7 Important Reasons Why Your Business Should Invest in SEO
Why Your Business Should Invest in SEO –
7 Important Reasons
You might be wondering why Search Engine Optimisation is so important, and why your business should invest in SEO. 7 key reasons include:
- Primary Traffic Source
- Local SEO Means Increased Engagement Traffic and Conversions
- Build Credibility
- Sustainable Brand Image and Growth
- SEO is a Long-Term Strategy
- Results are Quantifiable
- Customer Loyalty
The answer is simple – the digital market is huge, most people shop online, and there are millions upon millions of searches made every day. Whether your business appears in these rankings, and how far up the results you appear (the closer to the top the better) will largely depend on your SEO strategy, and how well it matches the needs of your business and the demands of your customers.
The Internet has changed the way that companies advertise and promote themselves. Old promotional adverts have largely been replaced by a focus on content that’s designed to inform and educate your audience and adds value to their experience. People want to be able to quickly and easily find answers to their questions and the products and services that are most relevant to their needs, and in some cases, geographic location.
Even video and audio searches depend on keywords and phrases to be indexed and offered as suggestions to the people searching – anything that customers are looking for needs to be accessible to search engines.
With so many products and services being easily accessible via searches and commands, your business can’t afford to fall behind in the digital marketplace, and that means you need content and an online presence that is optimised for Search Engines.
Anyone with a passing knowledge of what the search engines are looking for can configure their site to perform better but to really succeed and make the most of your online presence, you need to spend time, effort and money in developing the right strategy for your brand.
Google alone processes over 3.5 billion searches every day, so there is no doubt that ranking on a search appropriate to your product or service is going to get you seen, and drive more traffic to your business.
Compared to the costs of traditional advertising and some other online strategies, Search Engine Optimisation provides you with a cost-effective strategy that underpins the effectiveness of your online activities.
There are a number of other benefits to making your website and content optimised for search engines, here are seven reasons why it’s important for your business to invest in SEO:
Search Engines Are Responsible for Most of Your Traffic
93% of online experiences being with a search engine.
As you can see from this statistic, the overwhelming majority of online experiences start with someone conducting a search. Your online presence needs to be optimised to work with these search engines for your content to be shown to potential customers.
When a potential customer is looking for goods or services, they will search using various keywords or phrases – if your website and online content are deemed to match these terms, your pages will be shown in the results; the better you match your customer needs the higher you will rank, giving you greater visibility, trust and engagement.
Increase Your Engagement, Traffic and Conversions with Local SEO
SEO helps businesses of all sizes stand on a more equal footing across the global stage. When a search features a local brand next to a global one, the local business on the back of its SEO enjoys exposure beyond its normal geographic boundaries.
Local SEO helps to optimise your digital presence for a specific area, allowing customers to find you with the minimum of hassle. When Global Consumers narrow their focus onto local specialities, smaller and local businesses, who have carefully optimised their keywords and phrases, can gain additional popularity and exposure. Local SEO focuses on specific areas, this could be towns, cities, regions or even states and establishes a viable platform for your brand to message on a local level.
To promote this local SEO, you need to look at your website and its content, include local citations and links, and listings that are relevant to the location and industry your brand belongs to.
Increase the Genuine Credibility of Your Brand with SEO
One of the main goals of any SEO strategy is to establish a strong foundation for your online presence, to provide a genuine, enjoyable and effective user experience that can easily be found through web searches.
Establishing your brand as an authority takes time, effort, commitment and a decent budget. It relies on you offering a quality product or service that encourages customers to trust your brand and is matched by an online experience that reflects the true nature of your business and allows customers to engage where they want when they need.
Some of the elements that will help you establish your credibility and become an authority are:
- Quality back-links
- Page content and Elements that have been Optimised for SEO
- Machine-Learning Signals
- Positive User Experiences and Behaviour
To obtain better organic ranking and maximum visibility in searches, the User Experience plays a huge role in getting there. Search Engines such as Google have learned to differentiate between a favourable and unfavourable user experience. Quality SEO requires your user experience to be simple and easy – if your customers can’t find what they’re looking for, then your performance in the rankings will suffer as well as your potential sales.
When you rank higher in searches, it shows people that others have found your content to be relevant and useful – this will help your brand build trust and give consumers a more positive attitude towards your business before they even engage with you.
Promote a Genuine Sustainable Brand Image and Growth
Customers do their research – and using SEO properly will bring your products and services into the public consciousness; the more you’re seen by the right people in the right places, the more likely you are to convert this casual interest into new customers.
When your brand is seen often, and in a positive light, your reputation and Brand Image will grow as a result. When you provide your visitors with quality content, you not only improve your ranking in the search engines and increase traffic over time, but you prove to your audience that you are experts in your field.
The more you build your reputation and establish yourselves as the brand to trust, the more your authority will grow, and the better you will perform in the search rankings – allowing you to continue to reap the benefits for an extended period of time.
Your SEO is a Long-Term Strategy
Getting your SEO right is investing in the future of your business.
The techniques and tactics for SEO are constantly being updated and improved to keep pace with the way in which the digital world moves, and it’s important to follow trends and changes closely. But even a site that hasn’t been fully optimised will see an improvement from basic SEO practices being employed. However, the biggest benefits come to those businesses who’ve spent the time, effort and budget on a committed strategy that compliments their content improves the user experience and offers visitors value.
The more time you spend on getting your SEO right, the better and longer your website will stand as a contender in the results and your industry overall.
Not having quality content that is indexable can actually damage your business. Google for example, look at social media indicators and these are given a high level of importance in how your rankings perform. If your brand isn’t building a content profile that grows over time, these search engines will note the lack of movement and this factor will negatively impact your standing in the results they show querants.
The Right SEO Delivers Proven, Quantifiable Results
Before you start optimising your site for SEO, it’s important that you know what success looks like – this could be increased page visits, more sales, promotional and newsletter sign-ups, or new followers to name a few. Once you know what you’re going to be looking for, you can then decide on achievable targets and put into place the metrics and analytics you will need to measure them.
Being able to evaluate so many different types of data means that you can see exactly what is working and what isn’t. By carefully evaluating the information, you can create targeted advertising and marketing plans that are specific to your business needs and designed to improve your relationship with your customers.
This data-driven approach requires monitoring and maintaining, you can’t just set it and forget it, but the information you collect as a result can give you a full profile of your target customer, their spending habits, interests and needs; allowing you to target these areas specifically.
Between 80 – 90% of customers now check online reviews prior to making a purchase, and this number is only expected to increase as digital innovations make accessing the internet and information easier for customers. If you don’t have SEO in place, your potential customers will have a difficult time locating your products and services and will be more likely to go to a competitor instead. By monitoring and maintaining your efforts, you will be able to keep up to date with current and incoming consumer trends, evaluate the sentiment towards your brand, and ensure that your advertising and marketing strategies are refined to make the most of this information, putting your brand in a position of strength, authority and recognisability.
Successful SEO Highlights and Promotes Customer Loyalty
SEO Marketing is fundamentally different to traditional advertising strategies. Your potential customers may not start out specifically looking for your product, but when they conduct their searches and find you in the results, if you’ve built a positive reputation and show authority in your industry, you will attract their attention.
This builds customer loyalty, and if you provide the service or product that they’re expecting, they will be more likely to remember you for their future needs and tell their friends and social peers about their experiences.
85% of people trust online reviews as much as personal recommendations
By optimising your SEO and showcasing the best your brand has to offer, you will increase your customer base, recommendations, reputation and repeat custom.
SEO is critical to the success of your online presence, and as available data and more brands take up the practice, this is only going to grow and become more important. Increasing the quality and strength of your SEO is beneficial to the future of your brand when it comes to public awareness, reputation, industry authority and making sales.
Why Your Business Should Invest in SEO
You must optimise your SEO if you want your brand to succeed. Your competitors will be forming their own SEO strategies and optimising their content to perform better online, if you aren’t making an effort to rank on search engines, or maintain the rank you currently hold, you will be over-taken, over-shadowed and fall out of view.
Search Engine Optimisation is one of the most important components of your digital strategy, and it will impact your branding efforts, the success of your marketing and advertising strategies, and influence how your brand is perceived online. You cannot leave something so important to chance or make a half-hearted effort – your SEO needs to be optimised when it’s put in place, then it must be monitored and maintained so it remains effective over time.
With the way that search engines and associated technology (such as voice search) are developing, it’s clear that SEO is going to become more and more important, and although the techniques will continue to evolve, they will remain successful and build the strength and profitability of your business.
SEO is an investment in your business and its future – giving you solid foundations to build from that will create long-term value for your website, social channels and over-all online presence that will continue to grow and strengthen over time.