You’re in need of some kind of assistance from a service provider. You don’t know anyone who can help you with that right now. What will be the first thing that you do? Of course, googling! You’ll look up the companies and their services that appear on the first page of search results. It’s kind of certain that you won’t bother to click on the second page of the results unless you’re doing some in-depth research!
As there are more and more companies born every year, it is crucial to make your brand name heard among the target customers. Amidst various digital marketing strategies and campaigns, search engines are an essential way to bring in the right crowd of customers to your website and let them know about your brand. With trillions of searches conducted every year, it has become the primary source of digital traffic for brands and also exalts other marketing mediums.
This is where the power of Search Engine Optimization(SEO) is showcased. If you’ve already started your digital marketing journey for your company, you might’ve already heard of SEO.
Search Engine Optimization is a set of techniques and practices targeting to increase organic traffic through search engines to your website. In simple terms, it aims at increasing the visibility of your site, that is, making a web page show up in the top results of search engines like Google, Bing, Yahoo, etc. Better visibility in search results will draw more potential customers and sales.
There are a number of ways in which SEO can help your brand boost its image, trustworthiness and also enhance the user experience when done correctly.
Rank Higher in Search Results
Imagine a customer needing your service immediately, having to do a hundred searches to find your brand. They’ll probably give up after a couple of searches and the worst is the case when they don’t even know your brand. Making yourself easier to find on the internet is crucial when customers search for something you’ve to offer. Visibility is directly related to your ranking.
When your website content follows the techniques for search engine optimization, it is more likely to show up in the top suggestions of the search engine. Customers usually tend to go along with the top suggestions of the search engine and will most probably convert into leads. Thus SEO increases your chances of lead generation by leading the target audience to your website.
Attract Organic Traffic
As mentioned earlier, it is hard to stand out among the various brands competing with us as they’re only increasing in number every year. Sales opportunities are missed if you can’t attract prospective customers to your website. Search engine optimization increases the number of visitors to your website by boosting organic search traffic thus directly impacting sales.
Making it to the featured snippet which shows up above the first ranked website on the search engine results page(SERP), can give your clickthrough rate(CTR) a huge boost. All websites endeavor to acquire the featured snippet which is usually content taken from a blog that answers questions searched by the people.
SEO can act as a valuable tool for brand awareness, building relationships with prospects, and placing yourself as an authoritative and trustworthy professional in your domain.
As you start to rank higher in the search results, chances are that people will start recognizing your brand and consider it as trustworthy as it is suggested by the search engine they already rely on so much. The more familiar your brand gets to people by constantly ranking higher in search results, the more they start to trust, consider and recommend it. This will avail in solidifying your brand name among the customers.
Upgrade User Experience
The search engines use bots to crawl web pages to collect information contained in them and then rank them according to the credibility and clarity of what they’ve found. When your website is search engine optimized, it is evident that it perfectly conveys your products, services, and message along with it.
By considering your search rankings you can derive insights into the user experience on the site and suggestions to tweak your content. If the search rankings are low, you can conclude that the search engine bots couldn’t understand the information clearly, implying that it’ll be the same for a user navigating through your site.
Generating great content, revamping the usability of your site by making the site responsive, and decreasing page load speed can aid in creating a seamless and productive customer experience. These will reduce the bounce rate and motivate the visitors to spend longer on your website, consequently increasing the conversion rate.
Grow Your Brand
Search engine optimization can be considered as a key performance indicator(KPI) of the growth of your brand. Your website content and online presence will grow as your brand grows. The higher the content of keywords and the quality of the overall content in your website, the more often your website will start appearing in the top suggestions and the more organic traffic you’ll attract.
The traffic you attract can often convert into recommendations which play a vital role in elevating your brand by gaining more customers and thus expanding your arena.
Page Authority(PA) is a measure that determines if your website has high quality, relevant and trustworthy content to offer. PA scores range from 1 to 100 and the higher the number, the more authority your site has. There are several tools that can help you find your PA score.
Amplifying search engine optimization with backlinks from credible and popular websites can also influence your PA score. Authority is earnt and built over time as an outcome of facets like backlinks, positive user behavior, machine-learning signals, and optimized on-page elements and content. As authority is something every brand desires to build in a competitive market, it is advantageous to keep your page authority rating in check.
Understand the Customer Better
Search engine optimization data and formats, search query data, SERP analysis, analytics data, and insights, all can furnish clear insights into user behavior and their needs and help in understanding the customer better.
Analyzing the search query data and SERP will let you know what the target customers are looking for in a product like yours. Also, keywords are chosen from the search query data. Analytics data about your existing and potential customers will show the nature and locality of users that find their way to your website. Later you can focus on the factors that made them your potentials and reform your business and services according to their needs.
For example, if you have a huge concentration of clients in one locale, you can put some of your efforts into improving your local search engine rankings. A strong local SEO strategy will give your website the best probable odds of ranking for relevant searches conducted in a particular area, where a lot of your intended audience might reside.
Keep in mind that search engine optimization should be treated as a practice to be followed while creating and publishing content, not as a method to get immediate results. SEO is more like a long-term strategy that’ll help you establish your brand name in the market in the coming months or years and is critical to a brand’s web presence now and in the future. If wielded in the right way, a strong, optimized website can give better results than any of your marketing campaigns.