You’re putting out interesting, high quality content. You’re regularly posting on social media. People are commenting on your blog posts. Yet your website is still not showing up on that all-important page one of the search results, while your competitors seem to climb higher and higher in the rankings.
What is it you’re doing so wrong?
The likeliest reason is that you haven’t optimised your website for search engines, meaning that great content and those shining customer testimonials are being swept over in the growing tidal wave of websites that are using SEO best practices.
Here are four reasons why your business needs to get on board with search engine optimisation:
SEO is a form of inbound marketing. It’s preferable above other types of offline advertising because it rewards you for the effort you put into it. It can also work out more cost-effective than other forms of online marketing such as PPC advertising, social media marketing and email marketing.
And while PPC and social media may boost your revenue and showcase your brand image, it’s SEO that remains the backbone of your online presence, constantly working hard behind the scenes.
SEO is also favourable because it’s largely invisible and so doesn’t irritate the consumer by interrupting them while they’re streaming films or music,, or taking over the page while they’re reading a news article.
Instead, it simply makes your product and services available to customers as and when they need them.
SEO does the hard part for you by getting potential customers through the door – it’s then your job to convince them that you’re the best business to fulfil their needs.
It’s safe to say that, in the SEO world, Google rules. The search engine holds credibility and users trust the results that Google returns to them. Whether consciously or not, users will take note of where your business ranks in the search engine results pages (SERPs) and reward that confidence to those who rank highest.
It’s a natural assumption that those businesses at the top of the SERPs are the most relevant and trustworthy, while those at the bottom are less so.
And as well as considering the keywords you want to rank for, you have to consider things like backlinks, links to other websites, traffic volumes, good web page navigation, error-free pages and, more recently, social mentions and verified authorship.
Keep on top of all these factors and you’ll be in good stead to beat the competition by showing you’re a credible company with a trustworthy website.
If your site isn’t optimised, it’s simply much more difficult for customers to find you- and you’ll have next to no chance of attracting those who aren’t actively looking in your direction.
So it’s important to use keyword research to help ensure any traffic coming your way is already looking for the kind of content you’re providing, as it means you’ll have a much higher chance of converting this traffic into paying customers.
To put this into another context,if you had a high-street store selling discounted mountaineering equipment you’re much more likely to be successful by opening it in the Lake District where there is a constant footfall of your target customers, rather than opening it on London’s Bond Street next to a Prada and simply assuming people will come inside.
Offers customer analysis
SEO is a long term commitment and in order to see true success from it you need to continue to monitor and tweak your efforts, as you would with any other marketing strategy.
Google Analytics is an invaluable SEO tool as it allows you to analyse the traffic coming to your website and monitor the entire purchasing funnel. The application shows you everything you need to know about your visitors, including how they’re searching and where from, what language they speak and when they are most active online.
And it doesn’t just show you data from your organic searches but also paid searches (PPC), social media, referrals and direct traffic – something business owners could only dream of little over ten years ago.This essential data can steer your business in the right direction by helping you make better business decisions and more informed targeted marketing strategies.
So don’t lose out on customers simply because you don’t fully understand search engine optimisation, or assume it takes more time and money than you have to spare to get it off the ground.
Our team of SEO experts can conduct an audit of your website and see what small efforts you could make to increase your sites traffic and generate leads, or alternatively we can do a complete site overhaul and optimise your content for search engines from every possible angle.