How SEO Became The Bread and Butter of Every Growing Business
Search engine optimization, better known as SEO is something that is not only getting good traction in this digital era but has become a basic need of every growing business.
Many traditional marketing methods have been completely wiped out and this pandemic gave a much-needed boost to digitalization. Most of the businesses embraced this change and have marked their digital presence by creating their own websites. And now, If they want to grow in the market, there is no better way than excelling in SEO practices.
Of course, there are many other alternatives apart from Gooogle to grow digitally, but why SEO is considered the “bread and butter” of every growing business?
Well, there are many misconceptions about SEO and some businessmen have depicted a wrong picture in their mind about it, so before answering this important question we’ll first understand what exactly SEO is, and how it works.
What is SEO and How it Works?
SEO is a practice wherein digital marketers try to rank their website in Google’s or any other search engine’s result pages (SERPs) on popular and targeted keywords by performing the set of activities that satisfies search engine’s ranking algorithms.
SEO is further forked into two parts - On-page and Off-page.
- On-page SEO refers to all those activities that are performed on the web pages like adding content or keywords, speed optimizations, etc.
- While off-page SEO includes those activities which are performed outside the website. Like obtaining backlinks via guest posting, directory listing, etc.
However, all these strategies and activities that are performed by SEO professionals have one single aim - to get better rankings in search engines.
The search engine giant Google uses more than 200 ranking factors to decide which web page deserves what position in SERPs. And on top of that, Google still regularly releases new algorithm updates to satisfy the user’s intent in a better way. So, SEO keeps evolving and SEO professionals need to stay on their toes to cope up with these updates.
Here are some fascinating stats of SEO that will blow your mind:
- 57% of business-to-business (B2B) marketers believe that SEO is capable of generating more leads than other marketing strategies or initiatives. - SERPwatch
- Around 93 percent of online experiences begin with search engines like Google and Bing. - Search Engine Journal
- Traditional marketing strategies have a conversion rate of around 1.7% while SEO strategies can provide conversion rates as high as 14% (2018). - Joel House
- As of now, Google dominates the search engine market with an 86.6% share. - Statista
- Users hate paid ads. In fact, research and stats suggest that nearly 80% of them ignore paid ads in search results. - SERPwatch
- 70% of digital marketers believe that SEO is the most effective method to generate quality leads. - Databox
- 63% or marketers and businesses prefer outsourcing to an agency their link building routines, 34.6% outsource, 29.2% do it partially. - Semrush
How Web Accessibility Positively Affects SEO
Making your website accessible and adhering to ADA requirements doesn’t just help you avoid costly lawsuits and open your business up to a wider audience, it also has a positive impact on your SEO efforts.
Search engines such as Google want to provide online users with the best possible experience, which is why certain websites rank higher than others.
The Website Content Accessibility Guidelines (WCAG), which are the basis of all ADA laws, are geared towards creating a positive user experience. By following these guidelines, you are making changes to your site that make it easier for everyone to use and engage with your content and products regardless of ability.
And when visitors spend more time on your site because it’s easy to use and understand, search engines such as Google, Bing, and Yahoo see this as a green flag, which boosts your SEO rankings.
There are a lot of factors that form part of search engine algorithms, but a good user experience carries a lot of weight.
Now let’s jump to the main part - Why SEO is considered as the “bread and butter” of every growing business.
Below are some of the significant reasons that highlight the importance of SEO and why boosting your SEO ranking is important:
Visibility among the right audience
Every business nowadays has a website but very few of them are able to garner the attention of the right people who are interested in their products and services. And it's really important to create brand awareness among them. SEO opens up the doors for marketers and enables them to put their brand in front of the right audience.
You know which keywords your potential customers are using and you can target those keywords and rank on them. This will give you targeted traffic which can result in a much higher conversion rate.
Furthermore, you can identify the buying cycle and make your strategies accordingly. SEO gives you a lucrative ROI because of the visibility among the right and targeted people.
You can even beat leaders in your industry
SEO is free and has an open market. Nobody can pay Google to manipulate rankings, neither Google accepts any such payment in any form. The battle of money happens in PPC (Pay Per Click) ads which are often known as paid ads. In Google paid ads, you need to bid and the one with the highest bids will appear on top.
Thus, you simply cannot beat those competitors who are investing a huge amount of money in paid ads but you can challenge anyone and even win in the organic battle. That’s the power of SEO.
Establishes your authority in the market
In any business, it’s essential to winning the trust of customers and SEO helps you to build the reputation and credibility of your brand. Just like SEO, building trust and authority is not an overnight process, it tests your patience, commitment, dedication and most importantly - the quality of products and services you offer.
SEO impacts the buying cycle. If you’re in B2B sector you know how important enterprise sales is for you and how customer’s mind is influenced by your brand’s image. The authority and credibility in the market will give you an upper hand for sure among your competitors.
Great and insightful content is the bedrock of SEO and it breeds you apart from the competition. It is something that filters wheat from the chaff. Therefore, It is next to impossible to establish authority in the market and rank without offering valuable content. And SEO helps you focus on creating great content that provides value to the users.
Delivering better user-experience
SEO these days is not possible without delivering a pleasant user experience. And with Google’s new Page Experience update, it’s more important than ever to enhance the user experience of your website as it is a ranking factor officially.
Quality SEO always incorporates a strong user experience and facilitates users to find the content they are looking for more easily and swiftly. With that said, providing a good user experience is becoming table stakes for search visibility, and especially for those businesses who are in a highly competitive niche.
Long Term Value and Results
SEO does take a long time to show results, and it becomes even longer if you’re starting from scratch. You cannot make the process quicker even after throwing a large amount of money. That’s definitely a bitter pill to swallow. But on the positive side, once SEO starts to show results, you’ll realize that it’s worth every penny.
In paid ads, you’ll stop getting leads right after turning off the campaign but this isn’t the case with SEO. If you decide to take your foot off the pedal for some time, your previous work of SEO will still feed you. Therefore, the results of SEO services are lasting and will provide you a long-term value.
Discovers and Leverages new business opportunities
When you aim to grow your business, you desperately hunt for new ways and ideas to stoke up the things. And it’s no secret that SEO helps you find a boatload of new opportunities in business. Quality SEO always involves keeping a close eye on your competitors and also on all the digital trends that impact your industry. This gives you a myriad of new ideas by which you can shape your business avenues.
Organic traffic is the biggest source of traffic for most websites and with that being said, quality SEO that involves the formation of propitious strategies and implementing them with thorough analysis is always beneficial for any brand. There is no shortage of amazing SEO tools in the market that can help you a lot in making and implementing these strategies.
As you already know, SEO is not an overnight process, it’s a marathon and not a sprint. It does take a significant amount of time before showing the results gradually. The “amount of time” generally depends upon your position in the market, the quality of your website and your competition.
Raaquib Pathan is a content marketing specialist having expertise in providing insights into the latest sales and marketing trends. Honing his skills in SEO coupled with content marketing, he helps brands increase their reach and dominate search results. He is currently working with Salesmate, a CRM that helps people boost productivity and create swift workflows.