Brands and businesses have realized the need for a strong online presence in the digital era.
In a world where 94 percent of B2B buyers begin their buying cycle with an online search, the importance of web presence cannot be emphasized enough.
According to Statista, global ecommerce sales will grow to 6.5 trillion USD by 2022, which confirms the dominance of the online world.
To reap the benefits, you will have to make your business easily searchable and visible across the web. And SEO is the key to do it.
SEO is short for ‘Search Engine Optimization.’ In simpler terms, it is a way to improve the ranking of your business website so that it appears on various search engines for relevant search terms.
Search engines such as Google and Bing use complex search algorithms, also called search engine ranking factors, to decide which web page appears at which position for a keyword or phrase.
The algorithm considers factors, some of which include:
- Domain name
- Domain history
- Domain authority
- Content quality
- Content length
- Content freshness
- Keyword placement
- Keyword prominence
- Keyword density
- Link relevance
- Authority of linking page
- Page loading speed:
Loading time via HTML
- Loading time via Chrome
- Use of AMPs or Accelerated Mobile Pages
These factors, along with others, are taken into account when a search engine returns web pages for a search query.
Stages for SEO:
Search engine optimization is a dynamic process which can be divided into three types or phases.
This phase of SEO prepares your website for a great first impression. It ensures that all the pages on a website are crawled and indexed by search engines.
On-page SEO mostly focuses on website structure and content. Here, you use keywords to help search engines understand the context and meaning of your content.
Off-page SEO deals with external factors that can impact a website’s rank.
In this stage, you build a structure of credible links from other websites.
Each backlink acts as a vote of recommendation and lends more credibility to your website.
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Key benefits of SEO for business
SEO has become a vital element for the success of an online business.
It improves the visibility of a website, but what other benefits does it offer?
Here are five benefits that come with a successful SEO strategy.
1. SEO is economical
SEO costs a lot less money and delivers better results compared to other marketing tactics.
Spending money on SEO is a real business investment that pays off considerably in terms of brand positioning and ROI. Once you get it right, you will significantly improve your bottom line with little effort and money.
Additionally, it will reduce your digital as well as traditional advertising costs.
Currently, businesses, including those with online platforms, spend around 12 percent of their total revenue on digital marketing campaigns.
It presents a significant risk, given that the campaign may or may not yield positive results. Also, once the campaign ends, you are back to square one.
Due to the inherent risk in digital marketing and advertising, SEO seems to be a much wiser option for improving search visibility and maximizing organic traffic and sales.
2. Better ranking
The position on the search engine result page (SERP) plays a massive role in the success of an online business.
Research suggests that only 5 percent of online searchers go past the first result page.
The recent Moz survey also showed that many Google users instinctively click on the first result in SERPs, which explains the CTR dropoff between the #1 and #2 position despite a difference of merely a few pixels.
The top-ranked result, therefore, has a greater opportunity to generate more leads and sales.
3. SEO generates leads
Search engine optimization can be used for a variety of purposes, one of which is lead generation.
For B2B and B2C businesses, SEO is an effective source of generating leads. It is because SEO appeals to the right audience at the right time.
For instance, if you own a financial planning firm, your target audience is individuals who are looking to achieve their financial goals.
A website alone is not enough.
You will need to implement an SEO strategy where you will target your qualified audience with targeted keywords and valuable content.
SEO for financial advisors will ensure that your website appears in search results for your targeted keyword.
Leads are useful, but how can you turn them into sales? Don’t fret, because SEO helps you here as well.
4. SEO drives sales
A successful SEO campaign focuses on creating targeted content that engages and informs readers.
As mentioned earlier, quality content is important for generating leads, but it also plays a huge role in turning leads into customers.
Engaging and informative content plays a significant role in increasing your reader base.
When you place yourself as an expert, you convince the audience that you are the best in the field. After you have generated leads, it is crucial that you funnel them towards a sale, and SEO does precisely that.
The amount of organic traffic you receive relates directly to your ranking.
As you improve your ranking, you will be in a much better position to get more clicks and increase your traffic rate.
Resultantly, you will have more chances to turn a higher number of viewers into your customers.
Research shows that 62.2 percent of Google searches on PCs result in an organic click.
So, with the right SEO strategy, you will be able to put your audience a step closer to a conversion. This is a harbinger for massive growth, especially if your site ranks for high-value keywords.
5. Better user experience
Search engine optimization is a way that appeases not only the search algorithms but also the users who visit your page.
Since user experience is now a pivotal factor in page ranking, businesses need to invest in SEO to perform better than their competitors.
The Bottom Line:
Many people don’t realize it, but in the digital age with cut-throat competition, optimizing your website is a bare minimum. Money spent on SEO should be considered an investment with guaranteed and lasting results.