It has become almost common knowledge that business need Search Engine Optimization (SEO). SEO will improve your website’s overall visibility. Other than that, what real value does it offer? What makes SEO so vital to your online success?
Regardless of industry or business, SEO is the most valuable tool a business can use to take their brand to the next level. Below are some explanations of techniques and practices when implementing SEO.
Organic search is an integral part of your business’s website performance and a component, to convert visitors to buyers. Google owns the lion’s share of the market while Yahoo, Bing, and countless others are fighting for what is left over. While the 2nd and 3rd tier search engines have a fraction of the traffic, it doesn’t mean they can’t contribute to your visibility. They still account for 25% of the market and can be valuable to your brand as well.
Google is the top ranked website in the world, is the most popular email provider and owns the second most popular search engine, YouTube. Users around the globe are accessing Google every day for information.
Organic Search will help you become a trusted resource for search engines. Quality SEO together with a well designed and built website will help you get your brand there.
Trust and Credibility
SEO establishes a solid foundation for a quality, well designed website that provides the user with a great experience. Trust and credibility of your brand rise when your content is easily discover-able in search engines.
Google uses many elements to determine the quality of your site. Authority is accrued over time by building quality backlinks, positive user experience, optimized page elements and content. Establishing authority for your brand not only takes time, patience and effort, and commitment, but also relies on you offering a quality product and service that allows customers to trust your brand. Like the real world, it is impossible to establish this overnight.
Improved User Experience
Giving your users an optimal user experience will improve your organic rankings and raise your visibility. Google has determined what is and what is not a favorable experience and they use it as a pivotal element to your website’s success. Your customers want what they are looking for, if they struggle to find it, performance will suffer.
Google gives us the best example of how to build a strong user experience. By offering their users the information they are searching for in fewer clicks, they have become more of an ‘answer” engine, delivering the sought after data directly on the results page.
As mobile devices continue to dominate the makeup of Internet traffic and search, local search has become increasingly important to small and medium sized businesses’ success. Local SEO allows you to be more visible in a specific vicinity, users can find you quickly and easily bringing them closer to converting to your customer.
By focusing on specific towns, cities, counties, regions and even states, your brand can gain authority over much larger brands on a local level. Optimizing your content, including local citations and backlinks in addition to local relevant listings to your location and business sector can achieve this.
Some of the key elements to promote engagement are Google Business listings, Social Media Profiles and user reviews on Google. Additionally, backlinks from other industry specific review sites will add authority to your site.
Reduce Sales Cycles
Your customers are using the Internet to do research prior to making most of their purchases. From the buyers perspective, it is one of the biggest advantages. Relaying your messaging for great deals, new products and services and the dependability of your offers using SEO tactics s a game changer.
SEO has a high impact on the buying cycle in a positive way. Brand visibility is tantamount when people are in buying mode and by providing the information and answers they need will bring them closer to a transaction.
Implementing SEO tactics on your website and across your digital properties is one of the best investments you can make. Short term engagements, and not re-evaluating the site consistently will lead to constant roadblocks.
Search is evolving constantly, as determined by Google, and you need to consistently stay ahead of their changes as well as your competition (hopefully on page 1). Algorithim changes need to be monitored proactively to maintain the benefit to your brand. Google is making thousands of changes to their algorithm, if you fall behind, coming back can be extremely difficult.
SEO costs money. Its absolutely worth it though, right?
SEO is relatively cheap and the ROI is considerable in terms of brand benefit and profit potential. SEO needs to stop being treated as a marketing cost and rather as a business investment.
Quality SEO implementation will benefit your business and brand for years to come. Like a garden, it will only become better and better with a little more attention..
Long Term Strategy
SEO can (and hopefully does) have a noticeable impact within the first 60-90 days of implementation. The big benefit is that many of those actions will have an impact that lasts more than several years.
You will need to continue to follow the the trends and keep your site and content relevant. But even a site that hasn’t had a ton of intense SEO implemented will improve from basic practices. An honest website with quality content that provides a good user experience will always perform well.
SEO isn’t magic. The more time, effort, and budget that is committed, the better and longer your website will stand up to your competitors.
Organic SEO doesn’t offer the simplistic ROI that paid search provides. However, with proper tracking and analytics, you can measure almost anything. Where the problem lies is in connecting the dots and understanding the connection between all the actions taken.
Good SEO is going to aim at specific improvements and perform actions that have a predefined effect, so connecting the dots becomes less a guessing game.
As a client, you need to understand where you are, where you were and where you are going with your SEO strategy. There’s no better way to show the success of SEO than through the numbers, the data never lies.
Quality SEO is consistently looking for ways to have your potential clients find new ways to find you. High-quality SEO is discovering and leveraging new opportunities for your brand to, not just be discovered, but to shine.
Opportunities come from understanding. The better your brand is understood, the better opportunities you will have to thrive.
SEO is in the same situation. Once your understand that SEO isn’t smoke and mirrors, there is no magic, its just good old fashioned work, you can utilize it to its full potential.