If you own a website, the term Search Engine Optimization (SEO) is one you’ve probably heard before. SEO can directly and indirectly improve the visibility of your business in many ways. There are always new tactics and tools coming out, but consistent effort in managing SEO factors can give your business a wide range of benefits. Here are 5 ways SEO can improve your business.
5 Ways SEO Improves Your Business
1. Improved Search Rankings
With the correct SEO improvements, your website should rank higher for key search queries that your target audience is likely to Google. Having relevant content and addressing specific on-page SEO factors provides search engines with the data they need to determine if you are addressing searcher intent.
A higher position in search engine results means you’ll be in front of more eyes. With the increased brand visibility, your company has the ability to become a familiar name to people in your niche, and that boost in recognition usually leads to more conversions – a sale, a lead, etc.
2. A Better Click-Thru Rate
A click-thru rate (CTR) is determined by dividing the amount of times a link is clicked by the number of times it is seen by searchers. Generally, the first two to three search results take a large chunk of organic search traffic, and once you get beyond page 1, clicks tend to drop off quite a bit.
In the past year, Google has decided to place a higher importance on a website’s mobile performance. Since more and more people are completing searches on mobile devices, your current site absolutely needs to be optimized for mobile. Odds are you’ll see some negative effects in your rankings and CTRs if it is not.
When you complete a Google Search, you’ve probably noticed that the results provide a title, a url, and a description of the page. By adjusting these items, you can increase your chances of catching the eye of a searcher by demonstrating that your website directly answers a question or need. It shouldn’t be a surprise that by addressing a searchers needs, you’ll see a higher CTR.
3. Increased Visibility
Google’s algorithm associates words with not only their actual meaning, but also closely related categories and topics. By ranking higher for your main keywords, you will more than likely also rank for other closely related terms as well. This will make you appear in a broader range of search queries, which can have a significant impact on your organic search traffic.
Another factor to consider as we move into the future is voice search. As you can imagine, the way someone searches when typing versus when speaking is extremely different. Oftentimes, people ask questions and wind up using phrases such as “near me”, “local”, “best”, when completing a voice search. You’ll widen your visibility net even further by adding content to your website that specifically addresses common questions people might ask via voice search.
4. Build Brand Trust
If your website is consistently showing up in search terms related to your niche market, you can expect to see an increase in brand trust for your business. There is nothing more powerful than being associated with the product or service you provide. The effect of brand trust can snowball quickly, as Google tends to reward websites that consistently meet a searcher’s intent, and with better brand trust, your customers are more likely to tag or mention your business on social media, which affects additional SEO signal factors.
The main goal at the end of the day is to position your company as an expert in your field. One of the best ways to do this is by starting a blog and writing about topics related to your niche that you excel in.
5. Discover New Opportunities in your Niche
Improving SEO requires consistent effort due to a variety of reasons, but one of the main ones is that the internet is always in a constant state of change. Google algorithms change, search behavior changes, etc. When running an SEO campaign, a Digital Marketer will make use of a variety of tracking tools that can give additional insights into untapped opportunities.
Keyword research can lead to new ideas for content, products, or services. Checking search data on your website can reveal search terms you have yet to incorporate into your website content. Analyzing competitors can expose a wide range of SEO strengths and weaknesses. This data is invaluable when it comes to addressing your SEO.
Gathering more information about what customers you are reaching, from where, and how, you will find new opportunities about how to market your products or services. You may find that you have a lot of organic traffic from a region you never even thought to advertise to, or simply did not recognize the significance of. You may find a particular topic your content does not mention, increasing everything mentioned above and creating further avenues to explore. If you learn from your customers so you can server them better, search engines will reward you.