Why Your Business Needs SEO
8 Reasons Why Your Business Needs to do SEO
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We've All Heard About SEO
Have you heard of SEO? By now, of course, many of us have. We’ve all heard that SEO is powerful, SEO helps your business show up in Google, and SEO helps businesses grow. Most of us don’t know why SEO works or how it works, but we keep hearing over and over that it works. If you aren't doing SEO, are you missing out?
Well, my friend, prepare to be enlightened! In this article, you’re going to learn what SEO is, why it works, and eight reasons why your business needs to be doing it. You'll get a clear definition of SEO, find out why it works, and learn exactly how SEO will help grow your business.
What is Local SEO?
Before we get into “the why,” let’s first discuss “the what.” So, what exactly is Local SEO? SEO is essentially the process of improving your website so that it shows up better in Google and other search engines. What do we mean by “improving your website”? Whenever an SEO company works on your site, they make different “inside tweaks” and “outside tweaks.” These “inside tweaks” usually involve adding content to your homepage, adjusting existing content, and publishing new blog posts on your site. “Outside tweaks” involve setting up tracking, publishing articles on other sites, and linking from other sites to your site. All these “inside tweaks” and “outside tweaks” work together to help your website show up better in search engines.
Why SEO Works
Now that you understand the process, let’s examine why SEO works. As the SEO process happens, your website will show up in more and more searches on the first page of Google and other search engines. As your website “ranks well” for these search terms, this increases the search visibility of a website and leads to a higher number of visitors coming to your site. When your website’s search visibility improves, it means that it’s performing better in Google. As more visitors come to your website, it will motivate more people to reach out and contact you. Whenever someone contacts you in some way through your website, this is called a conversion. Ideally, your site should be generating more and more conversions every month as it performs better.
So, why does Local SEO work? SEO works because it improves your website’s search visibility and conversions. As your site generates more and more conversions, your business gets more and more leads. More leads mean more changes to close potential customers and generate more sales. SEO is powerful because it allows you to connect with those searching for your product or service and helps turn them into customers.
8 Reasons Your Business Needs SEO
Great, we've got an excellent definition of SEO and know why it works. But, really, how do we know that SEO is good for your business? In order to see why SEO is so powerful, we really need to examine the role SEO plays in marketing and communicating your messages the masses. Now, let's look at eight reasons why your business should definitely consider investing in your organic SEO:
Reason #1 - SEO Provides the Highest ROI
SEO provides the best ROI than any other forms of marketing. According to the 2013 State of Inbound Marketing, SEO on average generates 14.6% of leads. This means that if 100 people visit your site, about 15 people should be converting (contacting you) if you’re doing SEO.
When you look at the graph to the right, you’ll see that other forms of marketing produce much lower results. Telemarketing produces a 6% ROI and blogs produce a 7% ROI, while SEO produces the highest. What about other forms of marketing such as direct mail or print advertising? A Search Engine Watch report indicates that direct mail and print advertising have a 1.7% close rate.
Stop a moment and think about these two sets of numbers: 14.6% close rate with SEO and 1.7% close rate with print advertising/direct mail. People are 89% more likely to visit your website if it appears on the first page of Google and 14.6% more likely to convert to a paying customer, compared to 1.7% for print ads!
Wow! What a huge difference in ROI between SEO and print advertising! Now that you know the difference, where would you rather spend your money?
Reason #2 - SEO Increases Your Impact
Remember earlier when we discussed search visibility? As the local SEO process happens, your website shows up more and more in search engines. As this happens, your Search Visibility increases because your site shows up for more searches. As this happens, your site begins to own more and more of the "market share." Owning more market share means that you've got more and more opportunities to capture traffic to your site and convert visitors into potential customers. SEO is so powerful because it can multiply your impact massively by getting your website in front of targeted eyeballs.
Want to see an example of how SEO increases a website’s impact? To the left is an example of a client that we’ve been working with over the past 12 months. When we started working with them, they had about 100 visitors to their site a day. Five months into the process, their web traffic increased to 1,000 visitors a day. What a huge increase in traffic! For this client, this led to more phone calls, emails, and walk-ins to their local business.
Reason #3 - SEO Drives Offline Sales
These days, more and more sales are driven by customers going to the web and doing research. A study done by WebVisible/Nielsen in 2008 found that 86% of consumers use the Internet to find local businesses. Now this number has increased to 90%!
Think about the employees at your business for a moment. What if you were able to hire an employee who never got tired, who worked every day and night, and always delivered qualified leads to your business? Your website is this sales person! Always working for you, always doing the job, always producing. Now that’s the best kind of employee!
Reason #4 - SEO Builds Your Brand
Local SEO is powerful for your business because it makes your company’s branding appear better, stronger, and more well-recognized within Google and other search engines. How does this work? In the ideal world, when people enter search phrases in Google for your business, your company should be right at there at the top of the search results. At this point, your branding “makes the first touch” from a marketing perspective. Then, psychology takes over because people begin to believe that your company is the best. Remember, all this happens when your business appears in the first results of the search engine.
Another thing that happens is related to your website’s title and meta description. All we’re talking about here is the first few words that people see when they see your company’s information in Google’s search results. The title and meta description send a powerful statement that strengthens your brand, as well as communicates the marketing message of your company.
Reason #5 - SEO Builds Trust
These days, everybody starts their research online before buying products or services. In fact, the term “Google it” has become so well known that almost anyone understands what it means. What happens when people see your business at the top of Google for a search phrase? Besides believing that your company is the best, they also believe that your company is credible. The more that they can believe your company is credible, the closer they are to a conversion. Remember, your site should be generating more and more conversions every month as it performs better.
However, remember this: It’s not enough to just have your website at the top of Google. You’ll need to do much more than that to convert web traffic into real customers. On the website, over the phone, and in person, you must be able to get inside the heads of your potential customers. You must speak their language, feel their pain, and present them with a solution. The solution must ease their pain and solve the problem. The better you can do this, over and over, the more customers you’ll convert. Local SEO is so powerful because it puts you right where you customers are, at the right moment, with the right solution. Winning big means converting more and more traffic into customers, every month.
Reason #6 - SEO Leverages Social Media
Is your business using Facebook, LinkedIn, and other social media sites? SEO plays an important role in social media. Social media is made up of search engines that are directly connected to each other. The major search engines like Google look at hundreds of factors when ranking a website in searches. Social media has become one of these factors that search engines use to determine which content is best.
According to Marketingland, Social Media:
- Helps foster relationships, which in turn helps build links and improves rankings.
- Aids in public relations, as a distribution channel and a means of generating easy online buzz.
- Provides a form of social proof, giving greater credibility and trustworthiness to your content.
- Helps brands rank for their social networking profiles and receive greater visibility within Google and other search engines.
In fact, Search Engine Land reminds us that “SEO alone cannot help you reach your highest marketing potential.” The highest marketing potential happens when you combine social media, branding, split testing, and other marketing strategies into your overall SEO strategy. The combination of each individual element strengthening and reinforcing the others will help your business grow exponentially over time.
Reason #7 - SEO Eliminates Your Competition
Local SEO is a competitive world. Whoever holds the higher position gets a greater share of traffic. The companies in the top position have had to work hard to get to the top. The companies below that number one position are constantly working to achieve the top position.
One of the most powerful aspect of local SEO is seen when your website moves up and pushes your competitor out of the top position in a search. Now, instead of seeing your competition, online traffic actually sees your company, your brand, your website, and your offerings.
How can you focus on eliminating your competition? This article at Entrepreneur indicates that focus on content creation, planning your keyword targeting strategies, and monitoring your competitors’ on-site SEO activities can help.
Reason #8 - SEO Makes Your Website Produce Leads
Since your website is the first thing people see, your website is really your “digital calling card.” In the online world, your website is the first point of contact that people have with your company. This first interaction is crucial. If your website is set up properly, SEO should be bringing people to your site. Once traffic starts landing on your site, you can start qualifying prospects into your buying cycle and generating leads for your business.
What happens if people can’t find your website? Absolutely nothing. If people can’t find your website in search engines, it is good for nothing! When you hire a company to do your SEO, their job is to make your website start showing up in more searches. Over time, your site will be found more and more.
What happens if people come to your website but don’t end up contacting you? This means that your site isn’t converting the cold traffic into potential customers. In situations like this, you’ll need to hire someone who can help you improve your website’s functionality so that it can become a lead-generating machine.
Reason #8 - SEO Makes Your Website Produce Leads
Now that we’ve gone over these 8 reasons, you can begin to see why local SEO is so powerful. SEO is a long-term investment that provides the highest ROI, drives offline sales, builds your brand and trust, eliminates your competition, and helps make your website produce more leads.
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