Sometimes, as marketers and business owners, we get attracted to shiny new objects. We switch our budgets – take new courses to understand Facebook advertising, Instagram, WhatsApp, Tik Tok etc.; plus there are all these new tools that promise the earth as well. Our client analytics research shows the highest number and best quality leads that convert into sales come from SEO by a significant percentage.
SEO improves visibility on Google and other search engines. However, SEO can do more for a business than just visibility. It can be a source of leads, build trust with your target audience, and help you to get the maximum from your online efforts. In this article, you will read 14 different reasons why SEO is important for your business in 2020.
Many businesses focus on organic traffic because it is an unlimited source of visitors. Google ecosystem (Google search, Google Maps, Google My Business, Google Images) is still the biggest game in town and has 92.96% of global traffic. However, it is not the only search engine that you can use to reach your target audience. Bing, Yahoo, DuckDuckGo, and others have a small share of this huge market. The good news is – the things you do to optimize for Google – work for the others as well.
Organic traffic is targeted traffic because people search for specific terms in your niche. So, SEO is an important element of your website’s performance, and you can turn these visitors into leads if your content re4sonates with your visitors.
Good SEO practices will be pushing your business to create a better user experience for the visitors. When users search on Google, they expect to get results relevant to their keywords, and these results must be engaging without many distractions.
All the elements of a page must add value to the visitors. Content, images, videos, and any promotions must create a positive environment for the users. If they don’t like what they find on your site, they will go back and check the page of a competitor. When people leave your site without reading your content, Google drops your rankings and the conversions will suffer. Google has an artificial intelligence (AI) tool called RankBrain which analyses click through rate, bounce rate and dwell time on your site to assist with assess the User Experience on your page.
Good rankings on search engines and positive experience on your website will build trust and credibility with your target audience. Think about your won search habits, do you click on the ads or prefer the first one or two natural search results. Trust has many benefits that will help many parts of your business. For example, it can improve conversion rates, social media followers, subscribers, backlinks, and more.
However, you can’t build trust overnight. It’s a process that takes time and patience. First, you need to establish authority with search engines. You can achieve that with quality content and backlinks over time, and then Google will reward you with good rankings. Once your audience can see you on the page of Google consistently, they will trust you as an expert in that niche.
You can rank for some longer tail search terms (search terms with several words in them) quite quickly if you choose them wisely. With good keyword research you can find relevant terms with decent traffic which are not extremely competitive, great news for small business. Did you know 69.7% of search queries have 4 or more Words?
Local search can generate leads and engagement for small and medium sized local businesses. Many customers will use their smartphones to find products and services in their area, read reviews, compare prices, and get contact details from stores near them. So, local SEO is extremely important for small businesses.
According to a study, 78% of local searches will result in visits to a store in 24 hours. You can improve your local rankings by optimizing your site for local keywords and add your site on Google My Business. Review sites like Yelp and local niche directories can help your rankings as well. One of the most important things you can do is encourage your customers to give you 5 start reviews on Google My Business and Facebook. If you are not averaging above a 4 out of 5, your chances of winning new customers drop dramatically.
Traffic from SEO has a conversion rate of 14.7% compared to a 1.7% average conversion rate from other sources. At the same time, 60% of internet marketers say that SEO generates high-quality leads.
If you do everything right, you can get tons of valuable leads from organic traffic and keep scaling it by targeting new keywords or improving your existing rankings. You can see the potential when you consider that SEO is the primary source of traffic for many business websites.
The internet has changed the behavior of most customers. They can do their research before buying a product, read reviews, and find relevant videos to check how these products work. They find all this information by searching relevant terms on Google and visiting a few websites.
SEO impacts the buying cycle of your target audience. 68% of online interactions start with a search, and 70% of online consumers read at least 4 reviews before they buy a product. If you have good rankings, your customers will get information from you instead of your competitors.
Google changes the algorithms once or twice per annum to adapt to technology changes and user behaviors. The trends in your niche will change as well, providing a steady stream of ideas for new content to share. SEO is not a once off activity – it is best to keep working on your website once you get some good rankings to maintain them. SEO requires updates and checks of your rankings consistency. It may take some work, but it helps you understand your audience, keep up to date with the news in your industry, and improve your internet marketing capabilities.
When it comes to your content, you need to update the pages that have good performance periodically to make sure that you will not get outranked by competitors. SEO will keep you relevant and proactive to become the biggest part of your online strategy.
You can get more organic traffic by targeting more keywords. This constant research and the improvements of your website will reveal new trends, ideas, and audiences for your business that you did not find before. As you can see – many of these 14 factors which influence SEO do overlap, not only with SEO but with other aspects of Digital Marketing like conversion rate optimisation and content marketing; they are all linked.
New opportunities arise in every industry. SEO will help you to find them before your competitors. Also, a good SEO strategy gives you a competitive edge in the existing opportunities.
SEO is a cost-effective way to get leads compared to PPC marketing. While it takes time and can cost money if you outsource your SEO tasks to people like us, it is a cheap way to get more leads. The big kicker is the ongoing payoff requires little outlay to maintain the ranking and high yield.
Inbound leads cost 61% less than outbound leads, and SEO is one of the least expensive sources of leads in total. It means that investing in SEO can help you maintain your profits and invest in other parts of your business. At https://seoassassin.com.au/ we become ingrained within our clients planning for new products and services at the very beginning, since competitor research, keyword research are important components of the process to find some clear air and provide content (and products) prospective customers are looking for.
While you will get results in the first year from SEO, the maximum effect from your investment will take a little longer – since higher volume keywords are generally more competitive and take longer to get you to No 1 position. Even if the trends change in your niche, you will not lose your work. Every website starts building authority and trust with the search engines from the first day that is online.
If you check the top results on any competitive keyword, you will see old and authority websites. Google does not trust new websites, so you need to be a little patient. The more time and effort you give to your SEO strategy, the better results you will get.
If you are not on the first page, you will not get clicks. 91.5% of all the clicks on Google go to the results of the first page. So, it is not worth the effort to get ranked just on the second page. You must go the extra mile and get a share of that traffic.
You can use this information in two ways. First, low competition keywords can be helpful to get some traffic in the beginning. Second, you need to keep pushing for the important keywords until you get the desired results.
You will not get good rankings consistently if you don’t deserve it. Google has so many ranking factors that you are unlikely to trick them (this is called Black Hat SEO). When your target audience finds your website on the search results, they assume that you have quality content. At least, they will be willing to check your content and listen to your opinion. In fact you won’t get there with anything but quality content.
You will become a trustworthy source of information and one of the top names in your niche. It will be easier to create profitable campaigns and promote your products.
Getting organic traffic from social media and search engines is a powerful duo. These two types of marketing can work together. Shares and engagement on social media can affect your rankings in the long-term. These social signals for part of the Google algorithm – so likes, shares, retweets etc. have an impact of SEO.
Also, you can use the traffic from search engines to promote your social media profiles. Many websites include buttons that send visitors to their social media profiles, and you can get shares directly if you have quality content. Social media followers and shares will generate more traffic and leads for your business.
Technical SEO is a big part of a successful SEO strategy because the technical parts affect the user experience of the site. In 2020, you need a fast loading time both on mobile and desktop, good design, unique content, clean code, XML sitemap, and more.
All these elements help the users to get your content and the search engines to crawl your website. If you are serious about your SEO, you will build a modern website without errors and problems. Although the Technical SEO factors have a smaller impact on SEO than Inbound links and fresh content, if you don’t get this part right Google will not know that your site exists and what it should rank you for.
These were some important reasons why SEO is important for your business in 2020. SEO will push you to improve most parts of your website and help you to stay ahead of the competition. Then, the traffic and the leads will come for a sustained period because of your excellent performance. If you ignore SEO – you will be paying more and more for ever diminishing returns.