14. Conclusion

The importance of search engine optimization is primarily the fact that it improves the visibility of your website. In modern business, visibility is everything if you want to go ahead. People have to be able to find you and this is not an easy task, having in mind the number of competitors, i.e. those who want to be positioned for the same keywords. 

When you understand the importance of visibility, you will be able to understand how this reflects to your business. Starting from the number of visits to your website, which is the first to improve once you increase visibility, you will see how other aspects of business are affected, such as sales, reputations, etc.

If the opportunities SEO offers are missed out on you will be missing on significantly in terms of the three factors – publicity, exposure and revenue.

What you need to have in mind is that search engine optimization is a long-term work, which might need months to show any signs of improvement. There are no instant solutions and tools that can help you get immediate success, regardless if anyone says otherwise. Despite the time necessary to invest in working on SEO, the results are more reliable and long-lasting.

The tools we recommended in this book are some of the most frequently used tools that can aid with different tasks, which are part of SEO, starting from keyword research, to website analysis. There are plenty of other tools, both free and paid, and the new ones being developed at this moment, so feel free to explore and find the tools that you find easy to use and that can really assist in the tasks you are about the perform as a part of SEO.

Lastly, since the internet has become such an expansive and competitive virtual arena, getting the most out of the possibility a search engine provides is a systematic, tactical and precise endeavor.

And that is why it is something that needs to be learnt and perfected – which brings us to the conclusion that search engine optimization is not only a recommendation for the modern business, but it has become a necessity if you want to run a successful online business. Over 3 billion people use internet, and this number grows each year, as you can see on the chart below, which makes it a significant portion of people worldwide, and if you want to reach them, one of the best ways to do so is to optimize your website in order to maximize the chances of people finding you.



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