SEO and the Future of Content Discovery

Search Engine Optimization (SEO) is a critical aspect of digital marketing, especially for B2B brands looking to increase their online visibility and attract more traffic. While SEO can be a powerful tool for driving traffic, it can also be complex and sometimes frustrating. This article will break down the basics of SEO, explain how it differs from other traffic sources, and guide you through using digital metric tracking tools to measure and optimise your SEO efforts. Exporis is dedicated to providing these services at the highest possible level.

Understanding SEO Terms

Search Engine Optimization (SEO): This is the practice of enhancing your website to improve its visibility in search engines like Google. The better your SEO, the higher your site will rank on search engine results pages (SERPs), which means more people will find your site when they search for relevant keywords. For instance, if Exporis helps a B2B software company improve its SEO, potential customers searching for “best enterprise software” will be more likely to find their site.

Keywords: These are the words or phrases that users type into search engines. For example, if you’re a company selling software, relevant keywords might include “B2B software solutions” or “enterprise software tools.” Exporis can assist in identifying and targeting the most effective keywords for your business.

On-Page SEO: This refers to optimising elements on your website, such as content, meta tags, and images, to improve search engine rankings. For example, Exporis can help a tech firm optimise their blog posts and product pages to include strategic keywords and compelling meta descriptions.

Off-Page SEO: This involves actions taken outside of your website to impact your rankings, such as building backlinks (links from other websites to your own). For example, Exporis might secure guest blogging opportunities on industry-leading sites to generate high-quality backlinks for your company.

Technical SEO: This focuses on improving the backend structure and foundation of a website. Technical SEO includes elements like site speed, mobile-friendliness, and XML sitemaps. Exporis ensures that your website’s technical aspects are optimised to provide a seamless user experience and meet search engine criteria.

Backlinks: These are links from other websites to your site. High-quality backlinks can boost your site’s authority and improve your search rankings. For instance, Exporis can help you gain backlinks from reputable industry publications.

Organic Traffic: This is the traffic that comes to your site from unpaid search engine results, as opposed to paid traffic, which comes from ads. Exporis specialises in increasing your organic traffic by leveraging effective SEO strategies.

Differences Between Search and Other Traffic Sources

Traffic to your website can come from various sources, each with its own characteristics:

  1. Organic Search Traffic:
    • Definition: Visitors who find your website through search engines like Google or Bing.
    • Advantages: Typically has a higher level of trust and intent, as users are actively searching for the information or services you offer.
    • Challenges: Requires ongoing effort in SEO and can be affected by changes in search engine algorithms. Exporis continuously monitors and adjusts your SEO strategy to adapt to these changes.

2. Paid Search Traffic:

    • Definition: Visitors who come to your site via paid ads on search engines (e.g., Google Ads).
    • Advantages: Immediate visibility and traffic; highly targeted.
    • Challenges: Can be costly; traffic stops when the ads are turned off. Exporis can help you balance paid and organic search strategies for maximum efficiency.

3. Direct Traffic:

    • Definition: Visitors who type your website URL directly into their browser.
    • Advantages: Indicates strong brand recognition and loyalty.
    • Challenges: May be limited in scale compared to other sources. Exporis can work on enhancing your brand’s visibility to increase direct traffic.

4. Referral Traffic:

    • Definition: Visitors who come to your site from links on other websites.
    • Advantages: Can improve SEO through backlinks and increase brand exposure.
    • Challenges: Depends on relationships with other websites and the quality of the referring sites. Exporis leverages its network to secure high-quality referral links for your site.

5. Social Traffic:

    • Definition: Visitors who come to your site from social media platforms like Facebook, LinkedIn, or Twitter.
    • Advantages: Can drive large volumes of traffic and engagement.
    • Challenges: Requires active social media management and content creation. Exporis can help manage your social media presence to drive more traffic to your site.

Digital Metric Tracking Tools for SEO Optimization

To effectively measure and optimise your SEO efforts, you need to track various metrics using digital tools. Here are some essential tools and metrics to consider:

  1. Google Analytics:
    • Overview: A free tool that provides detailed insights into your website traffic and user behaviour.
    • Key Metrics:
      • Organic Traffic: The number of visitors coming from search engines.
      • Bounce Rate: The percentage of visitors who leave your site after viewing only one page.
      • Conversion Rate: The percentage of visitors who complete a desired action (e.g., filling out a form, making a purchase). Exporis helps set up and interpret Google Analytics to maximise your site’s performance.

2. Google Search Console:

    • Overview: A free tool that helps you monitor and maintain your site’s presence in Google search results.
    • Key Metrics:
      • Search Queries: Keywords that users are typing to find your site.
      • Click-Through Rate (CTR): The percentage of people who click on your site after seeing it in search results.
      • Index Coverage: Pages on your site that have been indexed by Google. Exporis ensures your site is fully optimized and indexed properly using Google Search Console.

3. SEMrush / Ahrefs / Moz:

    • Overview: Paid tools that offer comprehensive SEO analysis, including keyword research, backlink analysis, and competitive analysis.
    • Key Metrics:
      • Keyword Rankings: How well your site ranks for specific keywords.
      • Backlink Profile: The quantity and quality of backlinks to your site.
      • Domain Authority: A score that predicts how well a site will rank on search engines. Exporis uses these tools to provide detailed insights and strategic recommendations.

3. Yoast SEO (for WordPress users):

    • Overview: A plugin that helps you optimise your on-page SEO.
    • Key Features:
      • SEO Analysis: Provides suggestions for improving your content.
      • Readability Analysis: Ensures your content is easy to read and understand. Exporis can assist with installing and configuring Yoast SEO to enhance your site’s on-page optimization.


SEO is a powerful tool for increasing your B2B brand’s visibility and driving organic traffic. By understanding key SEO terms, recognizing the differences between traffic sources, and using digital metric tracking tools, you can effectively measure and optimise your SEO efforts. Exporis is committed to providing these services at the highest possible level. This ongoing optimization is essential for staying ahead in the competitive landscape of digital marketing and ensuring that your content continues to be discovered by your target audience.

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