Don’t be afraid of SEO. When someone mentions it, many of us nod fiercely to try and hurry the conversation along. It can appear alien: a scary world which only true marketing whizz kids can access. It may seem this way, but it’s not. In fact, it is relatively simple – it’s an online way to understand people and what they’re thinking. SEO is so important for your business. The internet is vast and no place for an ill-quipped piece of content. When you put your heart and soul into your content, you want it to stand out. With SEO, your business is noticeable. Without it, you risk being lost in the depth of Google pages ten and plus. Understanding SEO is key. But what is it exactly, and why is it so important?
What is SEO?
SEO stands for Search Engine Optimisation: the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand. It’s ‘organic’, as opposed to paid search engine results. Paid ads rule the roost in terms of their prime position across Search Engine Results Pages (SERPs) – they are how search engines make their money. But people prefer ‘organic’ results. As mentioned, it’s as much to do with understanding people as it is search engines and algorithms. It’s knowing what people are looking for; the type of content people like to consume. If you get people, you will get SEO.
It’s quick and easy access to answers. When someone wants a question answering, they don’t type it into social media search bars. They use Google and other search engine providers. Search engines sort the good from the bad. When someone asks a question, they curate a list of the most relevant answers – SEO puts you at the top of this list.
Why is it important?
Visibility
Above all else, SEO increases the number of people who are likely to see your content and engage with your business. Effective SEO means you get people, and you know the keywords they are searching for. Keywords are words and phrases that people use to find online content, that brands can then use to entice those looking for their products and services. When you master these, you sit at the top of the pile. Good SEO also means you standout locally. With the rise of mobile traffic, local search is now fundamental for small and medium-sized businesses. For instance, if you’re a restaurant owner, when people search for ‘best restaurants near me’, local SEO ensures you will be one of the first results they come across. It’s getting through to people closest to you.
Website Traffic
Visibility is obviously great. But following up on this is what makes the difference. Good SEO drives engagement and more engagement means more sales. If search engines are doorways to your business, then SEO is the key. There are millions of search engine results out there, but the majority are rarely seen. In fact, nearly 33% of clicks go to the first ranking page, and the first five listings get over 75% of all clicks. If you’re not ranking on that first page, you’re definitely missing out. There’s a subconscious resistance to going beyond the initial page, it’s almost as if people refuse to trust anything else. If it’s not there the first time, people will modify the search itself. SEO goes a great way to ensuring you make it to the top. If you are visible, you are going to get more clicks, greater engagement and more business coming your way. It’s a trail of events and SEO is just the start.
Credibility
Ultimately, good SEO implies you’re a good business. It legitimatises your brand as a trustworthy and credible result. Why else would it be sitting at the top of a SERP? Search engines like Google assess more than just keywords. They look for other aspects like evidence of positive user behaviour and quality backlink profiles. When you get the thumbs up from Google, far more people are likely to engage with your content. They’ll know you’re a legitimate site: virus free, user-friendly and full of what they’re looking for. Solid SEO means people trust you.
See, SEO isn’t that bad. It’s relatively simple and incredibly beneficial. However, before you leap into the world of SEO, it’s important to understand that the algorithms and systems are always changing. Search engines like Google, are always updating their system. It’s therefore vital that as a business, you stay on top of these changes and understand they may affect your SEO operation. If you need help with any of these changes, or want to find out more about SEO, then please do get in touch!
