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The importance of SEO in Google results is comparative to the importance of bait when fishing, without good bait you’re unlikely to catch any fish. Digital marketing is a lot like fishing for customers in a vast ocean, an ocean in which there’s a whole bunch of competing bait to distract them from biting yours.

The value of SEO in Google search engine results pages, or SERP’s, cannot be overstated. Successful optimisation means that a website and its content have been tailored so that the search engine ranks it highly for relevant keywords.

SEO in Google search results is characterised by optimisation factors that the search engine algorithm looks for. There is a whole spectrum of ranking factors that SEO in Google practitioners utilise in order to boost the online visibility of a website.

Let’s take a look at some of the key factors that influence the importance of SEO in Google search results.


For the importance of SEO in Google, backlinks are one of the primary ranking factors that digital marketing practitioners utilise to their advantage. At the fundamental level, a backlink is a vote of confidence in a website, telling the search engine that said website is authoritative and valuable.

Backlinks are only as good as the domain they are hosted on, which is why the value of backlinks for SEO in Google is very much determined based on the sincerity of their use. A backlinking strategy where a website link is spread across several low authority domains is frowned upon by search engines which can identify spam-laden, low quality domains.


For the purposes of search engine optimisation, keywords are one of the primary battlefields on which the success of a website is decided. Keywords are the most fundamental means by which a search engine algorithm sorts the immense amount of websites on the internet.

In more rudimentary versions of the search algorithm, the mere presence of keywords was enough to get a sight ranked highly. This led many practitioners to exploit the relevance of keywords by “stuffing” them into a webpage’s content.

While the influence of keywords on SEO in Google results has changed dramatically over the years, it remains a part of even the most nuanced optimisation strategies. Keywords, however basic they may seem, are indicators of subject matter and are always going to be important to the way in which a computer system categorizes content.

The fact that keywords for SEO in Google results show up in bold is indicative of their importance to the search algorithm. Google clearly cares about serving the most relevant results to the key words and phrases that a user implemented to carry out their search.

Content quality

As the search engines that rank websites get smarter, so does their appreciation for linguistics. The more robust, in-depth and literarily developed a page’s content is, the higher it will perform in search results pages.

Increasingly, search engines have placed higher value content that covers as much detail on a subject matter as possible. This is contrary to previous optimisation strategies wherein an individual page for one area of a subject would be highly developed.

Now, more than ever, a single page covering all areas of a topic will perform better in search results than a bunch of individualised pages. This encourages websites to have all-inclusive pages that detail, in-depth, everything that a search user could want to know.

While the importance and manner of this tactic changes with different subjects, products and services, it is still essential in contemporary optimisation. Overall, the quality of the content must be superior to its competitors in both style and substance in order to appease the search engines.