You have a high-quality brand. You have countless products, services, and insights to offer your target market. And still, you find that there is a gap between your company and its visibility. You can’t seem to get on the radar. Why is this?
Our bet: you may be overlooking the power of SEO, or search engine optimization.
Unfamiliar with SEO? To put it simply, SEO refers to a combination of technical tactics—both on the front and back end—that help your website appear higher up in search results. You can carry out some of these tactics yourself. Many of them involve direct implementation on your website (while others do not), and they may include:
- keyword research
- regularly updated blog posts
- metadata optimization
- image optimization
- social media engagement
- online reviews
- video content
Now that you have a better sense of what SEO entails, let’s walk through some of the main benefits of improving your brand’s SEO.
Benefit #1: SEO enhances brand visibility
Do you remember the last time you clicked past the first page of results when searching for something online? Probably not — the first five search engine results get 67 percent of all clicks. One of the benefits of good SEO is that it ensures that you are as close to the top of the search engine results as possible. By helping your site rise through the ranks, SEO allows customers to quickly find your business when they search online. A bonus? The joy of outranking your competition.
Benefit #2: SEO results in greater brand credibility
As mentioned, not many people click past page one when they Google something. But have you ever considered why? Our perception of credibility may play a large role in this, whether conscious or not. When we see a site listed on the first page of a search engine like Google, we assume that the search engine has sifted through the spam to provide us with the highest-quality sources: websites we can trust. So, what does this mean for your company? By improving your SEO—and your search engine rankings—your prospects will be more likely to consider you a trusted brand.
Benefit #3: SEO increases organic website traffic
Did you know that 51 percent of all website traffic results from organic searches? SEO not only drives organic traffic—it drives quality organic website traffic. By focusing on tactics such as relevant keywords, optimized tags and tailored meta descriptions that show up in the search results, SEO targets people who are truly looking for the products, services, and overall insights that your brand has to offer.
Benefit #4: SEO leads to sales conversions
Prioritizing SEO can lead to increased sales conversion rates. On average, SEO leads to a 14.6% average conversion rate according to 99Firms, compared to other methods such as direct mail and print advertising, which only have a 1.7% average conversion rate. Why does SEO generate so many more sales than alternative strategies? One key reason is that SEO attracts people who have consciously chosen to search for what you have to offer, so they are truly paying attention.
Benefit #5: SEO is highly cost-effective
As mentioned above, SEO leads to sales—and according to BrightEdge, organic traffic accounts for over 40 percent of revenue. When your website is at the top of the search rankings, this also also decreases the need for paid advertising and outbound methods of lead generation such as cold-calling and direct sales. Additionally, a great quality of SEO is that you can measure how impactful this marketing investment truly is in a quantifiable way through tools such as Google Analytics, which keeps track of a variety of relevant metrics.
When it comes to improving your brand’s SEO, there are many ways to get started, whether it be investing in keyword research, developing better meta descriptions, or freshening up your brand’s blog. However you start, it is time to take advantage of this highly effective way to increase your brand’s visibility, relevancy, and even sales. SEO is a powerful addition to your marketing strategy that should not be overlooked.