SEO, or Search Engine Optimisation, has left many business owners feeling confused. Some feel it’s millennial nonsense, most think it’s a code that only those with inside knowledge can crack. But neither are correct. SEO is both accessible and highly advantageous to every business owner. So, what is it?
SEO involves optimizing your webpage and content in a way that appeals to the strict standards of search engines (let’s be honest – Google), giving you a high ranking in organic search listings. But, why is this important?
Why You Need SEO For Your Business!
With 5.5 billion Google searches performed every day, or 63 000 queries every second, standing out in 2020 is crucial to avoid getting lost among the digital noise. SEO solves this problem by increasing the visibility of your online content for certain keywords on search engines (yes you, Google). Crafting SEO content practically begs Google to make it a top result on the coveted first search engine results page (SERP), a position that rakes in 67.60% of all click-throughs. Essentially, if your content is about the latest Apple update, you want it to be presented as a top result for everyone who searches for the key phrase ‘latest Apple update’.
But, why? The overall purpose is to increase the quantity and quality of traffic by ranking your content high up within the unpaid, organic listings section. Here users will find the most relevant search results that match their query. This is exactly where you want to be. It shows Google considers your content as a trusted high-quality resource, building trust and credibility with users. This is amplified by the beautiful website design and smooth-sailing user experience inevitably created by SEO tactics. In fact, Google’s reputation relies on providing quality, relevant content with efficient user experience in seconds – so, that’s what they’ll rank highest.
How SEO Will Revolutionize Your Business
SEO involves some of the cheapest, yet most effective, marketing tactics of today. It also provides one of the highest ROI, making it more of a long-term business investment than a marketing cost. It involves simply following an inbound marketing recipe to optimize your website to meet Google’s standards and rank higher in the long-term. Using inbound marketing allows you to market your offerings to a targeted audience that are already searching for your products and services. You don’t need to convince them that they need what you offer, rather that your brand is the right choice to buy them from. The higher your organic rank, the more credible you seem, the more clicks, traffic, genuinely interested leads, and conversions you’ll receive.
By using SEO to increase your rankings in SERPs, you are increasing your brand’s visibility and discoverability. Ranking higher for multiple different keywords relevant to your business will result in your page regularly being present in top positions on SERPs. This increases your reputation, user familiarity and positive conversation around your brand, making it much more popular. The ability to recognize your brand as a credible industry leader will allow your brand to hold space across many channels. Users are more likely to engage, transact and share across social media. This way, your brand will expand through social promotion and recommendations, the most trusted sources of information.
Implementing a marketing strategy holds no value without the ability to see what is working, what isn’t working, and how you can leverage that information to improve your bottom-line. If you can measure something, you can improve it. Luckily, SEO is quantifiable, meaning you can measure your successes and failures, and how you got there. Having such feedback is crucial to presenting results, improving your efforts and ensuring a high ROI by strategically allocating resources. But you need hard numbers and metrics to do this.
Using your preferred analytics tool, you can track multiple key performance indicators (KPIs) to measure your success. Some of the most important and valuable metrics to track for reporting are:
- Keyword rankings
- Returning users
- Average time on page
- Organic search traffic
- Pages per visitor
- Bounce rate
You can also use some of this data to get insight into your customers. By tracking your traffic and customer interaction pathways, you can see what worked for them and what didn’t. This will inform your decisions when improving the optimization of your page to better suit what they need and want. Your website may be yours, but it still needs to appeal to your target audience in order to successfully convert leads and increase sales.
It’s no secret that SEO is crucial for the success of any business in this online world. But, it takes much more than just employing the basic strategies to ensure this success.
Contact us at BRANDiT Marketing for specialist consultations and insights into SEO marketing to take your brand to the top!