SEO is a form of digital marketing that can often seem very distant. Some business owners find it hard to understand why they should pay someone to build up the search engine rankings on their website.
It seems a very abstract endeavour, far removed from the day to day activity of serving customers and sourcing goods and services.
A gateway to reaching customers and clients
The key to understanding it is that search engine optimization, if done correctly, can deliver the eyes and attention of potential customers or clients, who then go on to purchase your goods or services. In the case of an ecommerce site, they can buy the goods right then and there, and in the case of a service, they can fill in a contact form, or press a button to call you. In some cases they can even pay for the service then and there.
People are making literally trillions of searches each day, including ones on the hunt for products and services that meet their needs – some of these are on their desktop at home, on their mobiles, and increasingly, using voice assistants like Google Home and Amazon’s Alexa. They are looking for every type of service you can think of from accountant to manage their tax returns to plumbers to come and fix their leaking sink. Businesses also do these searches, looking for everything from indemnity insurance to wholesale goods.
Google is effectively the world’s largest shop window for goods and services. So wouldn’t you want to ensure that your business is on display?
If your website appears on the first page of google for a few of these many searches, you could be getting that custom. The customer gets to learn about the product or service, they can research things like delivery or the features and benefits of your service, and then finally make that decision to buy.
The most effective marketing method when it comes to ROI
SEO can seem complicated and confusing, but it remains one of the most effective methods to generate customers when it comes to Return on Investment. You can track users as they come to your site, and also measure the number of paying customers that are produced. The sheer amount of data means that you have a very detailed picture of what is working and how effective it is, as you build a website, and produce engaging content and grow organic backlinks to it from other websites.
SEO works hand in hand with other methods of marketing, such as your social media and word of mouth, as people can be directed to your site to learn more about your business. People rarely buy a product on the first time of seeing it. In fact it is estimated that people need to experience a brand 5 to 7 times before they actually know and trust it enough to buy.
Having this visibility via a website gives your customers time to think, answer all of their questions, and weight up your offering, before they go ahead to make that final decision.