Search engine optimization (SEO) is a complex field of digital marketing. Because there can be some barriers to understanding SEO, many businesses choose to ignore it. However, with millions of internet users waiting to discover your product or service, brands should leverage the power of this technique. In this article, an SEO expert shares the top ten benefits of search engine optimization.
1. SEO increases organic traffic
Increasing organic traffic is undoubtedly the strongest benefit of SEO. Organic traffic refers to people that visit your website on their own without clicking on a paid ad. Through SEO, you can connect with users that are searching for terms relevant to your business. This brings an increase in website traffic, more leads, and more possible conversions. Over time, strong organic traffic can negate the need for paid advertising.
2. SEO improves user experience
Search engines use strict criteria to determine how user-friendly web pages are. Part of SEO is improving the performance of web pages in adherence to these criteria. Therefore, when you undertake SEO for your website, you are simultaneously improving the user experience for visitors. Better design, faster loading speeds, clearer information structure, and other SEO adjustments help your visitors to find the information they need to convert.
3. SEO builds credibility and trust
One aspect of SEO is content creation. But content creation does not only enable you to earn better rankings on search engine results pages (SERPs). Content creation also builds brand trust and credibility. When you write content for SEO, you focus on addressing the needs of your target audience. This helps to position your brand as a voice of authority in your industry. Useful and interesting content will also earn shares, increasing your reach.
4. SEO works 24/7
People from around the world are searching on the Internet at all hours of the day. According to reports, Google processes an average of 63,000 search queries per second. Unlike your sales staff, SEO does not need to sleep or have a day off. SEO will help your pages to rank high on SERPs consistently. This means that potential clients are always able to find you online when they research a relevant product or service.
5. SEO shortens your sales cycle
In traditional marketing, you generally bombard a wide range of people with marketing material in hopes that a small percentage of them will be interested. With SEO, you can reach search users who already have the intention of purchasing a product or service. When they navigate to your website from a SERP, they are more likely to convert into a sale. A shorter and more efficient sale cycle equals more profits in less time.
6. SEO gets more clicks than PPC
Although pay-per-click (PPC) ads display above regular listings, organic results receive the majority of clicks. This is because the media-savvy modern audience is naturally skeptical of advertising. SEO works to improve your organic SERP rankings and the effects last for a long time. In contrast, PPC can have a higher customer acquisition cost and paid listings only last as long as you continue to pay for them.
7. SEO helps you to identify your target audience
Aside from increasing the quantity of your visitors, SEO can help you to increase their quality as well. By analyzing your search traffic, you can find the keywords that your visitors use and other information about them such as their geographical location. When you formulate an advertising campaign, you can further finetune this information by gender, age, shopping habits, and more, to home in on the people who are most likely to buy.
8. SEO levels the playing field
With big brands claiming a huge market share in many industries, it can be difficult for new or small businesses to compete. SEO can level the playing field by allowing brands to appear side by side in SERPs regardless of their market capital or company size. A young brand that focuses on SEO can easily overtake an established company that does not invest in SEO, allowing them to tap into the audience of its competitors.
9. SEO works on all stages of the sales funnel
While many marketing actions work on a particular stage of the sales funnel, SEO affects them all. By improving your SERP rankings, you raise awareness. By creating compelling SEO-optimized content, you build interest. When customers are ready to buy and are considering several options, a high SERP ranking and a user-friendly website can influence their decision. These three steps lead to positive sales action.
10. SEO ends up paying for itself
SEO has an impressive ROI. You generally have to pay only once to optimize your website, create a piece of content, or earn a backlink, and the effects will continue to work for your brand for years and months. The long-term impacts of SEO can compound, meaning that your results improve exponentially as you build up your SEO. Before long, your investment in SEO will pay for itself in leads, sales, profits, and business growth.