Search Engine Optimization or SEO is a methodology of strategies and techniques used to improve your website so that it can perform well in the search engine result pages.
Let’s put it in simple words – “Search Engine Optimization is a process of strategically improving and optimizing your web page or website so that it gains higher ranking in search results. ”
Basically, SEO helps people increase their organic visitors who are searching for topics related to their content. When we look at what people are doing online, they are searching and that’s how they find information.
In this competitive world where the website count has reached over 6 per person, if you wish to stand out, you better have a proper plan in place to promote your business. SEO lies within the DNA of any online business and it is one of the best marketing strategies which provides the highest ROI.
Search engines are the best way for your customers and potential customers to find your business. But, they can only find you, if you appear on top.
90% of organic search traffic goes to the 1st-page results. What is more, excluding the paid ads, only 8% make it past the 1st page.
A recent survey showed that leads generated from SEO results in a conversion rate of whooping 15%, which is 12% higher than any conventional marketing means.
SEO is unarguably the best way to connect to your potential customers than any other method which is completely organic and free. But, implementing a good SEO strategy isn’t so simple with a lot of recent Google Ranking Algorithm Updates.
SEO can help you accelerate your sales, improve your credibility and help you in brand building and is a very cost-effective strategy with long-term impact.
An impact of a good SEO campaign can remain beyond time for weeks, months, and even for years after you stop spending money on your campaign.
Why is SEO Necessary?
Here are some key points that should convince you about the need for an SEO:
SEO Drives Relevant Audience with High Conversion Rates
Search traffics are usually highly targeted down to minor details. With good SEO campaign and keyword research, you can find how big your market is and what users are searching for.
You can drive such a highly targeted audience to your website which usually provides high conversion rates. A recent study has shown that the conversion rates from SEO leads are up to 15%, which is higher than any other type of marketing or advertising.
That is why having a good SEO company or consultant can make you high returns for every penny you spend on SEO optimization.
Here’s an example – Most people go on vacation to other cities or place and they need a place to stay. How would they find a good hotel to stay? By ‘Googling it’. With good SEO optimization, your site would appear in some of the top results of search pages. If your site is relevant to his/her needs, it is highly likely that he/she would turn into your customer.
SEO can Increase Offline Sales
Gone the era of finding stores and products physically, most people today use search engines to find the stores or products they need. A recent survey showed that almost 86% of customers use the Internet to find local businesses to buy from them offline. Yes, in the stores. Read about Local SEO from here.
This is one more reason why you cannot ignore the SEO if you are a business owner. Having a website is like having a salesperson who works 24/7 and 365 days without resting.
There are people who seek out the Internet to find a solution to their problems and you are providing the answer at their doorstep.
Without SEO, finding your website would like finding a needle in a haystack, it is there but no one can find it.
SEO Outweighs PPC Campaigns
Have you used Google AdWords? You may have used it successfully or maybe not. But, here’s the ironic thing –
PPC campaigns drive 25% of traffic but have 80% of the marketing budget while SEO drives 75% of traffic but only has 15% of the marketing budget.
The people who run PPC campaigns ignore a large part of the key ingredient that is search traffic.
You have already done well with PPC advertising with only a quarter of traffic, imagine what you can achieve with the other third of the traffic?
SEO Helps in Brand Building
What do you do when you need to find some information? Ask your parents, teachers & Friends? No. In today’s world, anyone who wishes to find something, they just ‘Googles it’.
With an effective SEO campaign, you rank higher in search results. When a user search for particular topics and you are on top of the result, it helps improve your credibility.
Brand building is often considered to be a hectic and difficult task. You throw many things at customers and hopes that they will remember you at the time of purchasing.
An SEO campaign can accelerate your brand-building efforts very effectively and help your customer memories of your brand.
SEO drives highly targeted consumers to your site. When you rank higher, the user is most likely to click on your site.
When the users use your site or buy some products. It is most likely that they will come back again and tell their friends about it. So basically, SEO helps to turn a first impression into long-lasting recall by presenting the most relevant content for which the user is looking.
Long Term Strategy
SEO is a long-term strategy. While SEO can deliver quick results and that’s what many business owners need but, the impact lasts for a long time.
Many marketing campaigns like PPC delivers quick results but, they are also expensive and have a specific timeframe. A recent survey showed that 91% of people prefer search results over paid advertising.
So, investing in an SEO campaign is a smart move if you wish to stay longer in the competition. If you do your SEO correctly, your ranking will last even after you stop spending money on your SEO campaign.
Although I wouldn’t suggest it as it involves the risk of losing your ranking as SEO is a continuous process.
Search engine algorithms change frequently and SEO tactics evolve in response to those changes. So if someone is offering you SEO advice that doesn’t feel quite right, check in with the specific topic page.
For a more technical look at SEO, check out this short video from Rand Fishkin.