Google’s whole goal is to make it easier to find the answers their users are looking for. Simply put, Google breaks searches down into specific keywords and then analyzes sites and pages to determine which ones focus on those keywords and are authorities in this space. It’s sometimes difficult to identify the best keywords to use in your industry and for your business. To achieve this, you’ll need to make sure that the keywords you use in your content are high-ranking, effective keywords. Organic search has the potential to dramatically improve your company’s visibility, increase the number of leads for your sales team, and boost your business’s profits. If you and your marketing team can make your site rank higher, you can tap into one of the most efficient marketing channels in existence. This means that if your site doesn’t appear until page 2, it’s going to be hard to be found online. Research shows that the vast majority of people will never go past page one of the results for their search. The holy grail of SEO is appearing at the top of page 1 for all of the keywords that are relevant to your site and business. However, what hasn’t changed is the vital importance of keywords in terms of how Google ranks your site in search results. SEO has changed a lot over the years, and the specifics of Google’s ranking algorithm are always evolving.

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