What is SEO? – All The Basics You Need To Know

Sagar Sethi

05/12/2022

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With nearly 5.6 billion searches made on Google every single day, you want to make sure that potential customers can find your business online.

That’s where SEO comes into play! Search Engine Optimisation, referred to as SEO, is all about getting you to the top of Google Search results.

The Google Search

In a Google Search, there are three variations of results which are displayed: Ads, Map Listings and Organic results.

Placed on the top and bottom of a Google Search, Ads are the paid advertisements; these are created through another digital marketing campaign known as Pay Per Click Advertising, also known as PPC, or Google Ads, formerly known as Google Adwords. The owner of these ads pay everytime people click on their ads, once a day per device.

Next are the Map Listings. These are business listings which have been created on Google My Business which additionally appear when people search for your business on Google Maps.

Lastly, there are the Organic results. This is where you challenge your competitors to appear higher than them and get to the top of Google.

SEO is a long term strategy. Unlike other marketing channels, the Return On Investment, or ROI, with SEO keeps on increasing without a substantial increase in the monthly investment. While PPC ads are great for creating immediate traction and the results are almost instant, the ROI on your PPC spend is almost directly proportional to your total campaign’s investment.

While you may be thinking “Wait, why don’t I just buy my way to the top with paid ads?”, research shows that conversions are over 1000% more likely to occur from these sections compared to paid ads. SEO is a great foundation for your business to sustainably grow.

SEO is not just about tailoring your website so that you appear higher in the Organic and Map sections, but to ensure that when your new potential customers do visit your website, they want to purchase your products and services, and can do so easily.

The User Experience is a fundamental aspect to not just SEO, but digital marketing and any digital presence as we know it!

With over 50% of all B2B marketers saying that SEO has the biggest impact on lead generation, SEO is the best way to attract and convert quality ready to buy visitors to sustainably grow your business.

SEO 101

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About the Author

Sagar Sethi

Sagar Sethi is a digital marketing entrepreneur and strategist based in Melbourne, Australia, and the founder of Xugar, a full-service digital marketing agency. With over a decade of experience, he helps businesses achieve scalable growth through data-driven SEO, paid media, and integrated digital strategies.

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Known for his results-focused approach, Sagar combines strategic thinking with hands-on execution to deliver measurable business outcomes. He is also the host of The Xweet Spot podcast and an active mentor, supporting startups and initiatives that create meaningful impact.

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