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Digital Marketing

Why is SEO Important for your Website?

Luke Marthinusen | May 15 2020

SEO is a sustainable way market your website.  Using SEO to create an audience and generate leads on your website is important for website success.

  • More than 70% of B2B researchers start their buying process with a generic search. (SearchEngine Journal)
  • 89% of shoppers conduct online research before making big purchases. (Retailing Today)
  • 93% of online experiences begin with a search engine. (Techjury).

Below are some of the benefits of performing Search Engine Optimisation on your website and keeping up consistent SEO maintenance.

Benefits of performing SEO on your website

1. Low cost when compared to PPC

Organic SEO is relatively low cost. It only costs a regular investment of time in great content, and a healthy dose of patience on your part. When you find yourself on the top of organic search engine results, you can sit back and watch the traffic come in. This is without the need for monthly budget on PPC (pay-per-click) advertising like Google Adwords. 

The problem with PPC (pay-per-click) advertising like Google Adwords is that as soon as you budget runs out, your traffic stops. SEO is essentially the gift that keeps on giving.

As your online website content matures, it is indexed by search engines like Google and you create backlinks to your website pages. People also link to your content and your website gains authority on the specific theme or focus topic.

The net effect of this is more organic website traffic. This is brought through better keyword rankings for your website.

2. Higher brand credibility & authority

In reality, many people trust the first search result they see for a keyword or search term when they punch it into search engines like Google. They see companies that rank well on search engines like Google as reputable. So by doing SEO your website becomes a brand that can be trusted.

Google filters web content based on strict content guidelines enhanced by regular algorithm updates. The algorithm updates define when and where the search engine shows a top-ranking site. This means users receive the most relevant content when they conduct searches. This is why users trust Google’s top-ranking results. And why these sites demonstrate much higher credibility than lower ranking sites.

3. Your website needs to be on the first page of Google organically

Most people never scroll past the first page of search engines. When last did you go to page 2 of the search results? This means that if your website is not ranking on the first page of Google, or other search engines, you are missing out on potential clicks and overall organic brand awareness.

By getting to the first-page of search engine results, you are guaranteeing yourself a continuous stream of organic website visitors. 

By moving to the top of the first page, you start to establish you brand as a leader in your field. 

4. Access to data allows you to leverage content for organic lead generation at no cost

By looking at your website analytics, you can see what products and services visitors are looking at on your website. You can also see the search terms and queries they are using to find your website via search engines. This exercise will show you where the gaps in your content are.

All websites have gaps in their content, and if you can provide that content to your potential clients before your competitors, the leads will come to you.

This type of customer data is very valuable and is easy to access with tools like Google Analytics and Google Search Console. Using this data to your advantage is so beneficial in the long term for your website.

5. Good results require minimal upkeep when it comes to SEO and long-term benefits

When compared to PPC paid advertising like Google Adwords, the effects of SEO are long lasting and do not suddenly stop paying off when budget runs out.

Unless you use what we call Black-hat SEO practices, where you use frowned upon SEO techniques, your SEO results will be long lasting. Black-hat techniques could wipe your website off Google at the next Google algorithm update. So keeping up-to-date with the latest information from Google and SEO experts and professionals is important.

There is, of course, some upkeep when it comes to maintaining SEO and keeping top rankings on search engine results. Content needs to be updated and technical website and SEO fixes need to be done periodically. 

However, it will be difficult for competitors to best you when you keep consistently practicing good SEO.

6. Your competitors may already be committed to SEO and understand its benefits.

Now that you have realised the benefits of SEO and that it is extremely valuable, you need to know that some of your competitors are already on the SEO train and are taking full advantage of it to their benefit.

So, if your competitors are ranking on Google, you need to play catch-up and be certain that you are optimising website content for the correct keywords. If they aren't take advantage of SEO, capitalise on their lack of focus and use the time to move well out of their reach online.

Focus on long-tail keyword opportunities that attract modest volumes of website traffic and work your way from there. For example target 'Best legal consulting services in Johannesburg', rather than 'legal consulting services'.

Final thoughts

Taking all of the above information into account, if you are not actively optimising your website both on-page and off-page to work well with search engines, then you are limiting the performance potential of you website.

Your business could benefit immensely from following through with some basic organic SEO. Although organic reach on digital platforms such as social and search may be in decline, the benefits above show that SEO has some great benefits in the long run for your business.

61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. (HubSpot). Add to this that 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative. SEO should still very much be a concern priority for you website. 

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