SEO is important for business because it provides organizations with the visibility they need to attract customers during this digital era. Eighty-one percent of customers and 94% of B2B buyers will perform searches online before they make a purchase, so brands that do not have a strong online presence will find themselves falling behind the competition.
A strong SEO strategy will allow brands to position their website and their content highly on the SERPs for relevant keywords so that they can attract the attention of prospective customers and bring them into their sales funnel.
What is SEO?
SEO describes the strategy that brands use to make their content more appealing to the search engines. The visitors who navigate to sites via this channel are referred to as organic traffic or SEO traffic. Although no one knows Google’s exact algorithm, through careful study, SEO professionals have been able to uncover a number of different factors that seem to impact the ranking of sites. We refer to these factors as either on-page SEO, meaning strategies you implement on your own website; and off-page SEO, meaning techniques you implement off your main web property.
For on-page SEO, it will include producing content related to high-value keywords and then optimizing the content to ensure that the search engine spiders know what the content pertains to. This means paying attention to the title tags, alt tags, meta descriptions, URL, and keyword placement.
For off-page SEO, the content will also link to appropriate content both on and off the website. Brands need to develop strategies to attract backlinks to drive traffic and rankings. You can accomplish this by promoting the content across various platforms, such as through guest postings, social media, or content syndication.
Why is SEO important?
Google looks at a variety of different factors when determining the ranking of websites that show up on their SERPs. They want to find content that is relevant to the user’s query, but that can also be trusted to provide value for the reader. When content ranks highly on the SERP, it has a much greater chance of attracting clicks and attention than the content ranked lower. An estimated 30% of clicks will go to the search results in Position One on the SERP, falling to 12% by Position Three. At the bottom of the page, sites in position in nine and ten only receive about 2% of the clicks. (Smart Insights 9/2016)
The disparity between the top and lower ranking sites indicate clearly that brands desiring attention from online customers need to boost their rankings. The digital ecosystem is quickly becoming an essential part of the sales funnel for nearly all businesses. In 2016, for the first time, more purchases were made online than in stores (United Parcel Service Inc). Almost half of retailers also say that customers like to research online, even if they do end up buying in a store. Brands need to pay attention to SEO to ensure that their share of voice and visibility to customers is not compromised.
SEO has become a critical component to the online success of businesses. Those who want to make sure that their organizations have a strong presence and are ready to engage the modern customer need to invest in learning SEO and becoming domain experts..
Many brands and businesses know (or think they know) that they need SEO for their digital properties, and the benefits they will get from that SEO work being implemented on their behalf.
SEO will certainly improve a website’s overall searchability and visibility, but what other real value does it offer? Why is SEO so important?
These 12 reasons should offer some clarity, regardless of the industry or business size, as to why businesses need SEO to take their brand to the next level.
1. Organic Search Is Most Often the Primary Source of Website Traffic
Organic search is a huge part of most business’s website performance, as well as a critical component of the buyer funnel and ultimately getting users to complete a conversion or engagement.
As marketers know, Google owns a significantly larger portion of the search market than competitors like Yahoo, Bing, Baidu, Yandex, DuckDuckGo, and the many, many others.
That’s not to say that all search engines don’t contribute to a brand’s visibility — they do — it’s just that Google owns about 75 percent of the overall search market. It’s the clear-cut leader and thus its guidelines are important to follow.
But the remaining 25 percent of the market owned by other engines is obviously valuable to brands, too.
Google, being the most visited website in the world (as well as specifically in the United States), also happens to be the most popular email provider in the world (with more than 1 billion users). Not to mention YouTube is the second biggest search engine.
We know that a clear majority of the world that has access to the internet is visiting Google at least once a day to get information.
Being highly visible as a trusted resource by Google and other search engines is always going to work in a brand’s favor. Quality SEO and a high-quality website takes brands there.
2. SEO Builds Trust & Credibility
The goal of any experienced SEO is to establish a strong foundation for a beautiful website with a clean, effective user experience that is easily discoverable in search with thanks to the trust and credibility of the brand and its digital properties.
Many elements go into establishing authority regarding search engines like Google. In addition to the factors mentioned above, authority is accrued over time as a result of elements like:
Quality backlink profiles.
Positive user behavior.
Optimized on-page elements and content.
But establishing that authority will do more for a brand than most, if not all, other digital optimizations. Problem is, it’s impossible to build trust and credibility overnight — just like real life. Authority is earned and built over time.
Establishing a brand as an authority takes patience, effort, and commitment, but also relies on offering a valuable, quality product or service that allows customers to trust a brand.
3. Good SEO Also Means a Better User Experience
Everyone wants better organic rankings and maximum visibility. Few realize that optimal user experience is a big part of getting there.
Google has learned how to interpret a favorable or unfavorable user experience, and a positive user experience has become a pivotal element to a website’s success.
Customers know what they want. If they can’t find it, there’s going to be a problem. And performance will suffer.
A clear example of building a strong user experience is how Google has become more and more of an answer engine offering the sought-after data directly on the SERPs (search engine results pages) for users.
The intention of that is offering users the information they are looking for in fewer clicks, quickly and easily.
Quality SEO incorporates a positive user experience, leveraging it to work in a brand’s favor.
4. Local SEO Means Increased Engagement, Traffic & Conversions
With the rise and growing domination of mobile traffic, local search has become a fundamental part of small- and medium-sized businesses’ success.
Local SEO aims at optimizing your digital properties for a specific vicinity, so people can find you quickly and easily, putting them one step closer to a transaction.
Local optimizations focus on specific towns, cities, regions, and even states, to establish a viable medium for a brand’s messaging on a local level.
SEO pros do this by optimizing the brand’s website and its content, including local citations and backlinks, as well as local listings relevant to the location and business sector a brand belongs to.
To promote engagement on the local level, SEO pros should optimize a brand’s Knowledge Graph panel, its Google My Business listing, and its social media profiles as a start.
There should also be a strong emphasis on user reviews on Google, as well as other reviews sites like Yelp, Home Advisor, and Angie’s List (among others), depending on the industry.
5. SEO Impacts the Buying Cycle
Customers do their research. That’s one of the biggest advantages of the internet from a buyer perspective.
Using SEO tactics to relay your messaging for good deals, groundbreaking products and/or services, and the importance and dependability of what you offer customers will be a game changer.
It will also undoubtedly impact the buying cycle in a positive way when done right.
Brands must be visible in the places people need them for a worthy connection to be made. Local SEO enhances that visibility and lets potential customers find the answers, and the businesses providing those answer.
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6. SEO Best Practices Are Always Being Updated
It’s great to have SEO tactics implemented on a brand’s website and across its digital properties, but if it’s a short-term engagement (budget constraints, etc.) and the site isn’t re-evaluated consistently over time, it will reach a threshold where it can no longer improve because of other hinderances.
The way the search world evolves, basically at the discretion of Google, requires constant monitoring for changes to stay ahead of the competition and, hopefully, on Page 1.
Being proactive and monitoring for major algorithm changes is always going to benefit the brands doing so.
We know Google makes thousands of algorithm changes a year. Fall too far behind, and it will be extremely difficult to come back. SEO pros help to ensure that is avoided.
7. Understanding SEO Helps You Understand the Environment of the Web
With the always-changing environment that is the World Wide Web, it can be a challenge to stay on top of the changes as they take place.
But staying on top of SEO includes being in the loop for the major changes taking place for search.
Knowing the environment of the Web, including tactics being used by other local, comparable businesses and competitors, will always be beneficial for those brands.
8. SEO Is Relatively Cheap
Sure, it costs money. All the best things do, right?
But SEO is relatively cheap in the grand scheme of things, and the payoff will most likely be considerable in terms of a brand’s benefit and bottom line.
This isn’t a marketing cost; this is a true business investment. Good SEO implementation will hold water for years to come. And, like most things in life, will only be better with the more attention (and investment) it gets.
9. It’s A Long-Term Strategy
SEO can (and hopefully does) have a noticeable impact within the first year of action being taken, and many of those actions will have an impact that lasts more than several years.
As the market evolves, yes, it’s best to follow the trends and changes closely. But even a site that hasn’t had a boatload of intense SEO recommendations implemented will improve from basic SEO best practices being employed on an honest website with a decent user experience.
And the more SEO time, effort, and budget that is committed to it, the better and longer a website stands to being a worthy contender in its market.
10. It’s Quantifiable
While SEO doesn’t offer the easier-to-calculate ROI like that of paid search, you can measure almost anything with proper tracking and analytics.
The big problem is trying to connect the dots on the back end since there is no definitive way to understand the correlation between all actions taken.
Still, it is worth understanding how certain actions are supposed to affect performance and growth, and hopefully they do.
Any good SEO is going to be aiming at those improvements, so connecting the dots should not be a challenge.
Brands also want to know and understand where they were, where they are, and where they’re going in terms of digital performance, especially for SEO when they have a person/company that is being paid to execute on its behalf.
There’s no better way to show the success of SEO, either. We all know the data never lies.
11. SEO Brings New Opportunities to Light
High-quality SEO will always find a means of discovering and leveraging new opportunities for brands to, not just be discovered, but to shine.
Offering quality SEO to brands means submersing an SEO team in everything that is that brand. It’s the only way to truly market a brand with the passion and understanding that brand’s stakeholders have for it: becoming a stakeholder.
The better a brand is understood, the more opportunities will arise to help it thrive. The same can be said about SEO.
12. If You’re Not on Page 1, You’re Not Winning the Click
It’s no secret in the world of SEO that if you’re not on Page 1, you’re likely not killing the organic search game.
A recent study shows that the first three organic search ranking positions result in nearly 40 percent of all click-throughs, while up to 30 percent of all results on Page 1 and 2 don’t get clicked at all.
What’s this mean? Two things:
If you’re not on Page 1, you need to be.
There are still too many instances when a user types a search query and can’t find exactly what it’s looking for.
Implementing strong, quality SEO on a brand’s website and digital properties is always going to be beneficial to that brand and its marketing efforts.
It’s considered a “new age” marketing technique, but it’s critical to a brand’s web presence in this day and age, especially as available data and rivaling competition continue to increase and grow.
SEO is not anymore a buzzword. By this time, many businesses are well aware of the fact that SEO can help a business to get increased visibility and higher ranking. Moreover, it can help a business to receive a huge flow of traffic. SEO or Search Engine Optimization which is a part of the digital marketing has become an integral part marketing endeavor of any business.
Businesses Are Moving Online
Most of the businesses are moving online. In fact, every business wants to get a leading edge over their competitors. Businesses’ operating in the same niche always look out for ways to reach out to targeted customers in their area first. By using different techniques, most businesses are taking part in the race to gain the top slot.
SEO efforts can help a business to reach the next level in their business. Moreover, SEO is considered to be the tool that can create magic for any business. The magic is to attract target people from all over the globe.
It can be said that more than 40% of the world population are using the net for almost everything. This means that millions of internet searches are taking place on a daily basis. So in case, you want your business to reach out to the target audience, the optimization of the site is important. For this, you must definitely take the help of SEO efforts.
8 Reasons Why SEO Is Important for Your Business In 2019
SEO can help your business in many ways. Check out how it is going to help you.
1. Great User Experience
Many people have the vague idea that SEO is all about the ranking of the website. It’s partly true, but it’s also about user-friendliness. When users are able to get a great user-experience on the site, they would definitely visit the site. A site which is clutter free and offers a clean look would definitely visited by more people as customers would find it easy to use.
2. Augment Brand Awareness
Whether a business has been operating for many years or just came into business a few days back, building brand awareness should be the important goal. In order to maintain growth, it is important to attract customers. With the right marketing strategy, a business website can appear on the top of the search results. When people start to know about a brand, it would generate traffic and sales.
3. Economical Promotion
SEO offers a great return of the investment as it can be customized for matching the parameters of the marketing budget. By building a digital footprint, it can provide a quantifiable result for the business.
4. Strategic Consumer Insight
A Google Analytics account needs to be set up for the website. It help a business to view the amount of visitors from the different geographical location. Other insights like how much time a visitor spent on the site and etc. Based on the data, marketing plan for targeting customers and promotional efforts can be taken.
5. Strong Conversion Rate
A website that is optimized would offer faster loading time, reader friendly, and responsiveness. It would also businesses to gain access to the customer segment. SEO can help to predict the income through keyword analysis and understanding the market potential. Once a site is analyzed, it would help to provide a better solution for customers.
6. Huge Online Presence
According to a study by a local SEO company, it has been seen that almost 97% of the online users search for all kind of brands within their local area. Among the 87%, 50% customers frequented the web in order to research about the products. However, it has been seen that brick and mortar stores don’t need any online presence but greatly depends on reviews. Similarly, local business needs to optimize their site so that it can be easily discovered by the targeted customers.
7. Social Media
Social media are becoming the most trusted platforms of search databases. In fact, SEO and Social Media go hand in hand for improving the visibility of the brand. Businesses can’t deny that brands which are usually recommended by friends or relatives through social media post sharing, receives better traffic. Also, the probability of sales greatly increases.
8. Smartphone Usage
The world is getting addicted to electronic gadgets like smartphones. People are spending more time on the devices and are also using it to interact with the social media. It also signifies that people using smartphones for using the internet. This shows it very well that the websites need to optimize for the mobile devices. It would appear on the SERP results easily.
One of the great things about using SEO for a business is that one won’t need to break the bank. With proper guidance, businesses can easily stay ahead of their competitors.
Search engine optimization is nowadays more important than ever and it is necessary for every webmaster to understand the true meaning of SEO as well as the potential it creates for every business.
What is SEO?
Search engine optimization or SEO in short, is a set of rules for optimizing you website for search engines and improve your search engine rankings.
It is a great way to increase the quality of your web site by making it user- friendly, faster and easier to navigate.
SEO can be considered as a complete framework since the whole process has a number of rules (or guidelines), a number of stages and a set of controls.
Why is SEO important?
In today’s competitive market, SEO marketing is more important than ever.
Search engines serve millions of users per day looking for answers to their questions or for solutions to their problems.
If you have a web site, blog or online store, SEO can help your business grow and meet the business objectives.
Search engine optimization is important because:
The majority of search engines users are more likely to click on one of the top 5 suggestions in the results pages (SERPS). To take advantage of this and gain visitors to your web site or customers to your online store, your website needs to appear in one of the top positions.
SEO is not only about search engines but good SEO practices improve the user experience and usability of a web site.
Users trust search engines and having a presence in the top positions for the keywords the user is searching, increases the web site’s trust.
SEO is good for the social promotion of your web site. People who find your web site by searching Google or Yahoo are more likely to promote it on Facebook, Twitter, or other social media channels.
SEO is important for the smooth running of a big web site. Web sites with more than one author can benefit from SEO in a direct and indirect way. Their direct benefit is increase in search engine traffic and their indirect benefit is having a common framework (checklists) to use before publishing content on the site.
SEO can put you ahead of the competition. If two web sites are selling the same thing, the search engine optimized web site is more likely to have more customers and make more sales.
An introduction to SEO for beginners
For beginners to SEO the above definition may sound complicated.
In simpler terms, Search Engine Optimization is a way to improve your website so that it will appear closer to the top positions in the search results of Google, Yahoo, Bing or other search engines.
When you perform a search on Google the order by which the returning results are displayed, is based on complex algorithms.
These algorithms (also known as search engine ranking algorithms), take a number of factors into account before they decide which web page will be shown in the first place, second place etc.
Optimizing your website for search engines will give you an advantage over non-optimized sites and you increase your chances to rank higher.
What are the main stages of the Search Engine Optimization process?
As I mentioned above, SEO is not a static process but rather a framework with rules and processes.
For simplicity though, SEO can be broken down into 3 main stages:
Technical SEO: With technical SEO you can ensure that search engines can crawl and index your website with out any issues.
On-site SEO: Rules to apply on your site and content to make it search engine friendly.
Off-site SEO: Ways to promote your website or blog so that it can rank higher in search results.
The first stage in the SEO process is called technical SEO. As the name implies, technical SEO has nothing to do with the actual content of a website or with website promotion methods.
It has to do with settings you need to configure to make the job of search engine crawlers easier. Usually, once you get your technical SEO correct, you may not have to deal with it again.
On the other hand, if you have problems with crawling and indexing, it can negatively impact on your rankings.
The second stage is On-Page SEO. On-Page SEO has to do primarily with the content and other elements found on a page.
Unlike technical and off-page SEO, the main focus of on-page SEO is to provide search engine crawlers enough signals so that they can understand the meaning and context of your content.
Remember that search engines don’t read a page like a human so they are looking for signals to figure out what a page is all about.
It is at this stage that you will deal with website structure, keywords, title optimizations, headings, internal links, image SEO, structured data markup and other techniques that can send the right signals to search engines.
If followed correctly, on-page SEO will also improve the usability and credibility of a website or blog.
Note that content optimization is part of on-page SEO but sometimes this is referred to as Content SEO.
The third stage is Off-Page SEO.
Besides the changes you can do to your website (on-site SEO) so that it ranks higher in the SERPs, the other way to improve your website’s ranking position is by using off-site SEO techniques.
Why is off-page SEO important?
In general, when a user types a search query, search engine algorithms look into their index and try to find the best pages that can satisfy the intent of the user.
Pages that are good candidates appear to the first positions of the search results.
One of the factors to determine the position a webpage in the results, is the number of incoming links (backlinks).
Backlinks are a signal of trust and depending from where the links are coming, they can greatly affect your ranking position.
If the links are coming from well-known and trusted sites, your ranking will be positively affected.
If they are paid links, links in article directories, link farms or a result of an exchange, your ranking will be negatively affected.