Are you struggling with a lack of website visitors to your business website? This is normal in new and small-scale businesses, but what if you are a large and established business? Not having a source of lead generation via your website or a way to drive new traffic for product sales is detrimental to your business.
It is never easy to promote your website to the top of search engine results because it is so competitive, especially in 2020 when all things are going digital. Regardless, you must understand the tremendous importance of optimizing your website.
In a survey conducted by Flying V Group, of all the online sessions, 93% of these sessions start with searching for a certain keyword on a search engine and Google accounts for 70%+ of ALL online queries.
I, myself, start my online sessions by searching for a keyword on Google and go to the first or second website in the Google search engine results placements (SERPs) because, more often than not, these sites that rank at the top of the results are known to be the most authoritative.
Maximizing your audience reach for your business is crucial for business owners. Finding your website on multiple platforms will boost the marketability of your products or increase the amount of inbound leads your company has to handle.
But first, you have to make your website visible to your intended audience. To achieve this, you must meet the requirements a search engine needs to rank your site among the top websites. We call this Search Engine Optimization or SEO. The goal is to place your website on the top 10 SERP's because a majority of the traffic goes to those listings.
Small-scale and start-up businesses need SEO to expand their audience, but SEO is not limited to these businesses. Large companies use SEO for its many benefits, one of them being that SEO is the best investment you can make in a digital marketing and advertising strategy. When you do SEO, significant organic traffic will come to your website.
Why You Should Use Search Engine Optimization (SEO) for Your Business
1. SEO Generates a Higher Click-Through-Rate (CTR)
The amount of online traffic skyrocketed with the COVID-19 outbreak due to the increase in number of online searches. With limited access to the outside world, we depend on the accessibility the internet provides us.
As a business owner, you should note this monumental shift in the marketing paradigm. If you want your business to flourish, you should know about the effects of digital marketing on your business and how the digital space is even more important due to the use of the web.
To take advantage of this opportunity, companies use pay per click (PPC) marketing to gain a quick influx of traffic to their websites. Pay-per-click ads are the paid advertisements you see when you use Google search. This can induce traffic, but 73% of the users ignore these paid ads.
A majority of the users prefer organic search results because they are not familiar with your company or your product or they are looking for the listings that are more authoritarian. Since they don’t know you, they don’t trust you.
Search engine users have a notion that if a website ranks high on SERPs, these websites are trustworthy. This means that many people go directly to those websites that are found in the top position below the ads.
Your money will be wasted if you invest all of your money on PPC without being sure that people will click on your website. A good marketing strategy is being able to connect with your audience and have multiple sources of attribution to gauge the most effective one.
You need to make the most of this opportunity now - as people are spending most of their time on the internet, especially throughout the pandemic. You’ll want your website to appear on top of your competitors when it comes to Google searches.
Increasing your visibility on the web means more sales. Thus, you need SEO techniques for your website to be visible on certain keyword searches. This will generate more traffic and a higher click-through rate.
2. Grow Your Business Through SEO
As a consumer, we generally want to buy from trusted sources. You’d only recommend a friend to the best pizza chain around, right? The last thing you’d recommend is the worst pizza chain you’ve ever encountered.
Link building works the same way. You would want your website linked on a blog garnering a huge amount of online traffic because their authority passes authority through to your own site. This is considering the premise that your website’s content has the same niche as that of the blogger’s content. In this way, their audience will relate to your content.
Look for famous blogs that are related to your business. The perfect blog would be one that is in touch with their active subscribers and is regularly updating content with the latest and greatest information on the web. The more the blog owner discusses within their comments section, the more online traffic it also may produce.
You also want to see if their content relates to your content. Get their approval on giving backlinks to your blog. Some of their subscribers might even be your new subscribers!
With this in mind, your website must have an identity, as humans do. This gives your business a “human touch.” The term, “building a brand” has a grandeur to it; like something only big businesses could afford to do, but even small-scale businesses can, and should, too!
SEO affects your business growth by increasing traffic and exposure. This leads to improved rankings and higher brand credibility, thus increasing sales.
The process of link building requires a time-consuming effort that may put brand building in the backseat. If you think this will divide your time that you can put into your business too much, there are link building services available online.
For your business to grow, you must have a link building strategy. Keep your strategies fresh so you’ll stay on top of the link building trends.
Link building services focus on making link building strategies that suit your business model. You can focus on improving your content while they find bloggers to pitch your business and concept ideas to.
3. Lower Your Cost Per Acquisition (CPA)
When you input a specific keyword on a search engine, the output will be a couple of links related to that keyword.
In an online business venture, you’ll want to make your website appear at the top of the list Google generates. You can use Google Ads services to make your website appear at the top of the list, but search engine optimization is the long term investment that will pay huge dividends.
As much as this might sound enticing to your business, this will cost you a lot. On average, a company will spend $9,000 to $10,000 a month for a successful paid advertising campaign. Pay-per-click (PPC) advertising works like this: every click through your website converts to money for Google Ads.
Paying a huge amount of money means more clicks on your website, right? Isn’t that a good thing? It is, but it does not guarantee an increase in the revenue for your company because many times PPC shoppers are just that, shoppers.
The key point is that you will pay a huge amount of money for their clicks without knowing whether they stayed on the website or not. Visitors are likely bombarded with these ads, and might click without necessarily having an interest in your site. This will increase your CPA without the assurance of increasing your revenue.
Using SEO, organic traffic directs to your website. Organic traffic or organic search is the unpaid traffic your website receives and is so much more valuable than paid traffic due to the quality. This relies solely on your website’s relevance to the visitor’s keyword search.
If your website receives a visitor without using PPC, you can be certain that your website has the interest of that visitor, which increases the likelihood of an acquisition. Without paying for an advertisement, you have still gained acquisition from your website’s content.
There is a lot to consider when making a website. The key to optimizing your website is to provide content that is relevant to your business. Updating your content from time to time will drive traffic back to your website.
Strategically place keywords across your content pieces and be sure to conduct proper keyword research.
4. When Done Correctly, SEO Yields High ROI
Business owners tend to see SEO as a slow process compared to Search Engine Marketing (SEM). It may take months or even years for your website to show the effects that your business needs. However, once the effects take place, the return is oftentimes exponential.
Investing in a good SEO service will give you a high return on investment (ROI) in the long run. You can’t expect your website to climb to the top of the search engine result in 24 hours. That’s not how it works.
There are a lot of factors to consider when you want your business to be successful. The marketing and management will still rely on you as the business owner. Properly planning and carrying out your business model is crucial in this aspect, but managing your content on your site is just as important.
Analyzing your business competitors’ digital marketing strategy gives you leverage against them. You’ll know where to improve your own site, as well as have a better understanding of the weak points in your competitors’ business models.
Engaging in digital marketing might be tedious for some, but it will impact your business long term!
Although all of the above information will help you in your business, again, you will need to make your content relatable. Good content will bring your website to famous bloggers’ attention with the added possibility to backlink your website in their blogs.
SEO increases your website’s reputation by building links with other famous blogs. This maximizes the potential of your website.
The more audience you have, the more prospective buyers you will gain. Listen to what they are saying, and respond to what they need.
Search Engine Optimization (SEO) gives you leverage against your competitors. It increases your website’s visibility and viability. Fortunately, this highly important element is accessible now through increased availability of so many SEO services. Time and effort will still be required, but the success of your website and business will be inevitable.
Thank you so much for reading 4 Reasons Why Your Business Must Have Search Engine Optimization (SEO) to Be Successful in 2020. We really appreciate it! If you have any questions about our article, or can suggest any other topics you think we should explore, feel free to let us know.
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Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.