Why is Search Engine Optimization Important to a Business?
Search engine optimization, often abbreviated as SEO, refers to the variety of techniques that Internet marketers use to make sure a certain page ranks highly on a search engine results page (SERP). In other words, the aim is to ensure that if a person using Google (or other search engines, but Google is the most-used with an incredible 1.17 billion searchers compared to Yahoo’s 292 million ) types in a search related to the product, service, or content your website is offering, your site will be one of the first things people see. The websites which appear higher on the list of search results (the SERP in Internet marketing terminology) will get much more traffic than those further down the page, or on the second page of results. Studies have confirmed this, showing that around 91 % of searchers will not go the second page. But it’s also just common sense that this would be the case; no one really wants to take the time to scroll through tons of results to find what they’re looking for!
For all the reasons listed above, it’s so important to make sure your website is optimized for search engines. In 2017, SEO is more crucial to a successful marketing plan than ever. Consider how many people use the Internet as the first resource to search for a local business or service. With the increased popularity of mobile phones, this number has increased dramatically. According to a survey from the website Search Engine Land, around 85 % of potential customers used the Internet to try and find local businesses. Around 80 – 90 % of consumers will look at online information before making a purchase. As the Internet becomes more and more important in our daily lives, we can only expect these trends to increase; therefore, it’s crucial that your business has a strong presence on the Internet. One of the most significant reasons for this is that if your business does not fill up these spaces in Internet marketing, then you can rest assured that your competitors will. If you relegate your business to the pre-digital age by not entrenching it on the Web, potential customers will follow suit and leave your services in the past as they move on to search engine optimized businesses.
Links which rank higher on the page are also more likely to be trusted. If a person types in a few different words or phrases (called the keyword or keyword phrase in the realm of SEO) related to your business, and your page comes up multiple times, it makes you seem like an authority in the field. Besides that, there’s the added bonus this frequent appearance has of making the name of your company or brand stick in the minds of people who would be interested in what you have to offer. Some advertisers will pay Google to make their websites automatically appear at the top of the page in a method called “pay-per-click” (PPC) but these are obviously paid for and many searchers will automatically distrust them; what’s called “organic” SEO (the natural results of a Google search) is still the most important bedrock of your online presence. There are many techniques used to help your page rank highly beyond just keyword optimization, such as link-building (Google rewards incoming links from other, high-quality websites).
Advantages of Internet Advertising over Traditional Advertising
Internet advertising has quite a few advantages over traditional advertising. Here, we’ll discuss three of the most important ones. The most obvious of these is that only people who are interested in what your business or service is providing are going to stumble across your page – the nature of search engines ensures this because only people who type in keywords related to your business are going to be directed to your website. Compare this, for instance, to a traditional highway billboard. A lot of people are going to drive by, but only some will be interested in whatever’s being advertised on it. This is one of the advantages of SEO over traditional marketing: the fact that it’s “targeted.” Overall, however, you will probably have many more people see your site than you would have see a newspaper or magazine ad.
A second advantage of SEO is that it’s much easier to measure ROI than with traditional marketing. Consider, for instance, a television ad. You don’t really know who’s watching it (you don’t even know if anyone is even sitting on the sofa seeing the advertisement) or if they’re interested. For these reasons and more, it can be difficult to measure the effectiveness of this ad, other than asking customers if that’s what made them pay a visit to your business. Maintaining a healthy ranking in Google’s search results is much cheaper than having a short, 30-second TV Ad broadcast, meaning a higher ROI over time.
A third advantage of SEO over traditional marketing is that it makes it easier for your small or mid-sized business to compete with larger, more well-known brands. Large companies can spend unimaginably large amounts of money on SEO, and Google tends to favor them, but for individuals who know SEO inside and out it is possible to compete with them effectively for the limited real estate of the top search engine results.
Overall, the benefits of quality SEO are many. The Internet is fertile ground for advertising to grow and thrive. But SEO requires specialized knowledge. For instance, Google could suddenly change its algorithm without warning, affecting your ranking in unforeseen ways. People who know what they’re doing are your business’s best bet, so where can you find them?
Professional SEO Companies
Ensuring that your website gets the most traffic it possibly can, which easily translates to more attention paid to your business and more money in your pockets, is exactly what professional SEO companies offer to you. The world of digital marketing is more chaotic and complex than it once was, and has become a full-time business. This is precisely why SEO companies are required; they provide a razor-sharp focus on your Internet advertising efforts so that you have time to actually run your business. These services do not cost as much as you might think, and as pointed out above can provide a hefty ROI when done right.