2018 Guide to Why you NEED Search Engine Optimization
Part 1 of 3
Ok, so you’ve heard about SEO, who hasn’t. And you know you SHOULD be doing some kind of search engine optimization on your blog or website, but you just haven’t got around to it. Google says that if you provide good quality content to your audience they’ll find you on their own right? So is SEO really that important?
YES, IT IS. The “if you build it they will come” model is a thing of the past. Sure, in the ‘90’s and early 2000’s you may have gotten away with it, but today competition is FIERCE even in the smallest of niches and growing at an ever increasing pace with no sign of slowing down.
In fact, head over to Google now (don’t worry, I’ll wait). Now type in your main keyword in the search box and click the little search icon. Now look at the number of results. I’m guessing its larger than either of our bank accounts will ever be. Point is, that’s how many pages/sites you are competing with in your niche for a very finite amount of traffic.
And guess what your competitors are doing? S-to the-E-to the-O. Every day you don’t focus on optimizing your site, content, link profile and visibility in the search engines is another day you fall that far behind your competition. Competition that is aware of, and capitalizing on, the value of organic searches (which by the way often convert at a much higher rate than say PPC traffic).
Organic traffic accounts (on average) for up to 80% of a website’s total traffic. And over 70% of ALL clicks on Google searches are to ORGANIC listings!
Still think you don’t have time for SEO in 2018? Read on to learn more about why Search Engine Optimization in 2018 is more important than its ever been….
SEO = The Gift that Keeps on Giving
While many short-sided business owners see SEO as simply another “cost” on the ‘ol spreadsheet, savvy entrepreneurs know that it’s a wise investment…and like the stock market, tends to pay off consistently and regularly over time.
Organic traffic isn’t as “sexy” as a PPC or social media campaign where “ad dollars in = x number of traffic out”, but it’s a long term play that continues to pay off for years to come.
You’ll often hear of organic traffic as “free” traffic, and that’s because even after your initial investment, you’ll reap the rewards of organic traffic for months or even years after cessation of SEO activities.
Once established in the SERPS, your brand has more “staying power” and authority, helping you to outrank and keep ahead of emerging competitors in the market who now have to catch up to your months or years of optimizations. This allows you to siphon market share and establish a strong foothold in your industry long term.
SEO = More Leads for Your Top Sales Rep…err Webpages
Let’s face it. Your website IS YOUR NUMBER ONE SALES REP. Why? Because your site never sleeps, is available 24/7/365, is consistent in its message, never misspeaks, and is available globally to your entire online audience or target market.
Like clockwork, your site delivers a consistent conversion rate, gathers opt ins, leads, etc., always does what its told to do, and without any backtalk or sass.
Your website, is, your perfect employee. With the ability to handle thousands of prospective customers at once, why wouldn’t you want to provide them with MORE leads?
The best thing about your website, from a business perspective, is that it’s performance is consistent. This allows you to more accurately forecast sales and revenue figures over time.
SEO = Secret Sauce to your Marketing Mix
The days of “single impact” conversions are over. Sorry folks, but even those PPC ads are not getting the job done any more.
With today’s over-advertised to population, your marketing channels need to be synergistic, painting a picture and telling a story about your organization and the solution/product you provide and how that solution/product will impact your customers.
Current research into the customer journey demonstrates that on average it takes 6-8 interactions with a customer BEFORE they will make a buying decision.
This means that businesses NEED to have multiple marketing channels in place to provide the points of presence necessary to impact that sales cycle.
For example, a typical online sales cycle in 2018 might go something like this:
Step 1: Customer searches Google for a generic product/service
Step 2: After finding your site customer heads over to facebook or other social media to see what others are saying about you
Step 3: Customer sees a retargeting ad for your company to sign up to the email list in exchange for something of value but still does not purchase
Step 4: Customer is browsing the web the following week and sees another retargeting ad for your company.
Step 5: Customer has your service in their mind from previous touch points but can’t remember the URL so they go back to Google and type in the search phrase looking for you in the organic listings
Step 6: Customer finds your site (hopefully, if you’re ranking) and makes a purchase
The above scenario is one of thousands. The point is, your organic positioning can influence and drive conversions from display, PPC, email and other formats…in the same way those other advertising and marketing channels can boost your SEO conversions.
Till Next Time….
Salterra Web Services Specializes in Web Design, Internet Marketing, Search Engine Optimization, Hosting, Software Development, and Graphics. We also have a division that removes website malware, and maintains virus protection and the removal of malicious software. We founded the company in 2010. We are centrally located in Tempe, Arizona, but we have clients all over the world.