Is your business investing enough in SEO?
Let’s unpack why SEO is so essential.
The majority of the world with access to the internet, are visiting Google at least one per day. Whilst this isn’t always to spend money, it is often the first step in a buyers journey. So, popping up when a potential customer searches for something relevant to your brand is essential for generating leads and even being considered as an option in the first place.
Not only is showing up for relevant Google searches important, but several studies have made it clear that showing up high on the first page is essential. In fact, a recent study has shown that the first 3 organic search ranking positions result in nearly 40% of all click-throughs, whilst up to 30% of all results on pages 1-2 don’t get clicked at all.
Not only is SEO clearly super important, it can offer outsized returns too!
While advertising needs continuous investment in order to drive traffic to your website, SEO is one of the only digital marketing channels that can continue to pay dividends over time. If you continuously create great pieces of evergreen content that is relevant to your target audience, you can build a traffic source that continues to offer benefits long after it’s gone live.
So, what are the three steps to achieving good SEO?
1) Local SEO – “where to buy” and “near me” mobile queries have grown by over 200% in the past two years proving just how important local SEO is becoming, particularly for smaller businesses. To use this increasing demand for local businesses to your advantage, get crafting location based landing pages and perfect your ‘Google my Business’ page. For more on how to perfect your ranking in local searches, check out this guide to Google my Business by SEM Rush.
2) Website changes – when it comes to SEO, it’s best to follow new trends and changes closely, e.g. (the Google update we mentioned last week). But, even a site that isn’t constantly keeping up with SEO updates should drive traffic and improve conversion rates by implementing timeless best practices (Such as EAT and a UX built around search intent). With every algorithm update, Google forces us to put the user first and deliver a solid experience, which in turn encourages us to optimise for conversion rate improvements.
3) Hire an agency – if you’re not seeing results from in-house SEO practices, it could be worth hiring a specialist SEO agency with the necessary expertise to boost your brand’s growth. By investing in genuine SEO specialists, you’re future proofing your site against the notoriously volatile changes that Google is known to make. And with a high barrier to entry for brands late to the party, it is better to invest in SEO now and reap the rewards over time, than to try and play catch up with market leaders who have already cornered your market online.
With all this said, are you prioritising SEO in your marketing strategy as much as you should be?
Learn from the best UK brands and agencies
Want to see how brand marketers and agencies tackle today's most pressing marketing challenges?
From brand interviews to behind-the-scenes insights into real pitches, join 100s of forward thinking marketers subscribed to our weekly newsletter.