Tool of the trade

    I am not personally familiar with the term SEO but from what I found online it stands for "Search Engine Optimization" which is the process of getting traffic from free, organic, editorial, or natural search results in search engines; overall it is used to improve a company website's position in the search results page. To go further in-depth, there are three pillars of SEO: technical optimization, on-page optimization, and off-page optimization. These three pillars are vital for digital marketers to be aware of because they will help the company's search traffic. Although, there are a variety of ways to improve a company's online traffic such as paid advertising, social media, blogs, etc. Yet, the majority of online traffic is driven by search engines because they receive more clicks than the average paid advertisements. This is why they are so important and why digital marketers need to verify themselves with this tool. 

    As a consumer, when I got to look for something online and use a search engine, I only look at the first page of the results. I do this because, in my mind, they are the most credible results if they are coming up first and will have what I'm looking for. I've also asked my friends about their search habits and it's almost unanimous across the board that they rarely go to the second page and none of them go to the third.

    Overall, SEO is very important for digital marketers to use in their marketing strategy because it can build a natural connection with the target audience. Along with that, it provides critical data about that audience that can be utilized to improve the company's metrics. SEO also provides marketers the opportunity to acquire useful content and establish a relationship with existing and potential customers; along with that it also establishes credibility and a sense of authority with the consumers.