5 key benefits of SEO in digital marketing
Cost-effective digital marketing for SMEs and large, national brands
Search engine optimisation, or SEO, is an essential component of digital marketing. It involves optimising a website’s content and structure to improve its ranking on search engine results pages (SERPs). SEO techniques may include keyword research, meta tag optimisation, content creation and link building. In this blog post, we’ll discuss the five key benefits of SEO in digital marketing.
1. Improve website visibility and traffic
The primary goal of SEO is to improve a website’s ranking on SERPs. When a website appears higher up in search results, it is more visible to potential customers, increasing the likelihood of organic traffic. The higher the website ranks, the more likely it is to receive clicks from users searching for keywords related to the business. This increased visibility can lead to higher website traffic, which in turn can lead to increased brand awareness and conversions. In fact, studies have shown that the top three organic search results receive the majority of clicks, with the first result receiving around 33% of clicks.
2. Cost-effective marketing
When correctly implemented, SEO can be a highly cost-effective marketing strategy. Once a website is properly optimised for search engines, it can continue to receive organic traffic with ongoing maintenance. While it does take time and effort to achieve and maintain high rankings, the long-term benefits can be significant.
SEO is not only cost-effective but can be incredibly powerful. When correctly implemented, the potential benefits of being near the top of the SERPs (search engine results pages) can be transformational for a business. Around 91.5% of Google Traffic doesn’t go beyond the first page, so being past position 10 could mean you’re not being seen by 91.5% of your potential customers! Good SEO is the most cost-effective solution to ensure you stay on the first page for your keywords.
3. Targeted website traffic
One of the biggest advantages of SEO is that it provides targeted traffic. SEO allows businesses to target specific keywords and phrases that their potential customers are searching for. By optimising a website for these keywords, you can attract more qualified leads. Targeted traffic means that you can reach customers who are actively searching for your products or services, leading to a higher likelihood of conversions.
For example, if a business sells hiking boots, we can optimise the website for keywords such as “hiking boots for women” or “waterproof hiking boots.” By doing so, they can attract potential customers who are actively searching for these specific types of hiking boots. This targeted traffic can result in improved lead generation, conversions and revenue.
Optimising your PPC landing pages using SEO is also crucial for getting targeted, relevant traffic. If your PPC landing pages are not correctly optimised for your keywords you risk wasting significant amounts of advertising budget on users who are not looking for your products/services.
4. Improve website UX
SEO is not just about optimising content for search engines, but also about creating a positive user experience (UX). A website that is well-structured, fast-loading and easy to navigate will lead to a far better UX. Good SEO practices also involve optimising content for readability and relevance, which in turn can improve user engagement and reduce bounce rates.
Having a great UX can also have other knock-on effects such as a reduction in customer support queries, reducing your operating costs. Having a great UX will also leave your customers with a more positive view of your brand, after all, no one wants to waste their time struggling to use a poorly designed website. By improving your website’s UX, your business can improve its brand image, increase the likelihood of conversions and retain valuable repeat customers.
5. Competitive advantage
SEO can provide a competitive advantage for businesses. While most businesses have an online presence, not all businesses are investing in SEO. By investing in SEO, you can improve their website’s ranking, visibility and traffic, which can lead to increased brand awareness, sales and customer loyalty.
A higher ranking on search engine results pages can also improve a business’s credibility and authority in their industry. Customers are more likely to trust businesses that appear higher on search results, leading to increased customer loyalty and retention.
SEO is an essential component of digital marketing. It provides businesses with improved visibility and traffic, cost-effective marketing, targeted traffic, improved UX and a competitive advantage. While it does take capital, time and effort to achieve and maintain high rankings, the long-term benefits can significantly outweigh the initial expenditure. Organisations that invest in SEO can see transformational increases in brand awareness, sales and customer loyalty over time.
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