By: CM Staff – Morgan S.

Navigating Google’s SEO minefield can be a tricky venture. Keywords, niche vocabulary, adwords, and crawling spiders—this nonsense alone is enough to cause a mild headache. After all, you’re a seasoned purveyor of handmade bars of the finest lavender soap, not a web-savvy computer tech.

While you know everything there is to know about soap-making and proper scent distribution, you still want your business to succeed; i.e., you want everyone to buy your amazing artisan soaps. But without a good knowledge of SEO, or search engine optimization, your soaps may linger at the back of the line, never to be found by customers who desperately want a relaxing lavender bubble bath.

With that, let’s explore search engine optimization and how it can help you succeed.

What is SEO?

SEO is the practice of optimizing web pages to drive a website’s position higher in the Google ranking atmosphere, thereby attaining organic, unpaid traffic. Google algorithms, which are continually updating, measure a website’s credibility based on particular factors and determine where your webpage lands in the rankings.

SEO can be focused in different areas. On-page SEO is what you can leverage from within your website, and doesn’t just come in the form of well-devised wording. Your website’s structure, content, and speed are all critical attributes for on-page SEO. Off-page SEO, on the other hand, involves links pointing to your website from outside sources. The number of links can be a factor as well as the quality of the site they are coming from.

How Can SEO Help My Business?

We’re experiencing a world driven by online sales—on average, Millennials make 54 percent of purchases online. 96 percent of Americans have made online purchases, and 80 percent have bought items over the internet in the past month. These trends are only expected to grow, and businesses have to adapt to these changes or profits will suffer. There are many benefits to utilizing SEO, and some simple changes can significantly affect the visibility of your business. Let’s check some of them out.


Have you ever tried to sell something in the middle of the woods? Deer probably aren’t interested in what you have to offer. But how about a bustling NYC street corner?

Zero gateways to your website mean zero clicks to purchase products or services. Heightening the visibility of your site brings in swaths of potential customers, and if your content is compelling, that means valuable, sales-boosting benefits. Most importantly, when people are searching for specific things related to your business and you pop up in the mix, this maxes your SEO-driven visitors qualified leads and more apt to make purchases.


SEO is basically free advertising (ok, it’s not free if you’re paying experts to infiltrate and optimize your web pages and content). But after optimization is all said and done, you can sit back and watch as your analytics climb to high heavens. In the long run, SEO optimization can be a fraction of the cost of paying for expensive advertising. Inbound marketing allows you to market to people who genuinely want your product, whereas other forms of advertising, while targeting specific consumers, are trying to initiate a “pull” effect by enticing people to want to buy your product or service.


Optimizing your website with effective SEO practices builds your brand into an authoritative entity. A high-ranking site gives credibility to your business in that your customers are consciously confident that what you have to offer is respected. After all, if Google puts you on a pedestal, your customers will too.


If done correctly, search engine optimization can have a positive impact during the first year of implementation. But more importantly, squeaky clean SEO is a long-term solution that can last for years to come. It’s imperative to consistently evaluate algorithm updates and determine if there need to be modifications. New updates have the potential to shift around SEO priorities.

I Don’t Have Time to Become an SEO Expert Because I’m Stuck Running My Business. What do I do?

This one is easy. Hire an expert. Google masters who stay abreast of its every move can provide your business with unprecedented rewards, whereas a consumer opting for a do-it-yourself strategy can suffer the consequences. Trying to trick algorithms rarely ever works and can penalize your website, flagging it on Google’s naughty list. Don’t make the costly mistake of skimping on search engine optimization—it’s one of the most important things you can do for your business.

Cilver Marketing is a full-service digital agency encompassing a seasoned team of marketing experts and strategists that know how to navigate the complexities of SEO, unlocking unparalleled rewards for our clients. Partner with our dedicated team of marketing savants to one-up the competition and reap the rewards of long-term growth.