Search Engine Optimization isn’t the panacea, cure-all for any online business. It’s not something you can just add in there when things start going wrong. SEO is not an add-on, something you thought of because nothing else seems to work.
It just doesn’t work that way, and it’s this mindset that can hurt business.
However, this doesn’t mean you should give up on SEO before you start either. Any business in today’s digital market is dependent on organic search, and it’s a lack of an effective SEO strategy that negatively affects online profitability.
Good SEO is a set of activities that need to be planned, analyzed and implemented the same moment you start your online business, otherwise you will flounder and may even die out there in cyber world.
In other words, SEO shouldn’t be an afterthought but implemented, given enough resources and time to help make it effective.
Still, even after all this… and all the information out there, people are unsure of what SEO is and whether it can really make a difference, so let’s shed some insight on 3 basic SEO facts that help businesses understand why it’s such an important facet of an online marketing campaign.
1. SEO is not an Option, It’s a Necessity
Search engines are the way consumers look for a service, information or a product. Much of the buying process starts here, even if it is just to review or find out more information on a product or service.
As a business, it’s essential you be visible on Google and other search engines. It’s here that searchers go to look for things and this is where most of your website traffic will come from.
Google Analyzes Many Things
There are more than a few things that affect where Google places you in the search engine and these are not limited to just your own site. Some of the most important factors come from external sources and require you to get authoritative websites in your industry to give links to your website.
Everything be Ties Together
To get the best results, search engine optimization needs to be integrated with other marketing efforts right from the very beginning.
Content marketing is often an important element of SEO strategy as it offers readers relevant information about you and your industry. However, before implementing this important element into your SEO processes you need to research your audience’s behavior, thereby gaining insights into what they want to see. By doing this before you start creating content, you can tailor your information to the needs of your clients.
Paid marketing efforts are not “a completely different animal” from search engine optimization and content marketing. Yes these offer a paid way of getting your service in front of an audience, however this type of marketing is often more effective when an SEO specialist helps increase the reach to consumers that relate to your industry.
SEO and paid marketing address the users of Search Engines, so having SEO and Paid per Click (PPC) teams work together can be even more effective.
Research and Analysis
SEO experts use tools and data analysis that helps identify the type of content that is the most popular. They use the same techniques to make PPC campaigns more effective as well. This creates more profit and a more successful paid and organic campaign.
Conversion Rate Optimization
While more visitors is something you certainly want, this just isn’t enough. You have to convert these people into customers. And the SEO specialist can help you do that by analyzing your visitors on a deeper level. He is the person that figures out:
• Where the traffic comes from and why they stay on the site
• What their needs are
• How to get your readers to buy your product.
SEO Helps Predict Future Growth
When you or your SEO specialist uses special tools, these gather insights as to what type of content works best, and it’s this information that can Future Proof your business. It’s this that helps you:
- Study Competitors
- Analyze Markets
- Make Sales Projections
- Allocate Resources for New Markets
These tools help you become an industry leader and stay ahead of your competition, and do it in a cost effective way.
When you understand your customers your brand message becomes consistent, more importantly, effective. Your customers and people both on a local level and in a wider market will begin to recognize your business and brand.
Knowing your reader means that:
• You can reach out and help
• Offer valuable information and resources
• Plan effective marketing campaigns
• Conduct interesting interviews
• Use data to help orient content to get better results
There is no question about it. SEO is essential to your online presence as it enhances your results and gives you faster growth.
2. SEO Works But It Doesn’t Offer a Miracle Solution
Even the best SEO can’t fix a bad product. You can doll it all up, but if it’s ugly, it’s ugly. So fix your product first. Otherwise, the way your customers feel about your product may not be to your liking. SEO is not a quick fix solution. It is a long-term process you need to continue to practice throughout the lifetime of your online presence.
3. Plug-Ins Don’t Replace Good SEO Processes
Yes, there are plug-ins and they can help but they won’t replace good SEO. A WordPress plugin is automated and can’t see real SEO value. You need a person that can analyze the data and make necessary changes.
Sometimes replacing good SEO services with an in-house employee just doesn’t work. Without the proper training, employees lack the knowledge to place a website under the right keywords and get it the organic placement it needs.
Many businesses lose out on opportunities because leaders and in-house marketers lack knowledge and skills to dominate at organic search. Technical SEO processes should be set before installing a plugin and these include planning the information architecture, the website structure, navigation and the link architecture.