What is SEO?

Search Engine Optimization (SEO) is all about helping marketers get more visibility for their website in search engine results pages (SERPs). Mainly Google.

‍SEO aims to drive traffic, boost conversions, and increase revenue. Whether you’re a startup, local business, or global brand, SEO is arguably the most valuable marketing tool there is today.

Bottom line is: everyone needs SEO.

SEO plays a critical role in content and copywriting since higher SERP rankings can lead to increased organic traffic and conversions—all things that benefit the businesses we're writing for.

Seeing how paid search through PPC can help with rankings, but organic search is preferred by 94% of users, it's important to understand SEO. And more importantly, how to use it as writers.

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To get a proper understanding of SEO, you need to understand three key factors:

1. What type of content your potential customers are looking for
2. How search engines work to classify, sort, and display content in their results pages
3. Your optimization strategy to get your site higher in SERPs

SEO is fast-paced and dynamic. Tactics are always changing and updating, especially with AI in the game, which is why it’s crucial to stay on top of new SEO developments and emerging trends.

Today, a successful SEO strategy focuses on:

• Understanding personas & storytelling
• Data-driven insights
• Content strategy
• Technical problem-solving

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