Why SEO Helps You Reach New Business Heights


Social Media Week

Search Engine Optimisation is a vital ingredient in the marketing mix to help your business climb to new heights of profitability.

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Search Engine Optimisation is a vital ingredient in the marketing mix to help your business climb to new heights of profitability. Although there is a lot of discussion around the best practices of SEO, it’s inarguably one of the leading methods for connecting with specific consumers to share and hence promote your products and services to. This article will explore how SEO offers incomparable value to a company and the best ways to do it.

Add SEO To Your Marketing Mix

Think of your marketing in baking terms. SEO isn’t the icing on the cake, but it’s a make or break ingredient that stops your flan from flopping or your sponge from sinking instead of rising. The marketing mix, therefore, refers to all of the important ingredients that help to make your baked goods look so great.

For a business, the marketing mix includes a set of tactics or a plan that a company uses to promote its brand or product. Each element influences each other and hence when done right, SEO has a great knock-on effect to really take your business to the next level. But if not taken seriously, just like a cake, your company can get burnt.

Good SEO Looks Like

Search engine optimisation is the process of enhancing your website, through its content, social channels and so on to help it perform better in organic search. This is where visitors search for terms, known as keywords, and websites are listed in order of relevance.

In that respect, good SEO fits the various types of search intent, including:

  • Navigational
  • Informational
  • Transactional
  • Commercial

All of which help to improve user experience which can increase numbers of online sales and better establish relationships between brand and visitor as the site feels as though it is built for the buyer.

One of the greatest benefits of SEO has to be its ability to generate a high conversion rate. As the website is centered on search terms, it attracts targeted visitors who are interested in those particular keywords. Quick, cheap SEO has seldom short terms benefits and even smaller lasting value. Assigning plenty time and money to this marketing tactic is therefore vital for reaching the right people – and still, it doesn’t break the bank!

The Long-Term Success

Optimising all of your content may seem pretty pointless, especially when you don’t see instant results. But you have to be in it for the long haul. SEO is about creating long-term success.

Long Term Success | SEO Blog

Healthy SEO works like rolling a snowball down a hill. It starts small but gradually it gains momentum, size, and impact as it goes. So, the more work you put in the early stages of your online marketing, the less you have to do later and the bigger the benefits.

SEO Is The Inexpensive Marketing Tool

Search Engine Optimisation is one of the cheapest marketing strategies out there. In most cases, if you can up your skills to do it yourself, the only thing it costs you is your time. However, for beginners, it’s suggested to employ an SEO expert to get the job done. Just like you wouldn’t fancy fixing your broken boiler yourself, to find success your SEO is best done by an expert. Even still, the benefits outweigh the financial costs greatly.

A Cost-Effective Tactic

A great aspect of SEO is that it is cost-effective. Your marketing costs are identical whether one visitor in a thousand buys from you, or one in a hundred, or one in every five. Obviously, the more people who buy, the better it is for your business and sales growth. However, as generating customers takes time, don’t see your SEO practices as a waste of time. They actually lead to free advertising, which as your content continually gets optimised, brings customers along with it.

Remember: SEO is an ongoing process that helps businesses obtain high rankings and hence business growth. Reaching new business heights doesn’t come from infrequent enhancements to your content. Updating regularly on multiple platforms is vital to have healthy SEO across both your site and social channels.

Gets You Free Advertising

SEO is a great way to give your brand some exposure to new customers, even if they don’t decide to click on your website. You get your business name and contact details in front of a wider audience, increasing your brand awareness.

Google Search Results | Free Advertising Example | Why SEO

We can see that even though a user may choose the first Google result from the BBC for a cupcake recipe, as it is deemed the most relevant, the other search results still give brand’s exposure. By improving your listing on Google through additional SEO practices such as adding contact details, rating and even links to other pages or social channels, you help your brand to stand out. Just like The Cupcake Queen has with their TripAdvisor listing.

Remember: For SEO to work to its full effect you must ensure that your website appeals to the right audience, and gets viewed by a wide segment of it. This will add to ensuring your digital presence best performs the critical task of getting qualified leads and converting them into cash-spending customers.

Brand Building

What’s more, with your company becoming associated with certain keywords and phrases, it signals to searchers that you are the answer to their queries. That means, over time, users will swap their generic searches for your brand name helping you dominate the market for that product or service. Also known as brand building. Assuming your business then can win customers over to make more sales, trust and credibility increases.

The Stats: ‘The top spot on Google SERPs gets 36.4% of all clicks, the #2 spot gets 12.5%, #3 takes 9.5%, and from there it declines quickly.’ – Search Engine Land

Impacts On The Buying Cycle

SEO is known to increase your sales without proportionately increasing your marketing costs. This marketing strategy thereby helps to grow profits rapidly over time, as of its fundamental effect of better conversions and more sales at smaller costs.

This means that more profits can be tailored to make more enhancements for customers to make their experience with the company better than that with their competitors. Staying one step ahead is achieved quicker and with less expense through SEO practices.

Quick Tip: When your competition has a smaller marketing budget, they can sometimes overlook opportunities, like doing good SEO. If you can get the expertise to carry out healthy SEO, you can take advantage of their weaknesses.

Helps to Drive Offline Sales

Although SEO is targeted towards generating online sales and increasing a digital presence, it can, in fact, have a knock on effect to drive offline sales too. As more offline sales are influenced by research done on the web, businesses can no longer afford to ignore online marketing.

Your website is your best employee – the never-resting salesperson, working day and night to deliver qualified leads to your business. SEO is the key solution that can bring many more searches to your virtual doorstep to persuade them to buy online or give them the information to make a sale in the store!

The Leverage In Social Sharing

Content shared by users on social networks are directly related to SEO specific parameters, (things like title tags and meta descriptions). These are the things you see when people share posts and stories to different social media channels such as Facebook, Twitter and Google +.

Through SEO, you gain more control over what people read, think and do on social sites to help filter the content you want them to see. You can then spread through their networks at the speed of light, in the way you want to.

Social Media Sharing | Why SEO

Measurable Marketing Tool

Another great bonus of SEO, like many marketing tactics, is it can be measured! That means every element can be recorded, analysed, evaluated and corrected. Perfect for calculating the return on every SEO penny invested. By continuously monitoring the figures and making improvements, you can watch your sales and profits skyrocket.

Remember: Measuring your results is key in letting you know how hard your SEO is working to know if it is reaching it’s full potential!

Paid Traffic and SEO

What a combination! You don’t have to leave your SEO practices to stand alone. Likewise, you shouldn’t think just because you are dominating the source of one-quarter of traffic, that you are doing excellent. Put your business cap on. Getting those other quarters of traffic could be just the thing to push you to new heights.

8 Key Things To Remember

  1. If you’re not there, no doubt your competitors will be, ready to take your customers and sales!
  2. With SEO algorithms on Google and other search engines constantly evolving, opportunities are endless.
  3. SEO is an ongoing process that requires lots of research, time and even experts to get the job done right.
  4. Measuring any of your marketing tactics, but SEO especially is vital in helping create future action plans and improvements for your business.
  5. Controlling your social content through SEO can help to ensure negative material doesn’t go viral.
  6. Internet research is playing a large role in offline sales. Upping your SEO game can help local business particularly, to become more competitive in store.
  7. Good SEO practices fulfill these four customer search types: navigational, informational, transactional and commercial.
  8. You have to be in it to win it. SEO helps to get your name up there for different search terms that gets you free advertising and builds your brand awareness.

Search Engine Optimisation is becoming an undisputed marketing tactic. As more businesses make use of it, the better they do and more companies realise how significant it is.

Understanding the importance of SEO is step one into getting your business reaching new heights. From reading this quick article, we hope you will now know some of the next steps to becoming an SEO guru and exactly why you need to be one!

Katie Rose is Digital Marketing Assistant at iWeb, a leading UK based eCommerce agency. iWeb are certified Magento developers with over 22 years experience designing and developing eCommerce websites.

 

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Katie Rose

Digital Marketing Assistant, iWeb

@iwebtweets

Katie Rose is Digital Marketing Assistant at iWeb, a leading UK based eCommerce agency. iWeb are certified Magento developers with over 22 years experience designing and developing eCommerce websites.



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