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Search Engine Optimization (SEO) is a vital digital marketing tool, but even if you have a basic understanding of what it entails, you may still not have a solid grasp on this complex and multifaceted creature. In short, SEO is significant because it makes your website more visible, and that means more traffic and more opportunities to convert prospects into customers. Beyond that, it is also a valuable tool for brand awareness, building relationships with prospects, and positioning yourself as an authoritative and trustworthy expert in your field.
Search engine marketing (SEM) refers to paid marketing efforts, and it includes things like native ads, Google Ad Words, social media ads, pay-per-click, Google shopping ads, display ads, and more. Although SEM isn't usually a major component of a comprehensive SEO strategy, it does have its place because it can help you reach new and highly targeted audiences.
One of the most important functions of SEO is increasing visibility, which means making it easier for prospects to find you when they search for something you have to offer. Visibility is directly related to your ranking.
The higher you rank on a search engine result page (SERP), the more likely prospects are to see you and click through to your site. Depending upon the effectiveness of your SEO efforts, the rank rises higher providing your website better visibility, which is especially important when you consider that a quarter of web users never click past the first SERP.