What is a website? A website is, at the end of the day, a series of pages with content.  All of these pages are connected to each other through links on each site. Editing content within each page, making sure the links are strong, and encouraging others to link back to the pages on your site helps your rankings in search engines. To put it simply, the higher the number of websites talking about your site, the higher your page will show in search results.

This is the process known as SEO or Search Engine Optimization.

At the heart of this process is generating organic traffic to any website.  Organic traffic, as the name suggest, is the natural traffic that any site receives.  When end users find websites through the natural course of searching for products, services, information or entertainment, it generates organic traffic.

Website owners know the importance of creating websites that are visible to all search engines. They know that if they land in the good graces of search engines, it will result in high volumes of organic traffic to their site.  An increase in the number of visitors to their website means that they are beginning to rank for more keywords that are important to their product or services.   The ultimate result of landing on Google’s’ 1stand 2nd pages of search results, is considered a badge of honor for any website.

With new methods of generating local organic traffic, come different ways of creating websites. These sites have a well crafted funnel, they look appealing on all devices and follow all best practices as laid out by major search engines (depending on which one you are looking it up in).  Local SEO is becoming vital for generating local traffic.  When people in your community find you on the first page of their search results, they are more likely to purchase from you as opposed to a company that is far away.

To make things more interesting, let’s make one of those to be a website for your small business. You have a website that sells shoes at a local brick and mortar store in Kissimmee, Florida.   We will call it Feet First.  Your main product to sell are blue suede sneakers.  You go through the trouble of creating a special page on your website dedicated to blue suede sneakers.  On this page, you provide every single detail about these beautiful shoes, including the type of shoelaces.  You have used every keyword in your page that is related to blue suede shoes and shoes in general.

The second website is Zappos’s website.  They have the same  shoes and have a page dedicated to the same shoes.  They have included all the important information about the shoes just like your page.  They may even have eliminated some of the vital information that you included on your site.

In every way, your page is superior to their page.  However, when someone searches for blue suede shoes in Google, guess whose page shows up on the first page of the search results?  Yes, you answered correctly.  Zappos! What is worse is that you have people who live a few blocks from your store and they are purchasing the same product from Zappos.  Chances are they don’t even know that your store exists.

So, why does Zappos show up before your site even though you have a better page?  There are many local SEO factors at play here:

1) Zappos has more people talking about their site

2) They rank higher for keywords that are frequently being searched.

3) They have paid promotions

3) They have a great mobile friendly site

4) Their website has been around for a long time and it might be set to expire a decade in the future