“SEO is a long process and must be 100% natural”
What is Search Engine Optimization?
SEO is a term that is thrown around often these days, but many people do not fully grasp exactly what it is and why it is important for your business. Digital marketing is an ever-changing field so it is important to have someone either contracted or on your team who has a solid grasp of its ins and outs. That is the best way to make sure that SEO is handled properly and meticulously.
Essentially the functionality of search engine optimization is exactly what it sounds like. Your business has a website and there are bots crawling the internet to feed data into the algorithms of search engines like Google and Bing all of the time. SEO is the set of rules and logic that improves the chances of those bots catching your web page and the more times that your site is recognized, the higher of a ranking it gets on these search engines.
1. The Higher Your Rank, The Higher Your Clicks
The vast majority of users for any search engine are going to click on one of the top five web results after typing in a search. It may be unfair, but it is the reality and people are too busy to sift through pages and pages of websites to find the business that will fit their needs the best. The higher that you rank in a search engine means that you are more likely to have traffic actually visit your website.
The conversion rate for most websites is only about 2%, which means that in order to increase the number of conversions you need to simultaneously increase the traffic to your website. If you are consistently working on this then you may see the percentage for your conversion rate hold steady but your bottom line will still increase!
2. SEO Forces Website Improvements
Technical issues like page loading times and usability of your website factor into the search engine optimization overall. That means that any bugs that may be impacting even a single page can reduce your ranking significantly. Keeping a constant eye on SEO forces you to keep an eye on technical issues and address them early on.
Content is also something that requires constant attention in order to increase ranking on your website. Keywords are constantly being crawled, so you need to constantly be adding relevant content that can increase your ranking in a search engine. You also need to pay close attention to negative keywords in order to know what content to remove or what keywords to cut out of your content strategy moving forward.
3. Improves Credibility of Your Brand
When people type certain keywords into a search engine, then they expect that the businesses that they are ranking high with those keywords have some credibility and expertise in their fields. The mere fact that you are ranking well in a search engine will provide credibility for your brand name to the public and make them more likely to buy your product or service.
Providing solid content will not only increase your visibility through the keywords that are being searched, but it will also in itself provide credibility for your brand. When people find your site based on the keywords driving your content, they are more likely to engage with the content when they actually visit the site.
4. Increases Social Media Engagement
The more that people interact with your website and brand overall, then they are more likely to engage with your social media as well. SEO provides the exposure that your brand needs in order to make that happen and if you run a strong social media content strategy then you will see a correlating rise in engagement.
Not only does brand credibility carry a lot of weight in this area, but a corresponding keyword strategy in the content being created for your social media channel will create a consistent identity for your brand as well. That identity will also make people more likely to share and comment on your content, also increasing sales and credibility.
5. Gives You An Edge Over Your Competition
Today’s digital age is full of noise and oversaturated markets. It can be difficult for your business to break through all of that and set itself apart for the public. SEO is the best way to make your brand stand as the leader of the pack and therefore gives you an edge against your competition. If you have a direct competitor who has a great website but ranks number ten in a Google search, then you have the chance to make sure that your great website lands in that top five and you will see a significant difference in your comparative sales.
There are businesses out there that have been doing things the same way for decades and although most businesses are online, they are not all focused on SEO. They may optimize their site once and stop paying attention to it, but in order for optimization to be effective it needs to be ongoing. If you can remember that and stay true to it, then you should be able to maintain that edge moving forward.
Search engine optimization is a challenging combination of numerical data and creative content and it can be a lot to take on for most business owners. The risk, however, of not taking it on is far greater to your bottom line so the better option is to face forward, roll up those sleeves and get to work. The more attention that you pay to improving your website consistently, the more you will see it paying off for those who interact with your website.