When considering your digital marketing, SEO is an integral tool which shouldn’t be overlooked. ‘Search engine optimization’ is not merely a buzzword that copywriters or marketers use as a ploy to win over your business. SEO is important in making your brands presence known online in an organic way. In today’s blog post, we’ll define exactly what SEO is, and outline 5 key benefits of adopting SEO throughout your online copy.
What is SEO?
According to MOZ, Search Engine Optimisation (SEO) is “the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as ‘organic’) search engine results.
As MOZ so eloquently puts it, SEO is not just about writing for the search engines themselves, but it’s also about writing for the people.
“It’s about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume,” says MOZ.
“Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer. If knowing your audience’s intent is one side of the SEO coin, delivering it in a way search engine crawlers can find and understand is the other.”
So now that we have a clearer understanding of what the basics of SEO entail, let’s delve a little deeper into some of the top benefits of SEO. A big thank you to Search Engine Journal (SEJ) for their insights.
TOP 5 BENEFITS OF SEO
- Organic search is often the main source of website traffic:
SEJ reported in February 2018 that organic search visits saw its strongest growth in over two years. According to the report conducted by Merkle’s Digital Marketing, total site visits driven by
organicsearch were up 6% year-over-year.
With Google owning about 75 per cent of the overall search market, being highly visible and trusted by Google (and other search engines) is only going to benefit your brand in the long term. Millions of people access google each day to find the required information they need on any given topic.
Implementing SEO’s best practices according to Google’s guidelines will only help to satisfy your website’s searchable criteria. The higher you rank on Google, the higher you’re likely to get more traffic to your site, you will see more people interested in what your brand has to offer, and an increased likelihood of this audience converting.
2. It helps to build trust and credibility:
We’re always talking about the importance of building trust surrounding your brand, particularly on your Instagram account – but the same can be said for building credibility around your website.
According to SEJ, the goal of a long-term SEO strategy 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.”
In order to gain Google’s trust over time, the following strategies can be implemented:
- Using quality backlinks throughout the copy.
- Positive user behaviour which is consistent
- Machine learning signals
- Optimized page elements and content
These tools don’t build authority overnight but when used
3. Better user experience:
Optimal user experience on your site plays a big role in producing better organic rankings and ultimate visibility.
“Google has learned how to interpret a favourable or unfavourable user experience, and a positive user experience has become a pivotal element to a website’s success,” says SEJ.
If a potential customer lands on your website and can’t find what they’re looking for, the website’s performance will suffer. Good quality SEO works to ensure that this customer lands on the right page, and is offered a solution to the problem they were searching for. Thus, leading to a positive user experience which benefits your brand overall.
4. Local SEO causes increased engagement and conversations:
With the rise of mobile device usage, local SEO really benefits small to medium businesses.
As SEJ describes, “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.”
This means that content and backlinks will incorporate local search
terms including cities, suburbs and states. You can even go one step further to
create a ‘Google My Business’ page to further assist your site’s credibility.
This also means it is imperative to encourage Google Reviews to further build trust surrounding your local community and brand.
“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,” says SEJ.
5. It impacts buying potential:
You may be a business owner but you’re also a consumer, and from a customer standpoint, research is power before purchasing. You might research competitive pricing, competitive services or products to find the solution which best suits your needs and your budget.
By employing quality SEO tactics, your brand is placed
No doubt, SEO is a game-changer for your digital presence when done correctly. It has the power to build trust surrounding your brand, and also to put your brand in a searchable limelight.