Nowadays, it's easy to make a case for why SEO should be implemented in your digital marketing efforts. Companies are finding that without a strong SEO strategy, they fall behind those who have been ahead of the curve. We'll examine why SEO is essential to your current marketing efforts and the benefits of implementing an SEO content strategy.
Modern Marketing has Gone Global
Almost everything these days is digital or going digital. Because of the broader use of the internet, the way we do certain things has changed, including how businesses market their products or services to their target audiences. The world wide web is now the playground for marketing and touches industries and markets in every region of the world.
SEO Aids in Greater Visibility
SEO is everywhere you look, and everybody is talking about it. Search engine optimization is used to drive more people to your content and increase search rankings online. But how does that work?
Well, SEO consists of several different components; on-page, off-page, and technical SEO. These three categories will aid other parts of your digital marketing strategy and play a role in the overall visibility of your website and content.
When you think of SEO, you may think of keywords and phrases. However, that is not all that SEO encompasses. The point of SEO is to make your website easy to find and clearly communicate what your company does and its overall purpose.
This is achieved by building keyword strategies based on what your audience is searching for, the website loading speeds, website structure, the functionality of your pages, and how helpful and unique your content is.
Drives Organic Traffic to Your Site
SEO is now a staple in marketing, as 69% of marketers invest in SEO. That number will grow as search engines prioritize how websites are ranked based on these factors. When you think about the buyer's journey, the beginning stages involve researching the purchase. Therefore, potential customers will navigate the web to learn as much information as possible to make an informed decision.
This is organic traffic. Meaning more people are coming to your website or blog on their own. Organic traffic is an excellent means for customers who read your content to continue to come across more of it, further driving site traffic and engagement. Google considers these organic searches in their ranking, and while that’s one of the more important factors, it's not the only one.
Builds Credibility
As your audience begins to research, they also must discern which content is credible. A cohesive SEO strategy aids in building credibility among your audience and your online ranking. A website that ranks high on Google is highly likely to be found as a credible and trustworthy source.
This further instills confidence in your potential buyer and prompts an increase in prospects and eventual sales. In addition, creating SEO content that is transparent, factual, and educational gives businesses more authority in their respective industries and niches. In turn, this drives a greater competitive advantage.
Generates a Better Competitive Advantage
The amount of content created and distributed online is only growing; therefore, competition within these spaces is also increasing. The goal for a business is to get its content in front of its audiences and build a strong case for why they are the best choice.
As 53% of shoppers research before they make a purchase, it’s beneficial for businesses to create informative content to guide their readers through the process. Most websites use SEO, and you'll indeed be left behind if you aren't getting on board.
SEO is a long-term game. It takes time and research to understand what the most effective strategies are for your business, and it takes time for those strategies to show results. Therefore, building an effective SEO strategy right out the gate will help you catch up to your competitors and help you build a solid online presence.
SEO Helps You Understand Your Audiences
What makes buyers come back to your website? Interest. Whether they're interested in the information you provide or are intrigued by how you present the information, quality, unique content will keep your readers going back for more. And, you guessed it, boost your search ranking.
Running an SEO audit will show companies what their potential buyers want. Data measurement and collection is one of the best resources companies use to understand the needs and wants of their audience. With this information, you can build a content strategy based on your findings and include your SEO strategy. Creating content built around what your readers are looking for versus generating random content will add to greater online visibility.
Creates a Well-Rounded Digital Marketing Strategy
SEO can be considered in every aspect of your digital marketing strategy. From your alt text, captions, web copy, email campaigns, social posts, and newsletters, SEO can bring the best results across your entire strategy, giving brands a more holistic approach to their marketing efforts.
What makes a website perform well and see more traffic is a web page that considers the creation of content as a means to educate and guide its readers through the buyer's journey to the final sale, all while giving them the confidence that your brand is the best choice.
Google also ranks pages higher that have a more cohesive content strategy. Again, this is because it can better understand what your brand does, further giving you credibility and authority. However, it's important to mention that while it's best to create content, it must be quality content. It must have substance to be helpful and to rank higher among your competitors.
SEO Will Continue to Shape Digital Marketing
SEO has shifted into a marketing strategy required by all companies wishing to compete in the market. Whether by computer, phone, or other device, audiences connect with branded content they find valuable and enjoyable online.
Digital marketing will see changes as the web continues to evolve and people find new ways to use it. And the same can be said for SEO, which is on its way to becoming more sophisticated, and newer technologies, such as AI, enhance how we utilize it. So, no matter which type of digital marketing strategy you decide to implement, remember the importance and value of integrating SEO.