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What Is SEO and Why Is it Important?

Updated: Feb 5


Search Engine Optimization—better known as SEO—is the secret sauce that helps your website show up when potential customers search for what you offer. Let’s say your website is a shop in a massive digital mall. SEO is the glowing neon sign that guides people right to your front door. Without it, you might as well be tucked away in a forgotten corner where no one ever looks or walks by.


So, how do you get the glowing neon sign? In other words, how do you ensure your business ranks higher in search results, so more people find you when they need you? Let’s break it down.


How Search Engines Work (And Why SEO Matters)

Search engines like Google and Bing are digital librarians sorting through billions of web pages to serve up the best possible answers to users’ questions. But how do they decide which pages deserve the top spots?


That’s where SEO comes in. SEO is the process of optimizing a website so search engines can easily find, understand, and rank it. The better a website’s SEO, the higher it appears in search results—and the more people see it.


And let’s be honest; who looks past the first page of Google search results? So, if your website doesn’t appear on Google’s first page, you’re missing out on potential customers.


The Two Big Categories of SEO

SEO can be broken down into two main categories; on-page SEO and off-page SEO:


  1. On-Page SEO: What You Control on Your Website

On-page SEO refers to everything you can do on your website to help it rank better. It includes:


Optimizing Your Website’s Structure

Your website must be built so search engines can easily “read” and understand. This includes things like:


Creating High-Quality Content

Ever heard the phrase "Content is king"? That’s because search engines love fresh, relevant, and valuable content. Regularly updating your website with blog posts, product pages, and FAQs keeps you on search engine’s radars. Plus, it helps potential customers see you as a subject matter expert.


Example: A flooring company that regularly posts blog articles about “How to Choose the Best Flooring for Your Home” and “How Best to Take Care of Your Flooring”, will rank higher when people search for that topic.


  1. Off-Page SEO: Building Trust & Authority Elsewhere

While On-Page SEO is what you do on your site, Off-Page SEO is all about what happens outside your site that boosts your credibility.


Earning Backlinks (Other Websites Linking to You)

When reputable websites link back to your website, search engines consider this a sign that you’re trustworthy and worth ranking higher. This is why getting featured on industry blogs, news sites, or directories is gold for SEO.


You may have heard of citations or citation building. Those are the aforementioned directories.


Example: If a major home improvement blog links to your flooring company’s website, that tells Google, “Hey, these guys know what they’re talking about!”


Social Media & Online Reviews

Google pays attention to social signals—how much your content is shared, liked, and discussed online. Think of it like an online popularity contest. The more people see and like your content, the more Google thinks of your website.


And customer reviews? They matter more than you think. A business with hundreds of 4-and 5-star Google reviews will almost always outrank a competitor with just a handful. Again, it’s all about popularity.


Pro Tip: Encourage happy customers to leave reviews on Google and other platforms like Yelp. It boosts credibility and helps with rankings.


SEO Is Not a One-Time Fix—It’s an Ongoing Process

If SEO were a set-it-and-forget-it deal, we’d all rank #1 forever. Unfortunately, search engines constantly update their algorithms (Google makes hundreds of changes every year!).


This means that SEO requires ongoing attention. To stay ahead, businesses need to:

  • Keep their website updated and optimized

  • Continuously create fresh content

  • Monitor analytics to see what’s working

  • Adapt to changes in search engine algorithms


Why Your Business Needs SEO (Now More Than Ever)

Still wondering if SEO is worth it? Here’s why you can’t afford to ignore it:

  • More Visibility – Higher rankings mean more people find you.

  • Better Leads – People searching for what you offer are ready to buy.

  • Cost-Effective – SEO is cheaper than paid ads in the long run.

  • Competitive Advantage – If your competitors are doing SEO and you’re not… well, guess who gets the customers?


Let’s Get Your Business Noticed

SEO isn’t just for big corporations with massive budgets. It’s for every business that wants to grow. And with the right strategy, it can work wonders.


At Thompson Marketing Partners, we help websites rank higher and get found. Whether you need an SEO refresh, a full strategy, or just some guidance, we’re here to help.


Ready to boost your search rankings and attract more customers? Let’s chat and see how we can take your SEO to the next level.

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