What is SEO and how does it work?

A website is one of the first things you set up when you officially opened for business. It has many functions, but it should also work as a way to funnel traffic straight into your business. One of the best ways to do this is with SEO. SEO is Search Engine Optimization and it’s a set of techniques and best practises you can add or use on your website to increase how visible it is on search engine platforms like Google or Bing. Potential customers tend to rely on search engines to find services or products online and SEO positions your website to pop up higher on the results page. This blog is Floodgate Digital’s short crash course in SEO and everything it can do for you.


As soon as you open your default browser on your phone or computer, it opens up a search engine that has an empty box waiting for you to fill. When you type something in, whatever it is, the search engine’s artificial intelligence (AI) quickly scans the world wide web to find anything and everything that is relevant. The AI is smart enough to locate, verify, collect, and index that information for you in a list of results on several pages all in a few milliseconds. It doesn’t just pick any web page to expose to its users, so it simultaneously uses its own qualification system to put better websites on the first few pages. The “better” websites may have more effective SEO or just be considered more reputable than others. Unlike websites that appear more prominently because they’ve been paid for, you can’t pay a search engine to recognize websites that have been organically optimized.

This means that search engines are designed to find relevant, authoritative, and safe pages, to make sure that users experience an efficient search and results process. That’s why it’s necessary that you prime your website to have all these attributes so that search engines respond with your web page above and before others. SEO helps your website rank higher and that means potential customers will see it sooner, hopefully sooner than possible competitors. Good SEO will mean a good position on results pages. Good is defined by how high up you rank. The first page is ultimately the goal here because users are not likely to go further than that if they don’t immediately find what they’re looking for. Floodgate Digital data found that only 25 percent of users go as far as the second page

Why is SEO important

If it isn’t already, SEO should be a fundamental part of your website’s setup and maintenance. You should handle it as a business strategy because it could ultimately affect how many customers you can find online. The modern consumer is known to reach for their phone when they’re looking for products/services near them. We’re all doing it so often that the numbers are quite literally staggering. For the purpose of this blog, we’re going to focus our attention on Google. Google is the most popular search engine in Australia by far. It holds 94% of the search engine market share in Australia and the only other search engine even remotely competing is Bing with 3% market share. (Statcounter stats sheet from July 2020- July 2021).

  • Google searches per second (global): Almost 100k
  • Google searches per day (global): 3.5 million

Source: Internetlivestats, 2021

A considerable portion of these Google searches are related to commercial or interests. So that means hundreds of thousands of people are looking for services every day. The bottom line is that it affects your bottom line. You need to take advantage of this because it has real impact on your income and customer base potential. In summary: Yes, SEO is very important to give your business a fighting chance at competing in your market.

What makes a good SEO strategy?

Search engine optimization aims to achieve or improve on three things:

The quantity of traffic:

Your web page should already be directing customers straight to you. The point of maintaining strong online presence is to convert that into sales. With the addition of SEO solutions, your website should start attracting even more interest than it was before. The goal is to reach more people because you’re making your website more visible.

The quality of traffic:

SEO should also prime your website to attract customers using the internet to buy and not to browse. Browsing is great but it’s not a guarantee that a sale is imminent. The technical and content-based aspects on your website should be optimized for a person looking to buy now. This is why quantity AND quality is the goal. A business should want more traffic but only if it’s the right kind.

Organic traffic:

Ads and other paid content already have their spots secured on the first page of results. SEO aims to share the first-page spotlight but without the power of being sponsored for the visibility. Organic traffic is traffic you didn’t have to pay for, and SEO serves this purpose.


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