What is the true value and importance of search engine optimization?
Brands and businesses should know that they need SEO because of the benefits they get from implementing it into their business.
Search engine optimization (Google) gives them visibility and ease of localization.
Here are the reasons that will give us clarity, regardless of industry or company size, as to why you need SEO to take your brand to the next level.
Establishing authority in Google will do a lot for your brand. Organic search is usually the main source of traffic to a website.
Organic search is a big part of most companies' website performance, as well as a critical component of the buyer's funnel and ultimately gets users to that purchase or engagement.
Marketers know very well that Google has a significantly larger share of the search market than competitors like Yahoo, Bing and many others.
That's not to say that other search engines don't contribute to a brand's visibility, it's simply that Google owns about 75 percent of the overall search market. It's clearly the leader and, therefore, it's important to follow its guidelines.
Google, being the most visited website in the world, is also the most popular email provider (Gmail). It is also worth mentioning that YouTube is the second largest search engine out there.we know that the vast majority of people with internet access visit Google at least once a day for information. It will always work in a brand's favor to be highly visible with a trusted source of Google and other search engines. SEO and a high quality website make brands visible.
The goal of any experienced SEO is to establish a solid foundation for a website that will give the user an accurate and effective user experience that is easily discoverable in search, thanks to the trust and credibility of the brand and its digital properties.
Many elements are taken into account to establish authority with respect to search engines such as Google. In addition to the factors already mentioned, authority accumulates over time as a result of the following elements:
- Quality back link profiles.
- Positive user behavior.
- Machine learning signals.
- Well elaborated source code.
- Website speed.
- Optimized elements and content on the page.
- And thousands of other factors.
Establishing authority in Google will do a lot for your brand.
The point here is, it is impossible to build trust and credibility overnight, just like in real life. Authority is earned and built over time.
Establishing a brand as an authority requires patience, effort and commitment, but it also relies on offering a valuable, quality product or service that allows customers to trust a brand.
Good SEO also means a better user experience.
Everyone wants better organic rankings and maximum visibility. Few realize that optimal user experience is the most important part of achieving this.
Google has learned to interpret what is a favorable or unfavorable user experience. A positive user experience has become a fundamental element for the success of a website. Customers know what they want. If they can't find it, there's a problem. And performance will be poor.
A clear example of how to create a solid user experience is to see how Google has increasingly become a response engine that delivers searched data directly into the SERP (search engine results pages) for users.
The intention of all this is to offer users the information they are looking for in fewer clicks, quickly and easily.
Quality SEO incorporates a positive user experience, leveraging it to work in a brand's favor.
Local SEO means higher engagement, traffic and conversions.
With the rise and increasing dominance of mobile traffic, local search has become a critical part of the success of small and medium sized businesses.
Local SEO aims to optimize your digital properties for a specific location so that people can find you quickly and easily, bringing them one step closer to a transaction.
SEO professionals do this by optimizing the brand's website and its content, including local citations and hotlinks, as well as local listings relevant to the location and business sector to which a brand belongs.
It certainly also has a positive impact on the buying cycle when done correctly.
Brands need to be visible in the places where people need them in order to make a worthwhile connection. Local SEO enhances that visibility and allows potential customers to find the answers and the companies that provide those answers.
An excellent search engine optimization must be constantly updated.
Implementing SEO - Search Engine Optimization will always be helpful for a brand's website and digital properties, but if it is a short term commitment for example due to budget constraints and the site is not consistently re-evaluated, it will eventually reach a threshold where it will no longer be able to improve due to other obstacles.
The way the search world evolves, it requires constant monitoring of changes to stay ahead of the competition and hopefully, always be on the first page of Google search.
Being proactive and monitoring important changes in the algorithm will always benefit brands that do so.
Google makes thousands of algorithm changes a year. Once visibility is lost and the website falls behind on the Google search page, it is extremely difficult to get back to the top spots. SEO professionals make sure that this is avoided.
By understanding how Search Engine Optimization works, you will be able to understand the Web environment.
With the ever-changing environment that is the World Wide Web, it can be a challenge to keep up with changes as they occur. But, staying on top of SEO includes staying on top of the major changes that occur for search.
It is always beneficial for brands to be aware of the Web environment, including the tactics being used by other companies and comparable local competitors.
Considering the benefits of search engine optimization, the cost is actually very low.
Low cost
Of course, like everything else, this costs money. However, considering the benefits of search engine optimization, the cost is actually very low and the payoff is likely to be considerable in terms of a brand's bottom line.
This is not a marketing cost; this is a real business investment.
Good SEO implementation will continue to pay off for years to come and like most good things in life, it will only get better with the more attention and investment it receives.
It is a long-term strategy
Search engine optimization will have a noticeable return within the first year of implementation and many of those actions will have an impact that will last for several years.
Even a website that hasn't followed trends and changes and hasn't had the benefits of SEO can rise up and improve, once it is implemented into a proper website with a good user experience.
The more time, effort and SEO budget you commit, the more your website will remain a worthy competitor in your market.
SEO is quantifiable
Despite not offering the easiest ROI to calculate, like paid search, SEO can measure almost anything as long as you have proper tracking and analysis. The big problem is trying to connect the dots on the back-end as there is no definitive way to understand the correlation between all the actions taken.
Still, it pays to understand how certain actions affect performance and growth. Any good SEO will target those improvements, so connecting the dots shouldn't be a challenge.
Brands also need to know and understand where they are starting from, where they are and where they are going in terms of digital performance.
There is also no better way to show SEO works well. We all know that data never lies.
SEO brings new opportunities to light. When it is of high quality, it will always find a way to discover and seize new opportunities, so that brands not only get discovered, but also shine.
Delivering quality SEO to brands means immersing an SEO team in everything that brand stands for. The better a brand is understood, the more opportunities will arise to help it thrive.
It's the only way to truly market a brand with the passion and understanding that brand stakeholders have for it: become an actor.
If you're not on the first page of Google, you're not earning the click.
It's no secret in the SEO world that, if you're not on page 1, you're probably not winning in the organic search game.
A recent study shows that the first three organic search ranking positions result in nearly 40 percent of all clicks, while up to 30 percent of all results on pages 1 and 2 receive no clicks at all.
That said, if you're not on page 1, you should be.
There are still too many instances when a user types in a search query and can't find exactly what they are looking for.
In conclusion:
It will always be of great benefit to a brand and its marketing efforts to implement a strong and quality SEO on the website.
This is critical to a brand's web presence today, especially as the data available and competition continues to grow.
