SEO involves researching keywords – terms and phrases that a user may search for – and using them in your website. These may pop up once or several times, and can cover both incredibly specific topics as well as those relevant to your chosen area. This has a combined effect of increasing your own visibility while allowing your customer an ease of access, streamlining their search process and encouraging higher conversion and retention rates. There are lots of other factors when calculating your search engine optimisation – your keyword density and relevance, links to your website by another, whether your website is mobile-friendly (responsive and optimised on mobile devices), and there even exist paid methods.
“Properly executed SEO has massive potential… marketing professionals highly recommend it, citing it as one of the lowest cost, most efficient strategies for digital marketing.”
There are a multitude of benefits to SEO. Properly executed SEO has massive potential for increased click-through, conversion and sales – it’s the reason why marketing professionals highly recommend it, citing it as one of the lowest cost, most efficient strategies for digital marketing. Organic searches (regular results) may account for 64% of website visits – appearing highly on these results ensures that you don’t miss out on a vital source of traffic.
Appearing as one of the top results on a Google search has the additional effect of adding loyalty and credibility to your brand. Users are far more likely to click the first result on the page, as they recognise it as the closest to their search terms – it also shows that you have a high ranking reputation in your area, cultivating trust in your business. At the opposite end, if you rank low into the bottom of the first page, or on the second and third pages, your click-through rate and credibility will plummet – with people either not scrolling far enough to even see your website, or assuming that you’re too new or not well known enough to be credible.
If you’re a local business, you’ll find it especially useful to have good SEO. Google’s own research into local searching behaviour showed that “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same”. Those searches and visits also yielded more purchases than non-local searches.
It can, however, be quite difficult to get right. Pinpointing strategies that work can take time, patience and a keen eye for the right content. If you find yourself at a loss, there are plenty of resources available online. There are also local companies that offer specialist packages in SEO, consisting of keyword research, analysis, and competitor analysis, finding gaps in you and your competitors’ SEO that you can fill. With a complete package, you’ll be able to optimise your website fully, giving you access to the best results.