When a consumer needs a product or service, they immediately turn to their search engine of choice – for most online users, that’s Google. Businesses who appear on the first page of relevant searches attract significantly more organic traffic than businesses on Page 2 and beyond – and showing up on Page 1 can mean the difference of thousands of dollars.
If you want to increase your bottom line and grow your business, you need to make search engine optimization (SEO) a part of your strategy. Search engine optimization is designed to help increase the quantity and quality of organic traffic to improve your overall sales. Let’s take a look at some of the ways SEO impacts your business – and how you can harness the power of optimization tactics in your business plan.
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Google’s priority is to provide best possible results for users. Therefore, many of Google’s algorithm updates are centered on ensuring users are directed to sites with relevant content and great user experience. Many SEO tactics are designed to improve consumer experience, including:
The better the user experience, the more clicks, leads, and conversion rates you’ll have – and the better impression you’ll leave on the right audience.
Around 62% of consumers turn to search engines when they want to learn more about a product, service or business. SEO can help you attract a relevant audience; because you’re attracting people who are likely to need or use your product or service, you have a better chance of converting them into paying customers. Bottom line: by attracting these high-quality leads, you improve your overall conversion rates.
SEO efforts can also improve brand awareness. This is important, as site visitors may not always be ready to purchase; however, after a few visits, their awareness of your offerings may guide their purchase in the near or far future.
Today’s consumers have access to an endless trove or resources that can help them learn about their options before making a purchase – are you one of those resources? SEO can help you establish your brand as a leader in your industry. By creating valuable, well-written content around key terms related to your industry, you can build trust and credibility with customers early on in the research phase of the buyer’s journey. Establishing authority in your field can positively impact your business, but keep in mind that this is a long-term strategy – you won’t see success in this overnight. It can take months or even years to see optimal rankings, but you’ll likely find it worth the investment.
Small businesses and those with multiple locations can benefit from enhanced local search. According to Google, 46% of searches have a “local intent”; any company with good enough authority can rank for a query like “how to fix a broken door lock”, if the query has more local/purchase intent, it transforms to “locksmiths near to me”. Local SEO services looks to optimize your website for a specific location, making it easy for people in your immediate area to find your business quickly and easily. Tactics include website localization, citation building, Google My Business optimizations, reviews and ratings management, and link building strategies.
The benefits of search engine optimization (SEO) are vast. If you want to set your business up for success, you need to consider investing in SEO strategies to remain competitive, regardless of industry.
