Search engine optimization is a key part of online marketing because search is one of the primary ways that users navigate the web.
Search results are presented in an ordered list, and the higher up on that list a site can get, the more traffic the site will tend to receive. For example, for a typical search query, the number one result will receive 40-60% of the total traffic for that query, with the number two and three results receiving significantly less traffic. Only 2-3% of searchers click beyond the first page of search results. Thus, even a small improvement in search engine rankings can result in a website receiving more traffic and potential business.
SEO means Search Engine Optimization and is the process used to optimize a website’s technical configuration, content relevance, and link popularity so its pages can become easily findable, more relevant, and popular towards user search queries, and as a consequence, search engines rank them better.
Search engines recommend SEO efforts that benefit both the user search experience and the page’s ranking, by featuring content that fulfills user search needs. This includes the use of relevant keywords in titles, meta descriptions, and headlines (H1), featuring descriptive URLs with keywords rather than strings of numbers, and schema markup to specify the page’s content meaning, among other SEO best practices.
Search engines help people find what they’re looking for online. Whether researching a product, looking for a restaurant, or booking a vacation, search engines are a common starting point when you need information. Business owners offer a valuable opportunity to direct relevant traffic to your website.
Why is SEO important for marketing?
SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with commercial intent to find information about products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a material impact on your bottom line.
However, the search results have been evolving over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites.
Also note, features like rich results and Knowledge Panels in the search results can increase visibility and provide users with more information about your company directly in the results.
In sum, SEO is the foundation of a holistic marketing ecosystem. When you understand what your website users want, you can then implement that knowledge across your campaigns (paid and organic), your website, your social media properties, and more.
The Benefits Of Search Engine Optimization (SEO)
Search engine optimization or SEO is to increase a website or online piece of content’s exposure and position on search engine results pages, optimization is a technique used (SERPs). This entails utilizing a variety of strategies and techniques to increase the website’s or the content’s appeal to search engines, such as optimizing the website’s keywords, enhancing the site’s navigation and structure, constructing high-quality backlinks, and producing high-quality, pertinent content. The purpose of SEO is to boost a website’s organic traffic and increase its exposure and authority.
1. SEO improves your digital marketing ROI
When you invest in digital marketing strategies, you want to earn the highest return on investment (ROI) possible. With a smart and competitive SEO strategy, you can expect an impressive ROI.
When it comes to search engines, they offer a close rate of almost 15 percent for new leads. That doesn’t seem like a lot, but when you compare it to traditional marketing — which is less than two percent — that’s a massive advantage of SEO.
That means you can increase your lead conversion rate by almost 13 percent. To put that in perspective, imagine that your average lead is worth about $800 and that you sign about 20 new leads a month. With digital marketing, plus SEO, you’ll now sign 23 new leads a month — that translates to an additional $2,400 a month, which means $28,000 in additional revenue a year.
2. SEO is the biggest source of website traffic
When users search for something related to your niche, domain, or industry, they know what they want and are actively looking for information and leads. SEO helps target specific demographics and drive quality traffic to your website without being intrusive or annoying like TV advertising or telemarketing. SEO is very customer-centric and helps you target specific audiences online. As Google is the world’s most popular search engine, processing approximately 63,000 searches per second every day. This means that anyone with a desktop or smartphone and an internet connection will visit the site at least once a day to find answers to their searches.
3. SEO drives high-quality traffic to your website
SEO also helps you earn more high-quality traffic to your website. Unlike traditional marketing, digital marketing offers hyper-targeted tools. Instead of paying for a billboard and hoping that your target audience sees it, you know they’ll see your website in search results.
Plus, you’re reaching your target audience at a prime time. They’re looking for you — not driving to work or watching the TV — which means you have their full attention. It also means they’re more likely to act on your calls-to-action (CTAs), whether it’s an invite to call your team or like your Facebook page.
That difference in user intent is one reason why 89 percent of marketers say they have a successful strategy thanks to the benefits of SEO.
4. Build relationships with other websites
Gathering links from reputable websites is also a benefit of your SEO strategy. This means that one of the most important parts of optimizing your website is to also focus on your outbound SEO strategy. Finding opportunities for placement or coverage on industry blogs, news outlets, and other relevant websites can greatly help your website or brand grow. Even Google likes websites that link to each other, so you should focus on adding links to other websites and promoting them in your articles.
Why Is SEO Important For Marketing?
5. SEO increases brand awareness among high-value shoppers
What is another benefit of SEO? A better level of brand awareness among your most valuable shoppers. As consumers move through the buying funnel, they conduct a lot of different searches.
If your company continues to appear in its search results, it increases its brand awareness for your business. Even better, it builds their trust in your company. With your content marketing and SEO strategy, you’re demonstrating to consumers that you’re more than a product or service provider.
You’re also a valuable resource for industry information, which increases your value to audiences. If you invest in video marketing, you can also supercharge your brand awareness efforts.
When users watch a video, their brand association increases by almost 140 percent — to make sure users see your videos, however, you need to optimize them for search.