It’s a buzzword you’ve probably heard, but do you know the true value of search engine optimization (SEO)? To dive into this complex topic, you must first know the definition of SEO and what goes into this practice. SEO is the discipline of increasing the quality and quantity of traffic to your site via organic search engine results. There are 4.5 billion Google searches per day worldwide–you want to make sure your site stands out, so that you can continue to capitalize on the revolutionized way of doing business in the digital age.
What does quality mean? Simply put, you want traffic that is relevant to what you sell or the service you provide. You can attract all kinds of traffic, but if they’re not looking for what you have to offer, it won’t result in leads or conversions. Once you have attracted your perfect blend of target audience, quantity is important. The more quality visitors you have coming to your site, the more likely you are to garner leads and turn conversions. Lastly, the organic results are those that do not come from advertisements placed on the internet. These organic results are because you (or Hyperlinks Media) worked hard to beef up your content and generate traffic.
The True Value of SEO
You know what it is, but why should it have a place in your businesses marketing budget? Considering we now know that 82 percent of consumers conduct research online prior to making purchasing decisions, it’s important for your business to be one of the first ones offering them a product or service–on the first page of the search engine results pages (SERPs). Let’s start with some statistics:
- 70 percent of the links search users click on are organic
- 70 to 80 percent of users ignore paid advertisements, focusing on organic results
- 75 percent of users never scroll past the first SERP
- Search is one of the top two internet activities
SEO is an invaluable asset when it comes to garnering leads and turning conversions, all on its own. When teamed up with local listings, email marketing and social media, it’s a powerhouse of epic proportions. You will see your ROI almost immediately after beefing up your content and SEO completion.
Why SEO Professionals are Essential to Success
SEO requires extensive knowledge of the ever-changing search engine algorithms, which can be quite intensive if you’re a newbie to SEO, or if you have a business to run. The search engines aren’t exactly forthright about about things like algorithm updates, and it can be difficult to discern what will rank and what won’t. It often takes a well-educated process of trial and error, requiring constant updates.
When examining SEO, strategy is the most important component of the digital marketing efforts. Content is still king (we’ll go more into this another day), but SEO is what puts that content on the map. Content marketing distribution lead to a 2,000 percent increase in blog traffic and a 40 percent increase in revenue in 2017. The catch? Content visibility is dependent on SEO efforts. In the end, if you’re spending hours on end cultivating compelling content for your site, but you don’t invest in SEO, you’re losing money.
Furthermore, a study conducted by Outbrain shows that search is the number one driver of traffic to content sites, even beating social media by more than 300 percent. You want to make sure you’re on the first SERP so that you can reap the rewards of that statistic.
If you’re a business owner, you want a high click-through rate and a top spot on the SERPs–everyone does. But, what does it really take to get there? In two words: it’s complicated.
Everyone in this industry is well-aware of the fact that Google uses approximately 200 ranking factors to rank your site. Yes, you read that correctly. It can be difficult to know which factors are the most important in gaining a coveted spot on the first page of Google–which is why you should hire a team of experts–but as stated previously, content is still king.
While prior to the Google Panda algorithm update, it was indeed possible to push out thin content and rank high on the search engines, that’s simply not the case in 2017. Backlinko recently analyzed one million Google search results in order to learn which factors first-page search engine results have in common. They found that longer content tends to do well on Google, with the average Google first page result containing, 1,890 words. Ultimately, the search engines respond to user demands.
This new finding suggests that today’s readers are interested in high-quality content, not brief, keyword-stuffed results. They want content and stories that speak to their lifestyle, their needs and their interests. For SEO professionals, this data is important and leads us to prioritize the quality of the content in our SEO strategy.
While this is just one aspect of an SEO strategy, there are more than 199 others that we take into consideration when working on SEO for your business, and it’s something to think about if you’re considering writing your own content for your site. At Hyperlinks Media, we specialize in helping business owners with SEO so they can focus on their customers. Call us today to see what we can do for you!