search engine optimization

SEO: The Key to Success in Marketing 

Search Engine Optimization, or SEO, is a term that gets thrown around a lot in marketing. SEO’s primary purpose is to help your website gain visibility by ranking in the top 10 search results on Google. Google’s objective is to serve its viewers with the most relevant, up-to-date information that answers their questions. With SEO, you become the answer for your audience. When successfully done, your efforts can gain visibility, increase traffic, and build brand trust.

Key Factors that contribute to SEO

When optimizing SEO, several factors impact and strengthen your ranking and affect your digital marketing. We have a goal of increasing direct traffic. Three factors that affect SEO include:

  • Keywords
  • Backlinks
  • Content

When improving these facets, focus on creating high-quality and high-quantity information.


What could a customer type in the search find your product or service? This question should drive your keyword use and research. It is vital to implement these words or phrases into your content to appear relevant to their search. 

The first step is to research what words are frequently searched by consumers. The frequency indicates the searcher’s intent is high on a certain phrase or word. Then, as with any marketing technique, analyze and review what is working and what needs improvements. 

The frequency of these keywords also affects your ranking. Within your content, scatter the keywords throughout the entirety of the work. Your keywords need to be around 2-3% of the content.


A backlink is a link that takes you to another high-quality website. This element is all about building trust and credibility. The connection with other trusted websites shows expertise and relevancy to the appropriate area.

Everything in marketing must be done strategically and with a purpose. Only embed backlinks within your article in places that make sense. It is also important not to copy or plagiarize any work that is not your own. While articles and sources are good for inspiration, they are not a substitute for creating and establishing your work.


Content involves the overall contact and connections you have directly with your customers. When you place keywords and backlinks in your material, it strengthens and forms trust and a bond between you and your audience.

Multiple mediums are effective, including:

  • Blogs
  • Videos
  • Photos
  • Newsletters
  • Infographics
  • Social Media 

When someone reads your content, you want to speak using statistics and emotions. The goal is for the content to be interesting enough to read and strategic enough to produce results. The content tells others who you are and has the potential to increase your digital presence.

The Why Behind SEO

Imagine you are researching marketing tips. Do you ever go past the first page of search results? 75% of people never scroll past the first page of search engines. This is why SEO is vital. 

When used correctly, your efforts target high-quality traffic. The desired traffic includes customers who are most likely to buy your goods or are inclined about your services. It also brings a higher ranking on the search engine response page. The higher you are, the more likely people will venture to your page.

Once you get your target audience, you need to keep them there. As mentioned above regarding content, you want to keep them engaged, keeping them coming back for more. If you provide content that is not relevant, users will bounce right back to visit other sites.

If you put in the effort now, SEO will continue to work to your advantage. Not only will this help increase engagement and traffic, but it will also save on your marketing budget.

It is all about researching, planning, executing, and analyzing. The more time you take in the early steps, the less work is required to maintain it.

Time to Rank #1

Search engine optimization is a valuable asset for anyone who can utilize it strategically. 

If you struggle with where to start or what to do, this is where The Edge Agency can assist. We partner with an SEO expert and learn what works for your business and what doesn’t. As with anything in digital marketing, results take time. Multiple factors simultaneously work together that can influence the success or failure of your efforts.

We are the marketing agency built for any of your marketing needs. It is time to step up to the big leagues.