Search Engine Optimization

What is SEO and Why Does it Affect Your Business?

SEO, or search engine optimization, is the practice of influencing a website’s visibility in an internet search. Specifically, how early (or high) and often does your business appear on an internet search. For example, if you are a bicycle shop and a potential customer types into Google “bicycle shop,” where does your shop rank in the results?


Go ahead and test it out with your individual business…


[[It’s important to remember that SEO refers to “natural” or “organic” results. Meaning the results that appear at the top of your search that are designated as ads do not count!]]


Understanding, working, and bolstering your SEO ranking is important for several reasons:

  1. To increase website traffic.

The earlier (or higher) ranking that your business has impacts how often your website will be visited. Consider your own search habits – when you type in an internet search do you focus on the top 3-5 results, the first page, etc. The farther back you are listed, the less likely your site is to be found. And we can all agree, it’s impossible to convert a customer without contact!

  1. It encourages diversity.

There are different kinds of SEO results. As you know, a search can result in a quest for an article, image, video, news, local businesses, etc. Therefore, one way to boost your SEO ranking is to diversify your portfolio. This can be done by using tags or keywords in images, videos, or blogs. Remember, it may be a how-to video that directs one customer to your website or an informational infographic that catches the eye of another. Be creative!

  1. It encourages consistency.

SEO is driven by understanding how people search. Consider what terms a potential customer would be likely to use to search for your business. Make a list of those keywords and thoughtfully and consistently use them! For instance, if you were the bicycle shop discussed above, a likely list of terms or keywords would include:




Bike shop




Bike service

Bike repairs

Bike trails

Mountain biking

And so on….


Take a minute and consider what your own list of terms or keywords would include.


With your list, make an effort to include those terms in blogs, social media posts, website content, or anywhere else you post online. This is the “optimization.” Then the SEO magic begins. A search for the term “bike shop” will scan webpages for the term and rank the results based on use, ease of access, and history of page popularity/consumer engagement.


BONUS tip: make your site mobile friendly!


If you haven’t already done so, 2017 is the time! As of 2015, mobile searches are more common than desktop searches. If your site is not mobile friendly you will see an impact on your SEO ranking.


Still confused? Give us a call at Piccolo Marketing at 615-348-7768 and we’ll help you develop a marketing strategy that most effectively promotes your business based on SEO principles.


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