SEO summarizes all activities that contribute to a website ranking high in Google search results (a.ka the SERPs). This can result from On-page or off-page SEO optimizations. A good SEO strategy helps catapult a website to the top of search engine results. In addition, it can also help boost a company’s visibility and brand. No wonder many companies are already successfully using SEO to their advantage.

The fact is: websites without top rankings on Google are rarely or never clicked on. This means losing potential customers who are already actively searching for a product or service.

A favourite analogy amongst SEO nerds is that the best place to hide a dead body is on the second page of Google.

What is SEO?

Search engine optimization, or SEO for short, is a subarea of online marketing aimed at improving visibility in search engines (think Google, Bing, Yahoo, etc). The abbreviation SEO comes from the English term Search Engine Optimization and is today the global term for the optimization of websites for search engines. SEO is divided into two sub-disciplines – On-page and off-page optimization.

SEO in the past vs. SEO today

Sophisticated algorithms enable today’s search engines to answer search queries and deliver mostly accurate results, providing the searcher with valuable information amidst a vast source of information. The display of search resultsP are based on certain factors. Ever since the first search engines entered the market, the overriding task in the field of SEO has been to evaluate these ranking factors and to positively influence the rankings of a website through the use of targeted optimization.

The SEO beginnings or also “How SEO does not work today”.

After search engines established themselves on the web, the first webmasters started trying to influence search results. The resulting SEO community quickly discovered that relatively simple measures could be used to manipulate a website’s rankings. The possibilities were straightforward and thus led to a profitable model.

Thus, through practices such as keyword stuffing, link spamming, etc., website operators could achieve a good ranking in the search results with little effort.

Over time, search engines like Google realized that this was not in the user’s best interest and started developing algorithm updates.

These optimized the quality of search results more and more in recent years and low-quality websites and optimization measures lost value or, in the worst case, were penalized. Due to the constant development of ranking factors and thus the improvement of search results, Google developed into the search engine that we know today and outdated SEO techniques (known as black-hat SEO) today either no longer have any relevance or even have a negative effect.

SEO in the future – Where is the journey of search engine optimization going?

A lot has changed over the last decade of SEO. Some disciplines still work “similarly”, other measures have been buried.

Overall, it can be said that SEO has become more comprehensive because it is no longer enough to look at the subject from a single angle.

Rather, SEO today is a complex interaction of various factors, which must be optimally coordinated with each other (known as white-hat SEO).

Google’s algorithm is no longer satisfied with fixed ranking factors, but today develops independently by means of A.I. and thus improves the search results every day.

This process, which can be summarized with the term “Machine Learning”, has the consequence for SEO that everything is less transparent and not even a Google employee could tell what has changed during a Google update.

In addition, technical SEO is becoming more and more important and side shows such as usability and user-focused content are also coming to the fore. This leads us in the field of SEO more and more to the question:

What does the web user actually want?

What are the benefits of search engine optimization?

SEO is a serious traffic channel in online marketing. The use of SEO today can even contribute quite decisively to how successful a company is. Thus, it is no longer a matter of debate whether SEO is worthwhile at all. The following key points briefly summarize the advantages of SEO.

SEO is the future, because users search online

While yellow pages are gathering dust in the corner, even the older generations are using the Internet as a source of information – a rethink has long since taken place: On average, nine out of ten people use Google. Each of them is looking for a solution to their own personal “problem”. The searcher then finds the ideal solution in a product or a service.

Those who appear directly at the top of the search results with suitable SEO measures are therefore investing in the future.

And by the top, I mean the first 3 positions. Being at position #10 on the first page is not fantastic.

SEO offers users a direct solution

Compared to other acquisition measures, search engine optimization has a clear advantage: The potential new customer does not have to be convinced that he needs the offered products or services – because he already knows it, otherwise he would not search for it. Thus, SEO acts according to the pull principle.

SEO is cost-efficient

What many entrepreneurs cite when deciding against SEO is, last but not least, the cost factor. It is obvious that search engine optimization is not exactly cheap.

But the investments are worth it.

Thus, a top position for a company can mean significant growth, because in Google’s search results, the positions on page 1 are clicked on – so if your own website appears here with desired added value, you win.

SEO is measurable

Working with SEO professionals means that all implemented measures and successes are logged, analyzed and evaluated.

In this way, measurable key figures can be created very quickly, on the basis of which the SEO successes can be evaluated.

SEO strengthens the image and brings new customers

SEO is particularly interesting because of one very special aspect: it increases visibility, and not only at the moment of the search query.

Due to the long-term orientation of SEO, searchers come into contact with the company, the brand and the product name more and more often.

It is precisely this form of brand awareness that is a crucial success factor.

The top 5 reasons for SEO

The above-mentioned advantages already strongly suggest the benefit of SEO. Nevertheless, we have summarized here again the top 5 reasons for SEO.

  • More traffic on the website=more money
  • Sustainable visibility on Google= no paying for Google Ads to be on the first page
  • Optimized user experience=A happy user is a paying user
  • More sales and customers= a happy website owner
  • Better image and authenticity=more money

Conclusion – Why SEO is so important for companies?

Search engine optimization has not been an insider tip for a long time and neither has the fact that a usability-optimized website is important.

Nevertheless, one notices again and again that many websites of companies do not correspond to this scheme and SEO is still considered unimportant.

On the one hand, this is very shocking, but on the other hand, it still offers many companies a chance to jump in. For this, however, the management must have understood that SEO as a component of online marketing belongs to the holistic marketing strategy and thus leads to sustainable success.

Search behavior and also search engines are constantly changing. This fact is the reason why a continuous and sustainable search engine optimization is important. These constant changes also require the appropriate know-how, as well as the subsequent adaptation of trends and measures. Every company that does not deal with this topic will not be successful in the long run.

Also competitors use SEO! At least there will be no market where at least one competitor is not actively doing search engine optimization. Companies that do not practice SEO will therefore not only lose website visitors, but also potential customers who are actively searching for a product or service.

Search engine optimization is one of the most cost-effective marketing channels. This is mainly because organic search hits are free traffic. Especially in combination with paid search ads (e.g. Google Ads) or other online marketing channels, sustainable search engine optimization forms a cost-efficient online marketing strategy. In contrast to paid advertising, traffic does not completely collapse when the budget is reduced.


How can you achieve a better position in search results through SEO?

The SEO process, helps to increase visibility in search engines and improve the ranking of your website. This can be done through on-page and off-page optimization, such as link building and social media marketing.

On-page optimization includes content creation, adding keywords to page content, alt tags on images, meta descriptions in header tags, etc.

On-page optimization simply:

On-page optimization includes all the tasks and activities performed directly on your website to increase your visibility to the maximum.

Link building is a sub-discipline of off-page optimization and can be achieved by getting backlinks from other websites that are most relevant to your industry.

Off-page optimization explained:

Off-page optimization includes all the tasks and activities that are done outside of your website. On the one hand, this shows Google that you are active on the web, but more importantly, it allows you to create valuable backlinks that can greatly influence your visibility.

Backlinks explained:

A backlink, is a link that redirects from a website to your website. For example, if you have an entry in the Yellow Pages – in Austria this is the Herald – and your website is listed there, then this is a backlink. Google only evaluates backlinks with relevance. This means that a backlink only counts as valuable or relevant for you if it brings you sustainable visitors who are also interested in your products and services.

Over the years, Search engine optimisation (SEO) has become a go-to for businesses to increase the overall searchability and visibility of their brand. Let us remind ourselves of the definition of SEO. Put simply, SEO refers to techniques and strategies used to increase rankings in organic search results on search engines, such as Google or Bing. But why is it absolutely necessary for your business to implement SEO? Let’s take a look at the three main reasons as to why you need SEO and how Monumental Marketing can help with your SEO.

1. Everyone looks for businesses online

Where else would they look? This is the number one reason why you need SEO. The internet has become a very convenient place for people to research and find products or services they are looking for. Therefore, it’s the first place they go to do a little research. By implementing an SEO strategy,  you will significantly increase the odds of potential customers finding your business. Nowadays, everyone purchases products or services online using their mobile devices or laptops. 1.9 billion people to be exact. The internet has made it too easy for people to shop from the comfort of their own homes.

Also, It is of great importance to acknowledge that your customers are constantly on-the-go. 88% of customers who search for local businesses on their mobile devices will call or physically visit the store within 24 hours of searching for it. Therefore, there is no denying that SEO is vital to attract organic traffic to your website, which provides a high return of investment (ROI) when it is done correctly as a long-term strategy. So, if you want to be found online then implementing SEO is a no-brainer.

2. Your competitors are using SEO

As we all know, no matter what industry you are in, the cut-throat world of business doesn’t fail to serve you competition. Businesses are having to constantly one-up each other and there is no doubt that your competitors implement SEO on their websites in order to keep up with the ever-changing game. Many business owners are under the assumption that SEO is only needed until they get on top of that long Google list. But, they are wrong.

Once you reach the top, it will require more effort to maintain that number one position. With your competitors clawing their way up for those top positions, you either play the game and compete with them, or you sit back and let them steal your potential customers.

By ignoring SEO, you are just handing your competitors the win without putting up a fight. Now, do you really want that? 

3. SEO works

That’s right. SEO actually works. SEO produces consistent traffic to your website when it is done correctly. This organic search plays a big role in website performance. As well as ultimately getting users to convert or engage with your business. Moreover, with Google being the most visited website in the world, we already know that it is people’s favourite place to find information. Having high visibility on a search engine increases trust and credibility, which always works in favour of your business.

With that said, there is no other form of digital marketing that can deliver a return quite like SEO. SEO can deliver consistent organic traffic that would otherwise cost you stacks of money if it was being paid for through a paid search campaign, like pay per click (PPC).

Not to diss PPC, but SEO is more favourable in the long-term, grand scheme of things. Ergo, the marriage between high-quality SEO and a user-friendly website can bring endless, consistent traffic to websites.

And to finish things off, just a little reminder – if you are not on page one on Google, you need to be. So, those are our top 3 reasons as to why you need SEO.


  • Alicia, the digital marketing dynamo herself, is our digital marketing Manager at Monumental. We are yet to find something our Indonesian-Belgian princess can't do. Prior to discovering Monumental, Alicia finished an honours degree in Sociology at the University of Kent and began building her marketing network in the Middle East. Having graced us with her stunning social channel aesthetics and unrivalled powers of Influencer marketing and SEO for several years now, it's no wonder she's giving us that side-eye.