Many brands and companies know that they need SEO for their digital properties, and the benefits they will get from that SEO work are implemented in their name. SEO will certainly improve the search ability and overall visibility of a website, but what other real value does it offer? Why is SEO so important?
These 10 reasons should offer some clarity, regardless of the industry or business size, as to why businesses need SEO to take their brand to the next level.
Organic search is a large part of the performance of most business’s websites, as well as a critical component of the buyer’s funnel and, ultimately, makes users complete a conversion or engagement. As marketing specialists know, Google has a significantly larger portion of the search market than competitors such as Yahoo, Bing, Baidu, Yandex, DuckDuckGo and many others.
That does not mean that all search engines do not contribute to the visibility of a brand, they do, it is just that Google owns about 75 percent of the general search market. He is the clear leader and, therefore, it is important to follow his guidelines.
But the remaining 25 percent of the market owned by other engines is also obviously valuable to brands. Google, being the most visited website in the world (as well as specifically in the United States), is also the most popular email provider in the world (with more than one billion users). Not to mention that YouTube is the second largest search engine.
We know that a clear majority of the world that has access to the Internet visits Google at least once a day to obtain information. Being highly visible as a reliable resource by Google and other search engines will always work in favor of a brand. A quality SEO and a high quality website carry brands there.
The goal of any experienced SEO is to establish a solid foundation for a beautiful website with a clean and effective user experience that is easily detectable in the search thanks to the trust and credibility of the brand and its digital properties.
Many elements go into establishing authority with respect to search engines like Google. In addition to the factors mentioned above, authority accumulates over time as a result of elements such as:
But establishing that authority will do more for a brand than most, if not all, other digital optimizations. The problem is that it is impossible to generate confidence and credibility overnight, as in real life. Authority is earned and built over time.
Establishing a brand as an authority requires patience, effort and commitment, but it is also based on offering a valuable product and service that allows customers to trust a brand.
Everyone wants better organic rankings and maximum visibility. Few realize that the optimal user experience is a big part of getting there. Google has learned to interpret a favorable or unfavorable user experience, and a positive user experience has become a fundamental element for the success of a website. Customers know what they want. If they can’t find it, there will be a problem and the performance will suffer.
A clear example of how to create a solid user experience is how Google has increasingly become a response engine that offers data searched directly in SERPs (search engine results pages) for users.
The intention of this is to offer users the information they seek in less clicks, quickly and easily. Quality SEO incorporates a positive user experience, taking advantage of it to work for a brand
With the increase and increasing domination of mobile traffic, local search has become a fundamental part of the success of small and medium enterprises. The local SEO aims to optimize its digital properties for a specific neighborhood, so that people can find it quickly and easily, bringing them one step closer to a transaction.
Local optimizations focus on towns, cities, regions and even specific states, to establish a viable means for messaging a brand locally.
SEO professionals do this by optimizing the brand’s website and its content, including local citations and backlinks, as well as local listings relevant to the location and commercial sector to which a brand belongs.
To promote engagement at the local level, SEO professionals should optimize a brand’s Knowledge Graph panel, its Google My Business listing and its social media profiles as a start.
There should also be a strong emphasis on user reviews on Google, as well as on other review sites such as Yelp, Home Advisor and Angie’s List (among others), depending on the industry.
Clients do their research. That is one of the biggest advantages of the Internet from the perspective of the buyer.
The use of SEO tactics to convey your messages to obtain good offers, innovative products and services, and the importance and reliability of what you offer to customers will be a game changer.
Without a doubt, it will also have a positive impact on the buying cycle when done correctly.
Brands must be visible in places where people need them in order to establish a dignified connection. Local SEO improves that visibility and allows potential customers to find the answers, and the companies that provide those answers.
It’s great to have SEO tactics implemented on a brand’s website and its digital properties, but if it is a short-term commitment (budget constraints, etc.) and the site is not reassessed consistently over time, it will reach a threshold where it can no longer improve due to other obstacles.
The way the search world evolves, basically at Google’s discretion, requires constant monitoring of changes to stay ahead of the competition and, hopefully, on page 1.
Being proactive and monitoring important changes in the algorithm will always benefit brands that do. We know that Google makes thousands of algorithm changes a year. If you fall far behind, it will be extremely difficult to return. SEO professionals help ensure that it is avoided.
SEO can have a remarkable impact within the first year of action, and many of those actions will have an impact that will last more than several years. As the market evolves, yes, it is better to follow trends and changes closely. But even a site that has not implemented a lot of intense SEO recommendations will improve the basic SEO best practices used in an honest website with a decent user experience.
And the more time, effort and SEO budget you commit, the better and longer the website will be to be a worthy competitor in your market.
While SEO does not offer the easiest ROI to calculate, such as paid search, it can measure almost anything with proper tracking and analysis. The big problem is trying to connect the points in the back end since there is no definitive way to understand the correlation between all the actions taken.
Still, it is worth understanding how certain actions are supposed to affect performance and growth, and hopefully they will. Any good SEO will aim at these improvements, so connecting the dots should not be a challenge.
Brands also want to know and understand where they were, where they are and where they are going in terms of digital performance, especially for SEO when they have a person / company that is paid to run on their behalf. Nor is there a better way to show the success of SEO. We all know that data never lies.
It is no secret in the SEO world that if you are not on page 1, you are probably not killing the organic search game.
A recent study shows that the first three organic search ranking positions result in almost 40 percent of all clicks, while up to 30 percent of all results on pages 1 and 2 do not receive any clicks.
What’s this mean? Two things:
Sure, it costs money. All the best things do, right?
But SEO is relatively cheap in the big scheme of things, and the reward will probably be considerable in terms of the benefits and the end result of a brand.
This is not a marketing cost; This is a true business investment. The good SEO implementation will keep the water for years to come. And, like most things in life, it will only get better with the greater attention (and investment) it receives.