SEO is the abbreviation used for Search Engine Optimization. It is a set of actions and practices applied on a website in order to stand out among the results of search pages, as in Google. That is, investing in SEO for your website is to apply the best techniques so that it is found by people who research about your product, service or area of expertise. With so many competitors and pages available on the internet, a good way to stand out to potential customers is to appear in the first few results as generally people do not click onto the second page. After all, over 3.5 billion searches are done every day on Google.
1. High Return on Investment
One of the main benefits of SEO is a relatively high return on investment, compared to other forms of search engine promotion such as Google Adwords. A website that appears organically in Google results does not cost anything, apart from the professional SEO service and the derivative of the creation of good content to position. On the other hand, its cost is independent of the volume of traffic that you manage to bring to your website. For example, if you do a campaign in Google Ads (previously known as Google Ad words) you will pay for each time someone clicks on the ad, therefore each person who accesses your website will have a cost, whereas with SEO positioning, you will always have stable costs regardless of the number of users who come to your website.
2. Long-Term Positioning
One of the advantages of SEO is that it is a long-term digital marketing strategy. If one manages to have a good SEO positioning, we periodically upload optimized content to the web and carry out a little maintenance, they will not easily take away the top positions of the search engines.
As we have already advised in the previous point, this does not happen with Google Ad words campaigns, once the campaign is finished there will be no more traffic to the website.
3. Increase in Target Traffic
The first 3 positions of the search engines take more than 75% of the clicks and less than 10% of users go to the second page of the search engines as users generally prefer to carry out a new search. Best free press release sites are good source to increase traffic. The data speaks for itself about how beneficial it is to appear in the top few positions of Google.
To correctly position a web page, it is necessary to carry out a keyword research or study of keywords, to detect all the terms that your customers use to search for your products and services. This will make your traffic that does come to your site is of a better quality since you will offer what your customers are looking for.
4. Increase Sales or Conversions
SEO is much more than traffic. The implementation of good SEO actions will help to optimize the conversion rate of the website. For this we have to optimize all the elements of our website that have to do with the sale or conversion, such as the purchase funnel, the pages where users who carry out conversions access and the product and service files. We must detect which keywords are used by users who make a purchase on our website and focus our efforts on attracting more traffic to convert to our website.
On the other hand, we will not get the maximum benefit from SEO if we bring traffic to the web but do not increase sales or conversions. Therefore, it is essential to optimize the purchase funnel to detect technical errors, unnecessary steps, purchase forms that request too much information or simply information that the user does not understand, which is making it difficult for us to have higher conversion volumes. There are many tools that allow you to monitor what users do on our website, to detect errors or processes that make it difficult for users to purchase.
5. Promote the Web Relentlessly
A major benefit SEO is being able to have prominent visibility for your website 24 hours a day, 365 days a year. This is something that does not happen with campaigns in Google Ads because once you run out of budget or stop the campaigns, your page will stop appearing in search results. SEO is an investment that will give you results over a long period of time. Once your website is optimized, if you upload quality content periodically and follow-up to check that everything is correct, there will be no one to make you fall from the top positions.
Andrea Parker is a reporter for Zobuz. She previously worked at Huffington Post and Vanity Fair. Andrea is based in NYC and covers issues affecting her city. In addition to her severe coffee addiction, she’s a Netflix enthusiast, a red wine drinker, and a voracious reader.