What Is SEO and Why Is it Important?

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; how many people look past the first or second page of Google search results? So, if your website doesn’t appear on those first few pages, you’re missing out on some 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:

• Meta Tags - this includes title tags (which impact rankings), meta descriptions (which influence click-through rates), and image alt text (important for both SEO and accessibility).

• Core Web Vitals - Google uses metrics like page load time, interactivity, and visual stability to evaluate user experience, which directly impacts your search rankings. Because nobody likes a poor user experience - not customers and not Google.

• Mobile-Friendliness - because as we know, most of us are searching for information on our phones.

• Website Security - Google prioritizes secure websites in search rankings. A secure site also builds trust with visitors.

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. Google now uses EEAT - Experience, Expertise, Authoritativeness, and Trust - as part of how it evaluates content. So, showcasing your real-world experience and credibility is more important than ever.

Example: A licensed nutritionist who regularly shares blog posts like “Meal Planning Tips for Managing Type 2 Diabetes” or “What Science Says About Intermittent Fasting in 2025” demonstrates expertise and credibility. If the content includes practical insights from their own client experience, cites reputable medical sources, and includes their credentials, Google recognizes that as trustworthy, experience-based content—and is more likely to rank it higher in relevant search results.

2. 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 popular local food blog or publication links to a restaurant’s post about “Sourcing Fresh Ingredients from Local Farms,” it tells Google the restaurant is trustworthy and knowledgeable about its craft. That kind of backlink not only builds authority but also helps the restaurant rank higher when people search for things like “best farm-to-table restaurants near me.”

Social Media & Online Reviews

While Google doesn't directly use likes or shares as ranking factors, a strong social media presence still plays an important role. It helps amplify your content, drives more traffic to your site, and increases the chances of earning backlinks - which do boost your SEO.

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. 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.

Bonus Tip: Building online reviews is one of the easiest (and free) ways to grow your business and improve your SEO. It's an authentic way to build customer trust in a way that doesn't feel like marketing at all.

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

What's New in SEO for 2025?

SEO continues to evolve. A few trends to watch closely:

• AI-generated content is everywhere - but Google still values content that shows real experience and expertise (see: EEAT).

• Featured snippets and zero-click results are on the rise - optimize your content to directly answer common questions.

• Local and visual search are growing, so make sure your images are optimized and your Google Business Profile is current.

Tip: Create content tied to real-time questions your customers are asking. Tools like Google's "People Also Ask" section or AI chat trends can inspire blogs, FAQ's and even social posts that boost your SEO while serving your audience.

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.