When there is something that you would like to know — say, the meaning of a word, the professional background of a well-known individual, the price of a product, the difference between two kinds of massage, or the address of a store that you would like to visit — one of the first things you turn to would be a search engine like Google.
That in itself points to an undeniable truth: that while millions of consumers across the globe make use of organic searches to find out more about brands, products and services, search engine optimisation or SEO — the process of ensuring that a website appears high on the search engine results pages so that the number of Web users visiting the site can be maximised — still maintains its significance in countless businesses’ marketing strategies.
Here are some key reasons why businesses should still invest in SEO and harness its benefits for the improvement of their bottom line:
Organic searches deliver great results
Nothing beats the discovery that Web users are finding their way to your business’s website in the most organic manner possible — by typing in your name or keywords and keyphrases in search engines that immediately point to your site.
Knowing that your SEO strategy is effective is inspiring, but the key to ensuring that it continues to work is to invest in the technique for the long haul. That would include infusing quality into every aspect of your marketing strategy — producing and posting useful, valuable content, facilitating positive link building activities, putting effort into the social promotion of the business, etc. It’s a lot of work and takes up much time and resources, but the efforts can be handsomely rewarded down the line.
Web users remain dependent on search engines for the information they need
Consumers still head over to Google to look for textual content, videos and audio, and even product reviews that can help them decide whether to purchase a particular product or not. Your brand has to be easily found when people perform these searches, or else you’re missing out on an important opportunity.
Competitors will be managing their own SEO strategies as part of their online marketing objectives
If you believe that you’re better off cutting SEO out of your marketing portfolio, think about how much farther your competition will be able to advance ahead of you because they continue to employ optimisation techniques. SEO ensures that you have a constant online presence that your customers can rely on for their needs, anytime, so there will be no need to consider moving over to your rival companies.
Incorporating additional or alternative optimisation options
Of course, while SEO is certainly not dead, there’s no question that the landscape has significantly changed as well.
There are opportunities wherein Google would not be a customer’s first port of call when they need something. Some Web users may go straight to YouTube to look for a video, for example, or they may go directly to a company’s Facebook page to look for their contact details instead of searching for it on Google. Mobile apps also continue to rise in popularity as great sources of information on the subjects that they seek.
In such instances, it’s best to adapt to the changes and make them work to your advantage.
A search engine optimisation consultant can help you look at traditional SEO practices as well as innovative measures for riding the new wave of optimisation possibilities elsewhere in the virtual realm, like in social media channels and mobile applications.
In these technologically advanced times, SEO is still relevant and worth devoting time and resources to for many businesses. It pays to explore the benefits and opportunities it can provide companies and to welcome new ways of strengthening your presence online.
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