Digital Marketing

Search, Engine, And Optimization: The Three Pillars Of Online Visibility

To some people, the words ‘search’, ‘engine’, and ‘optimization’ are curse words. They strike fear and anxiety into those who have perhaps had a bad experience with an inequitable “SEO agency” who sold them a dream of #1 rankings and woefully failed to deliver. However, despite what your past experiences may be, those three words remain as powerful today as they have ever been – particularly when it comes to online visibility.

In this article, we’re going to write about the three pillars of online visibility. Read on if you’d like to learn more about how these three little words can make such a huge impact for modern businesses today!

Search (aka your focus keywords)

Let’s kick things off with the S in SEO: ‘search’.

Given that organic search is typically the primary source of all website traffic, it’s important that modern businesses aim to put themselves on the proverbial map.

Of course, in order to achieve this, first you need to choose the appropriate keywords to focus on.

What are your ideal customers typing into Google when they are actively searching for the products or services that you offer?

Understand the intent behind your focus keywords and select a variety of high and low volume variations to implement into your SEO strategy.

These keywords are quite literally the ‘key’ to your long-term success. Without proper keyword research your online marketing campaign is going nowhere.

Get it right however, and you’ll be able to attract the right traffic, meet expectations, and start converting those clicks into customers.

Engine (aka the content you create & the links that you build)

Next up we’ve got the E in SEO: ‘engine’.

In this example, engine refers to all of the content that you create and the various links that you build. In other words, the fuel that powers your engine, driving your digital marketing efforts forward.

You can master your keyword research, however, without quality content to share – or indeed high PR links from reputable and relevant sources – you’ll struggle to move higher in the SERPs (search engine results pages).

However, if you take your time to strategize:

  • A content marketing plan.
  • A link-building campaign.

And you keep stoking the flames with quality content and even stronger connections, you’ll notice a big difference in your standing with Google.

Optimization (aka your on-page experience)

And finally, it’s the O in SEO: ‘optimization’.

Optimization, in this case, refers to your website and every other online platform on which your brand and business is present – and how you optimise it.

In SEO, one of the most important ‘pillars’ is the way in which you present yourself online.

  • How fast does your website load?
  • Is your brand identity made immediately apparent?
  • Are your Meta titles, descriptions, and image alt text on point?
  • Is your technical SEO sound?
  • Do you provide a quality on-page experience?
  • An intuitive internal linking structure?
  • How about your Schema markup?

The fact is, Google isn’t just looking for websites that have picked the appropriate keywords and written lots of quality content. In addition to that, they want websites that consistently deliver a positive on-page experience. Website’s that exceed all expectations, properly accommodate their users, and ultimately lead to a positive conclusion (e.g., money in your pocket).

Conclusion: Perfect the three pillars

So, if you want to crush the competition and become a strong contender in the online marketing arena, you must perfect the three pillars of SEO:

  • Search: nail your keyword research.
  • Engine: produce high-value, ‘people-first’ content and build a strong backlink profile.
  • Optimization: put your best foot forward, perfect your website, and deliver a superior on-page experience.

If you have neither the time nor the desire to handle all of the tasks involved with proper SEO, you can hire SEO services and let the experts take care of it on your behalf. Either way, if you want to be competitive in this day and age, you must get it done.


Writing has always been a big part of who I am. I love expressing my opinions in the form of written words and even though I may not be an expert in certain topics, I believe that I can form my words in ways that make the topic understandable to others. Conatct:

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