, with big and bright office spaces, comfortable furniture, and high-tech security. The same imperative of appeal and comfort applies to a company’s website, as the website should be user-friendly, secure, load quickly, and have valuable content that readers find interesting.

Since SEO isn’t an independent element of a company’s PR or marketing efforts, it should be utilized in accordance with those efforts to get the best possible results for the company’s bottom line.

About the Author: Ronn Torossian is CEO of 5WPR, a leading PR agency.