Most of the time when people discuss digital marketing the initial concept that comes to mind is anything revolving around paid media. Or in other words, any sort of paid ads on channels like Facebook, Instagram, or Google. However, an important foundational aspect of your digital marketing presence involves the work that goes on behind the scenes of your website. Traditional Search Engine Optimization (SEO) is the process of taking steps to help a website rank higher on Google organically. This is not to be confused with Paid Search ads, those are the non-organic search results at the very top of any Google search.

You might be thinking, why do I need to care about the organic search results if I am already running Paid Search ads to be at the top anyway? SEO is there to support all other digital marketing efforts and can be effective in driving quality leads and customers while also lowering your average cost to acquire new customers. It is there to fill the gaps when you, for example, don’t always win the bid of a Paid Search ad spot. It is also important because it is how Google and other search engines will evaluate your website and that can affect more than just your organic page listing spot.

Here are three key aspects that influence SEO:

  1. Core Web Vitals
    • To put core web vitals simply, it is mainly based on how efficiently your website runs. Google measures how quickly your content loads and how long it takes before a user can interact with a page after clicking into it.
  2. Mobile-First Indexing
    • This goes hand in hand with core web vitals, but in 2021 Google announced that it will be measuring the core web vitals based on your mobile site first, not your desktop version. This change came after research found that 55% of all web traffic starts on a mobile device.
  3. The E-A-T Concept
    • While the E-A-T concept is nothing new, it still plays a large role in your SEO ranking. E-A-T stands for Expertise-Authoritativeness-Trustworthiness. Google looks to see that the content on your site indicates expertise and knowledge. It is also looking at the security of your site. This was initiated by Google to help fight disinformation and misleading results in searches.

With the three key aspects in mind, you can help improve your SEO ranking. In short, a website that is resourceful, secure, and efficient will overall be better perceived by Google. Does it seem overwhelming?  We have SEO experts on our LOCALACT team that can manage this for you. Interested in learning more about SEO? Email us today at