Jacek Michalski is an expert in marketing and SEO. He explains how SEO is your most important tool for website promotion. One of the success stories is Keno Online, a long-overlooked provider but has recently become more popular with SEO. 

There have been a few updates to Google’s algorithms and SERP (search results page). Big companies have taken hits to their organic traffic recently. Is SEO then still something in which you should invest in 2020? The short answer: definitely. With all the changes that took place, SEO is even more critical now. 

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Business woman’s hands typing on laptop keyboard

What is SEO?

If you’re new to digital marketing, you might not know what SEO stands for. The term that is so often used stands for Search Engine Optimisation. It’s a method of driving organic traffic to your website by making tweaks to your site to rank high in Google search results. Organic traffic is visitors that you don’t pay to visit the site. 

Why is SEO important?

It’s essential to rank high in search results since this drives the most traffic to your site. Paid searches only account for 5% of traffic to your site, while organic traffic is more than 50% of all visitors. 

There’s consensus among top marketers that SEO is the most critical website marketing tool in 2020. Many marketers believe that reaching their targets will be more challenging this year, with SEO being a useful countermeasure. This speaks to the importance of SEO and market value. 

Your Website

Customers Start Online

Studies show that most customers start their search online. Many of these customers will rate the business’s credibility from the quality of the site, with an impression made within seconds. Customers want an easily navigable website that has all the information for which they’re looking. Customers have an inherent belief that a website that’s high in the Google rankings is trustworthy and believable.

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Speak to Your Customers

While other marketing tools are essential, your website tells potential customers that you’re real and trustworthy. If potential customers can’t find your website, they won’t find the information they want. Quickly finding your website will help them use it to learn more about your business, what you offer, and potentially buy your product. Use your website as a marketing tool to tell your potential customers what they need to know. 

Use Analytics to Get to Know Your Customers

Google Analytics can be a useful tool to help you get to know your customers. By tracking what potential customers interact with on your site, you can make the site even better. 

SEO and Your Website

We’ve established that your website is an important marketing tool and that SEO is an integral part of website promotion. The world of SEO has changed a bit, and there a few things that can hurt your rankings. Make sure that your site has no spam links or too many sales links. Not only does this hurt your rankings, but it also hurts your trustworthiness. 

Copying content from other sources is also a big mistake. Google will penalise you, and your customers will lose trust in your information. Another problematic practise is stuffing your site with keywords. Keywords are essential, but you should use them carefully. 

An essential aspect of your site is whether it’s optimised for mobile. There are still many sites that you can’t access from your mobile device. Google updated its indexing for mobile-optimised sites in 2015 already. If your site isn’t mobile-friendly, you need to update it soon. 

Google penalises sites that have problematic practices that cause potential customers to lose their trust in websites. Make sure that your website has content that is valuable for potential customers. 


SEO is a crucial website marketing tool to drive traffic and, in turn, sales. In uncertain times, getting traffic to your website is more important than ever. Ensure that your site uses acceptable practices and if you’re not sure what to do, get an SEO expert in to help you.