Search Engine Optimisation (SEO), also known as search engine positioning or search engine optimisation, is currently a great ally for brands and businesses. Why? Because appearing and being found at the top of search engines like Google is the best decision and investment for our business on the Internet. Therefore, in this article we will address the main reasons to do SEO and thus improve traffic and gain more customers.
There is no doubt that the best way to reach potential customers is through search engines, which is why it is of vital importance to implement an SEO strategy; but it is not only to implement it but also to keep it updated, because for example, Google, the search engine par excellence worldwide, loves to change its algorithm with some frequency to provide its users with a better experience.
According to multiple researches, not doing SEO limits the growth of a brand or a company. If we want to stay high click-throughs on our pages, we need to make sure we stay at #1 in the search engines. One of the main advantages is that it focuses on organic search results, i.e. those that are not paid for.
Reasons to do SEO
So far we have gone over some of the benefits of implementing SEO as part of our Digital Marketing strategies. However, the main reasons to do SEO are focused on:
- IT IS THE MAIN SOURCE OF WEB TRAFFIC
As we all know, traffic is everything! Statistics show that companies that have an efficient SEO, get more organic visits to their website. So doing a good SEO, can help us to be more visible in the digital world, as well as to be trusted by search engines and also get a better position in the results page (SERP), which translates into more organic traffic.
- INCREASES USER EXPERIENCE
Google has created various analysis tools, which act as a kind of “digital psychologist”. By scanning our website, the search engine’s software provides data that shows whether there are problems on our website, how our audience behaves and what content they read most, as well as which pages are most visited.
All this is done in order to improve the user experience and to allow us to define a strategy that leads us to improve, enhance or replace some aspects of our website.
- SEO BUILDS TRUST AND CREDIBILITY
Based on what was described in the previous paragraph, when Google creates algorithms that are responsible for improving the user experience (UX), it means that we leave behind empty and useless content on our websites. SEO and UX have a very close relationship, with these two elements we gain the trust of our users; and consequently we obtain credibility and authority, which leads to more leads, more sales and more conversions for our page.
- SIGNIFICANTLY INCREASES ENGAGEMENT AND THEREFORE CONVERSION
Thanks to mobile devices, people tend to buy more products and services online from anywhere and at any time; which is beneficial for any online business as long as it is in tune with mobile searches; and that web search engines can locate it correctly. When this happens, it is inevitable that our conversion rate will be positively affected.
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- PROVIDES NEW OPPORTUNITIES TO SHINE
We may be excellent marketers, our products may be great, or we may have wonderful offers. But what if no one sees them, what if Google can’t show them, what if the user doesn’t feel confident in making the purchase, what if the user doesn’t feel confident in making the purchase? SEO takes care of all this, which can become a problem. Why? Because it simply clears the way for us on the web to generate the right traffic so that we can convert more users into buyers.
Factors that influence the positioning of a page
There are various aspects on which a search engine bases its positioning of a web page; but there are two elements that are basic and very decisive: authority and relevance.
Firstly, authority has to do with the popularity of a website; the more popular it is, the more valuable the information it contains will be. This is the factor that a search engine takes into account the most, since it is based on the user’s own experience. The more a piece of content is shared, the more users have found it useful.
Relevance, on the other hand, refers to the relationship of a page to a given search. It is not a matter of a page containing a lot of times the searched term; rather, a search engine relies on hundreds of on-site factors to determine this.
Now, it is worth mentioning in this topic of the indisputable reasons to do SEO, that it is divided into two main groups. The first of these is On-site; which as we mentioned earlier is concerned with relevance and making sure that the website is optimised. On-site SEO includes factors such as user experience, page load time, keyword optimisation, microdata, robots txt and site maps.
The second group is the SEO Of-site, which focuses on external factors to our web pages; among them are the number and quality of links, brand authority, presence in social networks, among others.
Why is SEO important?
The main objective of Search Engine Optimisation is to make our website more useful for both users and search engines.
The latter cannot see a website in the same way as a human can. And that is why SEO exists, because it helps them understand what each page is about. It also has the ability to filter whether it is useful or not for users.
In other words, SEO is the best way for our users to find us through searches where our website is relevant. Let’s remember that nowadays users consult the Internet very often before making a purchase decision and appearing in the first three places in the results can guarantee us more sales and, therefore, more customers.
Myths Vs Reasons to do SEO
Like any successful strategy, SEO also has its detractors, reflected in those myths and misunderstandings that have arisen to undermine the effectiveness of this powerful tool. Here we dismantle some of these myths with powerful reasons, to shed some light and truth to the whole issue, with objective and effective information.
- SEO is just another scam. False. SEO does work. The mistake often lies simply in the way the SEO “expert” company designed the strategy or marketing campaign.
- It is a dying practice. It is also a lie. SEO is constantly changing, but that doesn’t mean it’s going to disappear. On the contrary, it is a strategy that delivers results, both in the short and long term; it is growing and continually reinventing itself.
- SEO is unpredictable and dangerous – not true either! This is one of the most common myths. The application of SEO does not mean that our website will rank in the first places from one day to the next. SEO, implemented as a strategy, requires time and several tests until we know for sure which techniques are the most effective for our company. The success achieved by discovering this makes SEO a very predictable, trend-setting and predictive Internet marketing strategy.
As it has been exposed in this article, SEO is a successful strategy but it requires time to achieve it. Therefore, it is advisable, especially for those who are starting their way through the world of digital business, to turn to experts in the field to achieve visible results; because although it sounds easy, positioning through SEO is not easy at all.
Many digital marketing companies offer SEO positioning as one of their services, but it tends to be expensive. Why is that? Because it requires precise execution and basic knowledge to achieve the objectives correctly.
Ultimately, SEO requires hard work, such as content creation, but in turn, it amplifies organic traffic to that content, making it the most cost-effective type of investment over time.