Reasons Why SEO Is Important For Businesses
Over 3 billion websites on Google alone, making sure the visitors find your site is a tough challenge. Competition is fierce for the top listings, yet without regular visitors, your site might as well not exist. Search Engine Optimization is a proven methodology to increase domain authority with on and off-site optimization techniques, which work in unison with content marketing and social media strategies to increase website visibility on search engine result pages.
Search engine optimization is a technique for optimizing a website to make it rank better in search engines. People use a search engine when they need something and correct SEO efforts can bring people to your website and if they find exactly what they want this will lead to increased profitability for your business. As the internet is the fastest growing sales channel, SEO is a cost-effective marketing strategy which can yield growth in business with minimal risk. It increases the visibility of your website and helps in bringing huge traffic towards your business.
The search engines rank websites based on a number of different kinds of criteria. When a person types certain words, known as “keywords” or “keyword phrases” into a search engine the search engine has to decide what results to return.
Keywords are not the only factor that is important in search engine optimization. Some of the other important factors in SEO are generally considered to be the following:
Benefits of Search Engine Optimization
There are many benefits of search engine optimization for customers. Here are some of the benefits that are considered to be among the top 10 for customers:
1. High return on investment – SEO offers a higher return on investment than any comparable form of marketing.
2. Long-term positioning – Once in place, a properly designed and optimized site will maintain a position in the rankings longer term, while other options for online marketing can lead to outlay that is ongoing and unpredictable.
3. Targeted traffic – SEO can increase the number of visitors who are actively searching for the products or services that the business offers.
4. The promotion that doesn’t sleep – SEO works for an organization 24 hours a day, 7 days a week, 365 days every year.
5. Increased brand visibility – SEO can provide a high international profile for a brand, for a comparatively low outlay.
6. Higher sales – SEO can mean increased sales of products or services.
7. Cost effective- SEO is among the most cost-effective ways of marketing.
8. Increased accessibility – Observing sensible optimization procedures makes a site more accessible to all users.
9. Navigable by the search engines – Properly optimized, all links should function correctly and all pages should be accessible to the engines, making websites easier for the engines to index and correctly categorize.
10. Usability – Observing basic optimization guidelines should mean that visitors have a better user experience.
Search Engine Optimization also offers customers the chance to better track their audience and trends related to this. With proper search engine optimization, it is possible to understand the most commonly used keywords and phrases that the target audience utilizes, to better connect with that audience.
The Internet industry is of a tremendous size and growing phenomenally. As of 2011, McKinsey reported that there were two billion internet users worldwide. Internet was found to account for 3.4% of GDP in 13 countries that McKinsey studied (namely: Canada, France, Germany, Italy, Japan, Russia, UK, USA, Brazil, China, India, South Korea and Sweden). The McKinsey report noted that the internet accounts for a significant and growing proportion of global GDP overall. In fact, it accounted for 21% of GDP growth in the last five years in mature nations. The market is highly fragmented globally with no major dominance by any particular organization.
As of 2014 there were 2.9 billion Internet users worldwide (Statista, 2014) and 61% of the population was found to be online (Bluehost, 2012). Figures show that these people have access to more than three billion websites on Google alone. This means that one of the biggest challenges for companies doing business at the current time is how they get their website to stand out from the three billion and to display to relevant customers. The analysis also shows that:
* 93% of online experiences begin with a search engine.
* 70% of the links search users click on are organic.
* 70-80% of users ignore the paid ads, focusing on the organic results.
* 75% of users never scroll past the first page of search results.
* Search is the #1 driver of traffic to content sites, beating social media by more than 300%.
* SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.
* Over 39% of customers come from search.
* 85% of consumers use the Internet to find local business and 16% do so every week.
All of these factors make search engine optimization a major industry with a very high demand from customers for these types of services. The industry is large and growing all of the time as new websites get indexed into the search engines. This means that there will be a large number of customers that can benefit from search engine optimization services.
In terms of trends within the SEO industry itself, Marketing Profs (2014) present the findings of a report by BrightEdge which reported that 71% of SEO practitioners find the link to be more important in 2014 than it was prior to now. 57% also report search results that include photos and videos to be more important than before. Keyword ranking was still found to be important. Meanwhile, the study found that:
- 85% thought that taking a page/content-based approach to SEO was more important in 2014 than in 2013
- 84% thought that knowing the ultimate impact of pages and content in terms of traffic, conversions, and revenue is now more important than ever before.
- 53% thought that measuring rank in local search engine search markets is more important in 2014 than previously
- 85% thought that measuring rank across mobile devices such as tablets and smartphones is more important in 2014 than it was in 2013
Small businesses have been waking up to the importance of search engine optimization. A study by The Next SEM (2012) found that as can be seen in the diagram below, 48% were spending more on search engine optimization than in the past.
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