SEO or Search Engine Optimization is not always the easiest concept to wrap your head around. You want your website to come up when someone Googles you or your industry, right? That is why you need SEO.
Where your website sits on that long list of search results depends upon how relevant the search engine deems the page to be for users. However, because a search engine cannot see or understand a web page to the extent that a human can, we implement SEO strategies to ensure that your website is both user and search engine compatible.
SEO is an extremely crucial element of any marketing strategy, here are five reasons why:
- People use search engines, a lot
No matter what youre looking for, Google (or your preferred search engine) is usually your first stop. Not sure where to go for dinner, Google it. Looking to buy a new car, Google it. Wanting to stay in a nice hotel with good reviews, Google it.
People rely heavily on search results to point them in the right direction, with somewhere between 80 and 90 per cent of people checking online reviews before purchasing a good or service. As such, SEO plays an invaluable role in the modern research and buying cycle.
Search engine users place their trust in the results and reviews found on search engines. The vast majority are likely to choose one of the top five suggestions produced by a search. If your business has successfully implemented SEO, not only will you appear near the top of search lists, users are more likely to trust your website and business.
- SEO directly correlates with user experience
In determining SEO rankings Google now uses Rank Brain, which is programmed to think like a human as much as possible. Hence the better your website and content are for users, the better you will rank. This is a win, win situation. SEO is no longer about throwing as many keywords as possible into your website and hoping Google will pick them up. It is increasingly about optimizing the user experience through compelling content which in turn will gain more users. You see where this is going?
Sure, you still need to ensure that your content is on topic. Keywords and phrases are still imperative and you do need to incorporate them into your content. However, it is just as important to create content that is interesting and engaging for your audience. This is how you should be writing content and copy anyway.
Continuing their focus on user experience, search engines are now penalizing sites that do not have a mobile site. Given how quickly mobile browsing is taking over the world, this is a natural progression and search engines know it. So if we think logically, what else are users increasingly interested in? Unique images? Voice search? Video? Invest some time working out exactly what it is that your users want and make sure that you are employing SEO strategies when creating this content.
- It is a good investment
Investing in SEO is one of the best digital marketing activities for long term ROI. Because it has the least amount of incremental costs, SEO provides your business with the highest long term conversions. By taking the time and investing in optimizing your digital strategies, SEO can help improve all of your business goals and create long term, sustainable results. Improving your SEO is no easy feat and it does take time, effort and money, but once you are on top of it the you will begin to see returns that no other marketing activity could provide.
- SEO plays an essential role in integrated marketing
Implementing an integrated marketing strategy is the best way a business can look to market itself in the digital space. Meaning, marketing activities need to work together across a number of platforms such as branding, social media, mobile, website, blogging, SEM and SEO. This is of the utmost importance when it comes to SEO because social media and other marketing strategies actually improve your SEO. Content sharing by both your business and users directly influences SEO. Emerge your brand in the digital world. Formulate a strategy to get your users involved in and talking about your brand. Google listens when they talk.
- Your competition is doing it
It might be tempting to put SEO into the too hard basket and pretend it doesnt exist, unfortunately chances are your competition havent done this. If your competitors are selling the same thing as you and they are using SEO, its more than likely that customers will end up on their site.
On the flip side, really taking the time to understand and invest in SEO can put you ahead of your competition. Ever heard the saying, Anything you can do, I can do better? Make this your SEO mantra.
Neglecting SEO can have some serious consequences for a business. In the worst case scenario your website may even be invisible to search engines. Here at Digital Glare, we can make sure that your business isnt wearing an invisibility cloak when search engines go looking for you.