In the world of marketing, SEO is one of the most misinterpreted and misunderstood marketing terms. That’s right, friends: I said marketing. Even the best SEO experts have their challenges in debunking SEO myths. It has been painted as a top-secret magic trick that requires the power of Gandalf the Grey to learn its ways, in reality, at its core, it is a marketing method. The undervaluation of SEO has, in turn, caused Savvy business people to fall short in understanding the true value SEO has to offer. SEO is important and is part of a good solid marketing plan for any sized company.
It is extremely unfortunate when a business fails to see the value SEO has to offer. SEO is a very viable marketing outlet and can bring you qualified leads and customers. Studies have proven that SEO can have a superb Return on Investment (ROI) when compared to traditional marketing outlets such as TV and printed ads. SEO won’t turn your company into a Fortune 500 company or bring millions overnight. However, it will provide you with visibility, branding, traffic, high ROI, credibility, and insight into customer behavior.
Search engine ranking is important but it’s about more than having the users click through your website. Keywords are of critical importance and provide visibility to your company. Many web users search multiple times for a product or service. Keywords provide visibility for multiple search results that are related to your business. For example, most customers don’t just simply search once they click on a website and find themselves satisfied. The most common pattern is that they click on multiple websites, edit their search, click on further sites, hone their search again, and so on.
As customer surfs the web they will enter multiple keyword structures. With SEO your company will continue to be visible as they browse which will create more and more mindshare. It will increase the likeliness of them clicking through your website and build trust. This brings us to the next topic of why SEO is imperative for your business.
Searchers unknowingly make mental notes based on the ranking the search results provide. Think back to the days before the internet. Did you call the guy on the 7th page of the listings or did you start from the first page and work your way through. Higher rankings equal a great amount of consumer confidence in your company. High search ratings ultimately will bring your business higher credibility.
Traffic alone will not make you any money. However, would you rather set up your storefront in an old country back road or in the middle of Times Square? The people walking around everywhere aren't guaranteed to make you money but eventually, they will become your customer. Just like Times Square, you still have to give it your best effort to sell to your customers once they are on your website. What’s outstanding is that SEO is usually a great deal more affordable than Times Square.
SEO rewards your business for its efforts at a higher rate than virtually all traditional forms of offline advertising — this translates to virtually all types of internet marketing as well. SEO provides a unique inbound marketing strategy; it provides you with the ability to market to the customer when they are in actual need of the product or service. Unlike commercials, it doesn't interrupt the buyer’s favorite T.V. show or music. There is no need to take up space on a news article or clutter up someone’s email with spam. You simply appear when they are in need of business. The beauty is that you don’t have to convince them they need your product or service you just have to convince them that you are the right company for them. Basically, half the battle is already won before it ever started!
As previously stated, SEO generates a significant amount of traffic which is advantageous. Google Analytics has the ability to track this traffic. Google Analytics is an absolutely amazing tool. The data and metrics are valuable because they provide insight into your customers: demographics, age, purchasing patterns, browsing, language barriers, the technology they use, times they are most active, and more. This provides you with the capability to make informed decisions and layout the best strategies both on and offline.
Robert Portillo is the founder of Nimbus Marketing. Nothing satisfies him more than expressing his thoughts well. He lives in Los Angeles with his wife and two sons. He can often be found at local farmer’s markets, hiking trails, and the beach.