Let’s start off by clarifying exactly what SEO is.
SEO stands for Search engine optimisation, but what does that actually mean in normal people language? While SEO is not rocket science or brain surgery, it certainly isn’t the easiest paradigm to understand.
The way I have managed to summarise the meaning of SEO is, “the process of making your website relevant to the right people and making it trustworthy for search engines.” Let’s add an analogy on top of this, imagine an amazing eye catching billboard advertising your product, but that billboard is right in the centre of the Sahara desert. What’s the point of that billboard? That billboard is basically your website. Your company’s website may be stunningly designed and amazing to browse, but if no one is visiting it or the wrong people are visiting it. This provides you with no return on your investment.
Ok so that’s the basic reason why SEO is vital for your business, you want as many people as possible to visit your website. But there a few more reasons why SEO should be the focus for every company with a website:
To Increase Traffic
As just discussed one of the most important and basic reasons to implement SEO is to ensure more people and the right people find your website. Pushing your website up the rankings ladder has a huge impact on the amount of traffic you receive. Don’t believe me? Check out these stats on the average clicks each position receives on Google:
1st Ranking Position on Google: 32% clicks
2nd Ranking Position on Google: 17% clicks
3rd Ranking Position on Google: 10% clicks
4th Ranking Position on Google: 7% clicks
5th Ranking Position on Google: 5% clicks
By the time you get to the second page of results, less than 1% of users are clicking on your website.
Looking at those numbers, it’s pretty clear why ranking higher is important. Ranking your website lower means a much lower chance that people will click on it. A solid SEO strategy can help you rank higher as Google’s algorithm will see your website as relevant for users and therefore more likely to be clicked on.
SEO Is A Team Player
Like most other marketing techniques, SEO doesn’t exist in a vacuum and it doesn’t work by itself.
Think of digital marketing as a football team. SEO isn’t the whole team but it is a vital part of the team.
Let’s say SEO is like Jordan Henderson for the England Football Team. As much as it pains me to say it he will be a very important part of England’s Russia 2018 World Cup campaign in the centre of the midfield. Henderson can only be good at his job if his team mates support him by making the right runs and opening up spaces for him to pass the ball into.
The Harry Kane equivalent of your website will be your products/services who will score you the “goals” (bring the revenue) supported by the wingers through creative Social Media and Pay Per Click campaigns. The defence and goalkeepers are of course the solid foundations of your website such as a safe, easy to browse website.
Offers Optimal Insight Into Your Customers
If your website is properly optimized, it will increase your search engine visibility, usability, and credibility, all of which increase traffic to your site. Now that you are enjoying higher numbers of visitors, Google Analytics (which every website should have set up) can track valuable information about your visitors. Find out what browser they use, what key words, the technology they use, their geographical location, the days and times they are most active, how much time they spent on a page and so on.
This information will help you discover your target market, hone your advertising, and determine strategies based on facts rather than just educated guesses. The better you know your customers, the better product or service you can provide.
There’s A High ROI
So far we have showed you that SEO provides brand visibility, authority, sustainable traffic, conversions and customer insights. But best of all, if you do it well, it can deliver a very high return on investment (ROI).
Unlike other marketing strategies which have high capital outlays, SEO is more cost effective, as it involves the optimisation of many aspects of your online presence rather than focus on one particular thing. However, you do have to invest resources. You have to invest blood, sweat and tears. We normally call them man hours but you can call them whatever you fancy.
And you need to dedicate a lot of hours into your SEO campaign to achieve the top position. But when you do you will reap the rewards. But nail your SEO and you can increase sales, subscriptions or whatever your end goal is, without increasing your marketing costs. We think this is definitely a worthwhile investment.
At Trident, we have experience in creating beautiful design focused websites, backed by tailored SEO strategies and putting in the “man-hours” and help businesses increase the traffic to their websites.
Get in touch to find out how we can help you with your SEO.
Written by Rahul Sharma
Junior Account Manager at Trident
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