The purpose of SEO
To understand these factors, we first need to look at how we define the purpose of SEO. By definition, the goal of search engine optimization is to increase organic visibility in order to rank high in the search results. But as an SEO agency, our focus is not only on top rankings and clicks. For us, SEO is about reaching the right audience, and our primary objective is value creation. By this we mean that the visibility our clients gain from SEO should lead to tangible outcomes, such as increased sales. This is something that top rankings alone do not necessarily achieve.
Which factors, beyond ranking first, does Solid work towards?
Creating business value through SEO requires clear, effective communication that both website visitors and search engines (like Google) respond well to. To achieve this, there are several factors to consider, but the most important is to take a holistic approach to SEO. You need to take into account Google’s quality assurance framework (E-E-A-T), the client you are working for, and the visitors to the website. All the factors we work with at Solid are interconnected, and it is the overall approach that leads to better results, both in terms of rankings and value creation.
Among other things, these factors are important to us:
- Increase sales
- User-friendliness on the website
- Ensure that people actually click through to the website
- Meet customer expectations with the content we create
In addition, we aim to help our customers improve conversion tracking, KPIer and measurement. We also support them in developing a publishing plan and increasing their awareness of how the website fits into the overall marketing mix. These initiatives are primarily about taking care of customers and visitors on the website. Altogether, this helps create potential sales and contributes to a strong customer journey.
Why do we focus on these factors?
As mentioned earlier, for us SEO is about being precisely on target. This means the content must match what the visitor expects based on the search phrase he or she used. There is no value in ranking first in the search results if you don’t actually answer what people are looking for. That’s why it’s important for us to shape the customer’s website so that people actually want to click through, and so visitors find what they are looking for. If the website doesn’t resonate with what the visitor is seeking, the visit will not generate value. For example, if the visitor has a professional question but lands on a sales page, the chances are high that they will click away immediately and find another website that provides the information they are looking for.
Because visitors are the ones who determine the value of the work we do, user-friendliness is a major part of what we focus on. Visitors’ first impression of the website will influence both the customer journey and the company’s reputation. If the information is clear and well-structured, and the website is easy to use, visitors will perceive the site as more trustworthy and the likelihood of further sales will increase.
It is our customers who decide what kind of content they want on their websites, which is why it is essential that we meet their expectations with what we produce for them. The content must resonate with the company’s values and tone of voice. At the same time, it has to be suitable for both visitors and Google. If any of these aspects are missing from the content we produce, it will not lead to maximum value creation. That is why we always work closely with the customer to identify new topics to write about, and can support them in developing their services through the insights we gain from our work with SEO.
How are these factors connected to SEO?
So how does all of this connect? Well, it’s all about interaction. All the factors mentioned are interconnected in the sense that you need to work holistically to achieve the best results. The work we do within SEO is therefore about
- prioritization of which pages should rank high
- what you choose to produce in terms of content
- which pages to produce in order to rank
- which pages will improve the overall performance of the website
These are aspects that are often not taken into account if the customer has not worked with SEO before. This means that a page that does not create value can rank high, while a page that does create value does not rank high enough. Our goal is to help the company achieve better, clearer, and simpler communication – in other words, communication that creates value.
Do these factors take away from the purpose of SEO?
Don’t get us wrong, this article is not about ranking not being important. We simply want to highlight that ranking is not everything SEO is about. You need to rank high in combination with these other factors to actually gain value from that ranking. This means that when you work with SEO, you need to work broadly and holistically, so these other factors do not take away from the purpose of SEO.
