The Importance of SEO in Digital Development
Before we get to the details, we must first outline what SEO is, despite being a term that is consistently on the rise, it can leave many completely confuddled.
In short (like its acronym), SEO (Search Engine Optimization) is the generic buzzword for anything and everything relating to increasing your visibility in search engines, including website names, URLs, page content, content above the fold, site speed and usability. There are tens of thousands of like-minded companies competing in any one sector yet only ten results on the first page of Google. So, anything that can help get you there is invaluable.
Simply put, if you’re executing a digital marketing plan without SEO, you’re doing something wrong. It’s the online equivalent of having a shop without a sign. So, without further ado, here’s why SEO is so important in digital development.
Search engines are king
Research has shown that 81% of people go online before making a purchase, so ensuring you are visible is vital.
It increases visibility and traffic
Most people will not click past the first page of results. It’s as simple as that. But we’re not just talking about PPC (Pay Per Click) – the advertised results appearing on page one that will disappear as soon as you stop paying Google. Organic SEO may take longer to achieve but, if done correctly, is designed to last.
It builds authority, trust, and conversions
Yes, it’s true that people are lazy and want results yesterday, but ranking on the first page of Google not only allows the searcher to fulfill the ‘quick fix’ we have all become accustomed to but also signals that you are the creme de la crème of your industry. And because good SEO hinges on good user experience, it will result in more people contracting your services. Of course, once you’re there, more people will also click on you, so the more likely you are to stay. Win-win!
It encourages quality over quantity
Over the years Google has worked hard to prioritize quality over quantity in its algorithms, meaning if done correctly, SEO will help your site and overall brand become as valuable as it can be. As Google’s John Mueller said, “Personally, I prefer fewer, stronger pages over lots of weaker ones – don’t water your site’s value down.”
It gives you insight into your customers
As SEO is made up of keywords and conversion rates, keeping track of these results via Google Analytics will allow you to analyze and adapt your strategy for an enhanced ROI (return on investment) in the future.
It is, essentially, free advertising
It is, essentially, free advertising
We say ‘essentially’ because it’s likely that you’re probably paying someone to take control of your SEO, but said person can then utilize however many fixed hours you’ve contracted them to work on getting you found organically, through things like quality link building, content creation and directory listings in the most cost-effective way.
It’s great for inbound marketing, too
Because it helps market to potential customers who are already searching for the product or service you offer, it’s easier to convert into sales, thus creating a strong ROI.
Your competitors are doing it
So even if none of the above reasons have managed to convince you, this alone should!
SEO is not a one-size-fits-all solution, and with Google – and, indeed, other search engines – changing their algorithms from year to year, you must ensure you are up-to-date with what best practices will be for your business. Hope to SEO you soon!
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