SEO (search engine optimisation) makes your website more visible, meaning more people searching for relevant terms will see your website, bringing more traffic, more opportunities and, hopefully, more leads and customers for your business.
If you think of search engines as another platform, just like mass media or social media, SEO is another important tool to generate brand awareness, build relationships and position you and your organisation as experts within your respective fields. Without SEO, you might struggle to build your online presence, no matter how well known you are in other forms of media.
Here are six key reasons to invest in your SEO:
1. Builds trust and credibility
If a business is ranking on Google Search Engine Result Pages (SERP’s), then it proves to consumers that you’re a trustworthy source.
When people find that your website either answers their questions or provides a solution to their problems, they’re more likely to view your business as an expert in the industry – improving brand authority and credibility.
There are around 5.6 billion searches per day that take place on Google alone, so if you’re visible, you’ll reach a lot more users and build your clientele. Being on the first page of search engines is so important because the majority of users will select their page of choice from just these options – in fact, the first organic result of any search will be clicked by 28.5% of people who see it, and the top three results get 54.4% of the clicks..
3. Organic traffic is a primary traffic source
Similar to the above point – organic traffic is generally one of the largest traffic sources to any website. It essentially means any traffic that comes to your page from a search engine that you’ve not paid for – it is a result of your SEO efforts. Therefore, the more work you put into your SEO, the more organic traffic you’ll receive.
4. Customer insight
SEO is one of the best ways to learn about your audience/customers, as you are able to look at their search queries and analytics data to really understand them. This will help with other marketing campaigns and strategies that you may wish to undertake, such as PPC (pay per click).
5. Impacts the buying circle
If a potential customer has seen you on a Facebook ad and then goes to search for your business on Google a few days later, you need to make sure you’ll appear.
When you do, the user has a seamless journey back to your website in order to convert. If you’re not appearing organically when they search, you’re wasting the cost per click spent on the campaign and will potentially lose a lead if they cannot find you again.
6. Split of channels
Ideally, you’d like to have a nice split of traffic coming from various different sources/channels – such as paid, organic, direct and social. A business shouldn’t be reliant on just one channel and putting their ‘eggs all in one basket’.
An even distribution between all channels will allow a business to gain maximum visibility, engagement and interaction from their audience. Done correctly, SEO can greatly contribute to ensure that this happens.