SEO, when it forms a part of your marketing policy and if properly implemented, can be a profitable strategy. And the best part? It is inexpensive as well. Almost all marketers are aware that after spending a few bucks, one can feature on the top of Google’s Search Engine Results Pages (SERPS). This technique is called using Pay Per Click (PPC) marketing. A common example of PPC is Google Adwords. All you need to do is, offer a bid to Google and if your bid is accepted, your ads will be on the first page on the search engine. While this is beneficial. You may ask the question: why invest in SEO at all? Can’t we just invest in PPC?
Well, the current generation of internet users is smart. They know that you made a payment so as to put your ad on the first page. It’s pretty easy to notice this as well. The icon that appears at the side of paid advertisements prove that you have invested in PPC. Sometimes, users may not take this as a good sign. For long-term effectiveness, you are recommended to concentrate on your SEO efforts. In fact, it should be a part of marketing strategy. Let’s explain why.
SEO is Important for Branding
People perceive first-rankers on Google as reliable and trustworthy. Google uses a host of algorithms to rank brands and a website that passes these tests is considered to be popular and valid. So, as a marketer, you can take advantage of this perception to boost your sales. It will help you reap immense benefits in the long run.
Ranking on top is not very difficult if you follow the right steps. Of course, quality is important. But the ability to choose the right keywords is necessary as well. You need to enter the mind of the readers and second-guess the exact phrases that they use to search for products or services offered by your website. A variety of content also helps in exposing your website to multiple potential leads.
Good SEO Generates Website Traffic
Having a visibility on Google’s first page opens up your website to many potential visitors. Several of these readers may not even have heard of your brand but they simply visit your site from Google. People can land up on your webpage after searching for different combinations of keywords — that lead to your products or services. Therefore, your SEO specialist should be well-versed in keyword research. S/he should be able to identify the phrases normally searched by users. Only then, you will be able to optimize your website.
SEO Generates High ROI
What is the final goal of your marketing strategy? The answer is usually increasing revenues and converting leads. Search engine optimization generates high volumes of traffic, which, in turn, holds the potential of conversion. When a customer searches for a certain product, s/he is already a target. Because of this, SEO marketing can easily bring a high return on investment. Improving SEO and increasing its organic presence should be given the maximum priority while making your inbound marketing strategy.
SEO Enhances the Trust Quotient
The ultimate goal of any well-constructed SEO policy is to build an efficient website that offers an effortless user experience. Your page should be easily featured in search results. This also increases your brand’s credibility and trust factor. An effective SEO strategy should include quality backlinks, machine-learning tools, and optimized content. However, you should remember that building authority takes time. You cannot expect instant results. Moreover, trust is also built when you ensure that your customer receives the best products and services. They must also have a good user experience for the long-term success of your organization.
Local SEO Is Beneficial for Your Website
Currently, a huge chunk of website traffic comes from mobiles. Hence, local search is an important element for the success of small- and medium-scale businesses. Local SEO leads to optimization in and around a specific area. In other words, it is more localized — catering to the search queries in specific towns, cities, regions, and states. SEO professionals achieve this by optimizing the website and its content, incorporating local citations and backlinks, and including the brand in local listings. One can start local SEO by optimizing the Knowledge Graph, Google My Business, and social media handles. Of course, user reviews play a significant role here. Featuring on Yelp or Angie’s List can go a long way in securing the success of your company.
SEO Affects the Buying Cycle
Modern customers primarily use the internet to do their research. SEO techniques can be used to attract the savvy buyer by targeting him with messages about good deals, products, or services. This ends up impacting the buying cycle. When people search for any of their requirements, the respective brands must be visible. Local SEO increases visibility and compels buyers to give a thought to your offerings.
SEO Strategies Are Always Evolving
SEO cannot be a short-term strategy. You need to evaluate it on a continual basis. Otherwise, there is no scope of improvement. The search world is always evolving and you need to monitor the changes in order to stay on top of Google’s search results. You have to stay ahead of your competition and this can be only achieved when you are aware of the major algorithm changes. Yes, Google frequently alters its algorithms and if you do not stay updated, you will fall behind in no time.
Wrapping it Up
The World Wide Web is dynamic and as we said, a good SEO strategy should be able to quickly adapt to the changes in Google. Having a deep understanding of the internet and being aware of the tactics used by your competitors are essential elements of your SEO policy. And as we already mentioned, SEO is cheaper in comparison with other digital strategies. Moreover, whatever little you spend is a business investment. Good SEO implementation will offer you benefits in the long-term and you should start noticing its effects within the first year itself!