Why You Should Invest in SEO

Google ‘SEO’ and the first three links that come up are not in fact search results, rather they are advertisements for websites claiming to improve your SEO.

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While this primarily provided me with a small chuckle, it also offers a starting point for discussion on the true impact of SEO.

Search Engine Optimisation, or SEO refers to the methods behind increasing the visibility in search engine results. Unlike other Search Engine Marketing (SEM) strategies where keyword-related banner advertisements are displayed on search results pages, SEO involves structuring your site in such a way that it ranks highly in search engine results. But why is this important?

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Improves Visibility and Credibility

Search engines are becoming a critical part of our lives. I cannot recall a large purchase I’ve made without first looking into different alternatives on google. When 90% of users do not look past the first 3 pages, it is crucial that your business ranks as highly as possible. Not only does this increase the amount of traffic to your website, but being in the top few search results adds credibility to your brand, as it shows consumers that your website is relevant in the eyes of google. In addition, showing up in multiple searches gives you more mindshare with potential customers.

 

Significant ROI

SEO is known to have one of the best ROI’s of all internet marketing. Unlike traditional marketing where consumers are bombarded with advertisements while trying to watch TV or browse social media, SEO helps to target consumers who are specifically looking for a product like yours. For example, being the number one search result for a given keyword will direct 33% of the traffic to your website.

 

Improves the quality of your own site

One of the main aspects of SEO is streamlining your website to make them more relevant and search engine compatible. While this is undertaken primarily to improve search engine rankings, it also serves to make your website more user friendly. For example having text links may increase your relevance in searches, however it also may aide consumers, by allowing users to easily find the information they are looking for.

 

Do you think there are other benefits to SEO? Or is it just a waste of resources? Let me know in the comments below 🙂

 

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How the Internet of Things is Stealing our Privacy

I have to admit, while researching the Internet of Things (IoT) this week, I secretly loved all the products that were receiving so much hate. “How lazy does one have to be to need a machine to make their coffee by the time their alarm goes off?” As lazy as me, my friends. As lazy as me.

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But putting aside my downright slothful reasons for loving the Internet of Things, do the benefits make up for the loss of privacy. This got me thinking into just how beneficial the IoT is to individual consumers. While I was amused and intrigued by some of the inventions I stumbled upon while studying this topic, I couldn’t help but think that they were at best, making our lives slightly more convenient, not actually satisfying a growing need. While having my coffee ready for me by the time I get out of bed would be nice, the idea of having it 2 minutes later is not a disaster. I guess.

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What could be interpreted as a disaster though, is the loss of privacy that comes from the IoT.

I tend to experience a feeling of FOMO when my friends catch up without me, but the idea of my devices talking about me is one that makes me feel very uneasy. While I enjoy the identical message alerts I get on both my laptop and phone (making me feel a lot more popular than I actually am), I have to wonder how easy it would be for others to connect to my device as well.

While the messages on my phone would only serve to bore a hacker, there are other connections that may cause concern. The personal information that would be gathered by these IoT may not be information we are willing to give up. For example, a device which lets you know when you’re low on your medicine may aid you in terms of convenience, but do you feel comfortable having your medical information out there?

I believe it comes down to personal opinion, and whether or not you believe that the benefit you’re receiving from a certain IoT is worth the privacy you sacrifice. But for consumers to make up their own mind, companies need to be transparent about the data that they will be collecting.

 

What do you think about the loss of privacy? A large sacrifice or a small inconvenience? Let me know in the comments below.

3 Ways to Win Micro Moments

It’s almost impossible to imagine a time when our mobile devices weren’t within an arms reach. My phone has rapidly made its way into my heart, and I don’t see it leaving anytime soon. While this love affair has made a dramatic difference to my life, what does it mean for marketers?

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Google suggests that the key to making the most of our growing dependencies on mobile devices lies in ‘micro moments’. Micro moments are defined as situations when we are looking for information to help us make decisions. It is in these moments that we turn to our devices, and it gives marketers an opportunity to engage.

This brings about the question, how do marketers win micro moments?

Firstly, companies must be there for their consumers. In order to understand what consumers are looking for, you must understand their intentions and their context. It is crucial to understand the most common topics consumers are searching for in relation to your category, and how well you address these topics, if at all. On top of this, how does context affect their search? Is their need for information different when they are in store during business hours as opposed to late at night on a desktop?

Secondly, once you are there for your consumers, the problem shifts to how to be useful? The key here is to provide, quick digestible information for users. Consumers are 69% more likely to buy from a company whose mobile site helps to easily answer their questions. Provide quick information on the location of your product, and how to use it.

Finally, once you know how to be useful to your consumers, the focus should be shifted onto speed. In order to do this, mobile sites need to cut down on the number of steps a user must take. It is also essential to anticipate their needs, by considering mobile content searches, you can find what consumers are looking for on your site, and provide it to them before they go looking for it. And of course, load time must be kept to a minimum.

Simple. Be there, be useful, and be quick. Comments?