• Jitka Kratochvílová

What is SEO & why is it important

SEO (Search Engine Optimization) is made up of multiple methods, that make your website more visible in search engines. So that an answer to a specific question will appear in a higher position and more frequently.

We often talk about SEO in connection to search engines such as Google, Yahoo!, Bing etc. However, search engines can be optimized also elsewhere, for example on social media, using keywords, hashtags or tags.

In general, the combination of SEO optimization is not used quite correctly, which ultimately duplicates the optimization. Therefore, we recommend saying just SEO or optimization of search engines.


In order to avoid any confusion about the correct definition of SEO, the abbreviation SEM has been added in the recent years (Search Engine Marketing, also known as Search marketing). This type of marketing combines SEO and PPC (Pay Per Click) advertisements and is proving to be one of the most effective forms of advertising on the internet.

While with PPC advertisements you pay for each click on your site (and the cost per click may not be low, especially during the holidays), the clicks that are brought by SEO are free. (Although, to be completely honest, SEO isn’t entirely free of cost. A really good SEO analysis of your site also costs something.)

Why is SEO important

Search engine optimization of web content is a complex, professional ability. It begins with a thorough SEO analysis that may reveal a number of shortcomings, such as:

  • Unclear product URLs

  • Lack of keywords in texts

  • Poor work with headlines

  • Irrelevant meta descriptions of sites

  • Blank alt picture texts

  • Unoriginal and duplicated texts

  • And many others

As you can see, SEO is proof that the devil is in the details. Because, often the minor mistakes cost you a better position in search engines. It takes a lot of knowledge and tools to be able to remove them all.

From experience, we know that a vast part of SEO analysis don’t lead to end results, precisely for being so extensive. For that reason, at Behavee we deliver SEO (and UX) analysis in regular tips that give you time to apply these recommendations into practice. If you’re not up for an in-depth analysis, you can use the SEO tool, which is a part of the Behavee platform and will alert you of the crucial shortcomings of your website. You can also read about how we deal with SEO in Behavee.

Why SEO matters for the search engines

The goal of search engines is to provide the most accurate and useful answers to users’ questions. This is why they favor sites that are evaluated as trustworthy and helpful. Typically, sites that are:

  • Optimized (hence SEO)

  • Are „live" and updated (for example, thanks to a blog or news section)

  • Their pages are linked, linking to external sites and ideally having external sites linked to them (however here we get to the topic of link building)

On the other hand, search engines can rank your website as untrustworthy and penalize it for unfair practices (such as the so-called keyword stuffing), copying texts from other sites, etc. Search engines are constantly changing the requirements to which they evaluate the usefulness and credibility of the site. SEO experts follow these trends and are able to provide up-to-date recommendations and suggest specific changes. You simply need to place them on your site.

Final tips

When it comes to SEO, try to look at your website as a search engine. Is it useful to people? Does it tackle their needs? Can they easily get around? Will they find useful and original information? When you create a website that is useful to people (and tweak details based on SEO analysis), it will be acknowledged not only by search engines, but primarily customers. At the end of the day, that’s what it’s all about.


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