We live in a digital age. This means that people turn to their computers, tablets and smartphones to solve their problems, learn, discover and search for products and services.
A decade ago, people would turn to their physical yellow pages directory if they were looking for a specific type of product or service. They may even have called up a friend to ask for recommendations.
These days people do their own research on the internet usually using Google.
So, if a potential customer is looking for a specific kind of service (plumber, lawyer, accountant and so on) in Google, your website needs to appear at the top of those results. 54% of the volume of clicks goes to the top 3 results. If you are not in those top 3 results you are losing out on a huge amount of potential new clients, and if you are not on the first page you can forget about people finding your website.
SEO (or search engine optimization) is the process of optimizing your website by having the correct structure, pages and backlink profile so that you appear at the top of the results for specific keywords related to your business.
a backlink is a link pointing to your website from another website – Google sees this as a “referral” or “vote” that your site is worthy of visiting and having valuable information about that keyword. Thus, the more high quality backlinks you have from relevant sites to your industry, the higher you will rank).
To sum up, your website needs to be at the top of the Google results for as many keywords related to your industry as possible, e.g.:
yourbusiness + city/area
yourservice + city/area