What is SEO and why do you need it?

Dec 02, 2021

At digital portfolios we believe knowledge is power. We are proud to present the launch of our SEO educational series. Starting from the basics, we’ll give you power over your domain. With great power comes great…search engine rankings!

What is SEO and why do you need it?

You’re off to the high street in search of a new book. You might head to a favourite bookshop or you might wander along in the hopes of stumbling across something. Along the way, shop windows attempt to entice you in. Their location is everything: shops that you won’t pass, or therefore see, on your trip have little chance of gaining your attention. One of the shops might have your new favourite book within its walls, but you might never find it, as you neither know about it nor see it displayed.

Your quest to find the perfect book was unsuccessful and you returned home empty handed. You decide to search online. Your google search reads: “business learning resources”. Provided the seller consists of a major outlet, the book you previously missed might come up as one of the first search results.



A myriad of other factors may interfere with your quest. Nonetheless, this scenario aptly demonstrates the power of search engines to accurately connect customers with their needs. In a fraction of a second. For free.

The previous search “business learning resources” yields well over 12 billion results. Yet, the final purchase was found in the first five results: search engines find, rank and display the most relevant pages per search query. They do this via computer programmed algorithms, drawing on the relationship between the information people search for and the information that satisfies their search. Though criteria needed to rank highly on search engines are constantly evolving, some key factors remain:

  • A secure, accessible site
  • Relevant keywords
  • Domain authority
  • User experience
  • Links
  • Metadata

SEO, or search engine optimisation, refers to the optimisation of a website’s ranking per search. That is, by understanding search engines’ algorithms and optimising your website to meet the search engine’s criteria, you can allow your website to rank higher when relevant topics are searched.

Unless the customer already has a business in mind, ranking highly is a necessity: much like the scenario in which you fail to locate your new book on the high street simply because it is not on display, customers might fail to be connected with their ideal product or business simply because it does not rank highly enough for them to notice it. Indeed, according to 2020 research, 75% of search engine users never scroll past the first page[1], with over a quarter of searchers clicking on the top results [2].

Needless to say, a well developed SEO strategy is key to a successful business. In 2021, 61% of marketers report SEO as their top inbound marketing priority[3]: are you ready to make it yours?

We are always happy to advise you with regards to SEO, please contact us or email info@digitalportfolios.com. We look forward to hearing from you.



[1] https://blog.hubspot.com/insiders/inbound-marketing-stats

[2] https://www.searchenginejournal.com/google-first-page-clicks/374516/

[3] https://www.impactplus.com/blog/seo-statistics#:~:text=70%25%20of%20marketers%20see%20SEO,their%20top%20inbound%20marketing%20priority

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