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.
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?
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.
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 🙂