The internet is one of the most useful tools for entrepreneurs that’s ever existed. In fact, it’s even possible to run a business entirely from your laptop these days.
You can even do it from a smartphone.
When it comes to having a presence online, though, you won’t get very far if people aren’t able to find you on their own. Even if your website has the best content in your niche, it won’t mean anything if nobody sees it.
This is, of course, where search engine optimization (SEO) comes into play. But, not everyone knows why SEO is important (or how to incorporate it in their online strategy).
So, stuck on ‘why is SEO important’? Don’t worry, we’ve got you covered.
Let’s take a look at everything you need to know.
1. Organic Traffic Is Most Likely to Convert
While this concept is relatively simple, it’s often one that many people overlook. This is often the result of being too numbers-driven when it comes to marketing-related metrics.
For example, many entrepreneurs will spend hundreds (and often thousands) of dollars on running online ads in order to get people to their site. Then, they’ll sit in awe as they review their monthly traffic and find that it’s up exponentially.
Unfortunately for many small business owners (and those with a website in general), high levels of inbound traffic don’t equate to higher conversions.
For those unfamiliar with the term, a conversion occurs when a member of your audience takes an action that you want them to. A sale, for instance, is a common type of conversion. But, signing up for a weekly email newsletter is also a conversion.
The problem with running online ads with the aim of getting as many people to your site as possible is that you run the risk of casting a net that catches those who aren’t interested in your product or service. This, of course, will result in them leaving your site without performing a desirable action.
With SEO, however, people are able to find your site on their own based on terms or phrases they search on Google. Once they make it to this point, they’re far more likely to interact favorably with your site since they’re already interested in what you have to offer.
This is especially true for those who go on Google with an intent to purchase a product or service.
Put simply, SEO is like a pizza shop leaving its doors open so pedestrians can smell what’s cooking. Mass ad-buying is more like handing a flyer to every single person out on the street.
Both work, but who’s more likely to buy a slice?
2. Your Competition Is Doing It
If a sprinter doesn’t train, his competitors will still be getting faster. If they’re slower, they’re catching up. If they’re already faster, they’re only widening the gap.
The same can be said about SEO. If your company doesn’t take advantage of all the utility it provides, it’s highly likely that you’ll quickly fall behind your competition. Once you’re left in the dust, it can be fairly difficult to recover, too.
But, SEO isn’t just a ‘set it and forget it’ type of deal. When you do it, you need to keep doing it. This means checking your analytics monthly (or even weekly) and seeing how your numbers are performing.
Otherwise, you run the risk of telling yourself “my SEO is in place, I’ll be fine” and having your traffic drop for the next quarter without you being aware of it.
When it comes to industry competition, brand awareness also plays a huge role when it’s time for customers to decide who to trust. If you’re easily discoverable at the top of Google compared to other businesses in your industry, it’s far more likely your audience will choose you over your competitors.
This is even truer for local businesses, as being listed under multiple competitors could have a large impact on your company’s growth. For younger local companies, getting that initial traffic can often mean the difference between scaling and struggling to stay afloat.
3. It’s an Index of Your Company’s Growth
The aforementioned compulsive checking of your site’s analytics has an added benefit: it allows you to objectively track your company’s growth.
Since web traffic will often ebb and flow, it can be difficult to get a solid idea of how you’ve been performing until a few months have passed. If everything’s been set up correctly, you should see a nice upward trend in your inbound traffic, the duration visitors spend on your site, the number of pages they visit, etc.
All of these statistics together will often add up to an increased number of conversions, which will lead to more revenue over time. This money can then be reinvested into your company to scale outward and generate even more income.
While growth is a metric that company owners will always strive for, it’s more than simply a badge of honor. Showing your business’s current growth (and potential for growth) is a stellar way to attract investors if you happen to be in need of funding.
At the very least, knowing that your business is growing will allow you to analyze your SEO methods and know that what you’re currently doing is working. You can use these tactics in the future on a larger scale or even if you decide to start another company.
4. You Learn More About Your Target Audience
SEO requires you to know a decent amount of information when it comes to your target audience. Ironically, though, it can help you learn more about them as you research and implement it.
It’s easy to assume who’s likely to make a purchase for a product or service, and you sort of have to assume when you’re first starting out. As you look at your SEO analytics, though, you may reach a surprising revelation.
Oftentimes, your predictions regarding how your audience will behave on your site could be drastically different from reality. A demographic you may not have even considered could be the ones sharing your content on their social media.
Similarly, content you never expected to catch on with your audience could be where they spend most of their time on your site as opposed to the pages you put most of your effort into.
As you’re probably thinking, this is often a bittersweet occurrence. It’s good because you now have more insight into what your audience wants, but it’s bad since you now have some work to do.
Making these changes, though, will greatly benefit you in the long run. Not only will you better satisfy your existing audience, but you’ll lay the foundation to grow your audience even further.
5. It’s One of The Most Cost-Effective Forms of Marketing
Unless you plan on running and managing everything yourself, you’re going to have to set aside many for marketing. The good news, though, is that SEO is one of the most cost-effective ways you can get your brand out there.
Even the most basic forms of SEO (optimizing image tags, filling out business listings, etc.) can have an exponentially positive effect down the road. The key here, though, is to make sure that the product or service you’re leading people to is worth the price you’re asking for.
This is a metric you may or may not have already figured out. If you’ve consistently proven to yourself that a percentage of people who reach your site will make a purchase, then SEO is a lucrative marketing method that you need to invest in as soon as possible.
An SEO agency can help you determine exactly what you need to do in order to hit the numbers you’re looking for. They can also help you find the amount you need to spend each month in order to make it happen.
It’s important, though, to hire an agency that has proven results. As with any other investment, you should do your research before you start putting money into it.
Answering ‘Why Is SEO Important’ Can Seem Difficult
But it doesn’t have to be.
With the above information about the answer to ‘why is SEO important’ in mind, you’ll be well on your way to taking the right next steps for
Want to learn more about how we can help? Feel free to get in touch with us today to see what we can do.