If you own a business and want it to perform well in this digital age, understand the importance of a website that attracts and converts traffic. Most people today indeed discover new businesses online but getting their attention in such a competitive environment is not easy. However, there is one approach that is well-known for providing long-term results. It is called search engine optimization or SEO. We have developed this article that looks at how SEO helps businesses grow and how it can be a valuable long-term investment.
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Direct Impact on Conversions
At this point, most people probably know that there is a difference between organic and paid traffic. Search engine optimization or SEO is about getting your website to rank highly on search results pages for particular keywords without directly paying to be placed at the top. This means that more people conducting those searches will see and click through to your website. In other words, it generates traffic. While it certainly does this, traffic generation is not all there is to SEO.
Whether you do it on your own or hire any SEO marketing services, also has an impact on how many visitors your website converts. That means that action they take after they land on your website, whether that’s making a purchase, booking an appointment, or anything else. SEO enhances your brand’s credibility and authority, as well as improves the experience that visitors have on your site.
Multi-Layered Strategy
There is a misconception that SEO is just getting more visitors to click through to your website. It is a multi-layered strategy that matches web users’ intentions to particular pages on your website designed just for them. Most marketing services describe this process as a funnel. Let’s discuss what it looks like. The top of the SEO funnel is where you try to raise brand awareness by providing visitors with engaging, informative, and unique content such as blog posts.
But it is not enough. No matter how good your content is, people who are just learning about your brand are not likely to convert immediately. It needs more effort. It is important to target them again at the second and third stages of the funnel. In the second stage that follows, they are considering buying from you, so you should show them comparisons and testimonials. The final stage is making sure they convert by leading them to optimized landing pages.
Technical and On-Page SEO
Content is king. SEO marketing does not only involve creating good content. That process is known as on-page SEO, and it is about creating content that not only targets web users at different stages of the funnel described above but also provides them with different types of helpful content. These include long-form blog posts, videos, FAQ sections, and landing pages. But on-page SEO is not alone. You also need to look at technical SEO.
Why is technical SEO important for your business? The reason is that it is concerned with the performance and user experience of your website rather than the content. That means you need to look beyond the content. Make sure that your website loads quickly is easy to navigate, and works on mobile and desktop devices. These are the kinds of websites that major search engines like Google prefer to promote because they consider them to be more helpful for users.
Ranking for the Right Searches
Finding the most searched keywords is not the only thing that you need to think of when devising your strategy. You should keep in mind that improving your search engine rankings for the most searched keywords related to your product may not lead to much growth for your business. Why is it? This could be because your content is not a good match for the intentions of the people making these searches or because these are not searches people make when they are ready to convert. In other words, they can bring traffic but have low conversion potential.
For example, when someone searches for the “best” they are probably ready to buy it, but someone searching for the “history of” something is probably just looking for information. Even if the informational query has much more volume, focusing your SEO efforts on ranking highly for it may not lead to many sales.
Conclusion
While SEO means making efforts to climb to the top of search results pages, SEO marketing is all about taking advantage of that position by using it to grow your company. That means more than just targeting relevant, high-volume keywords. It means targeting the right people with the right content to convert their clicks into real revenue. So, always consider this before you make your next SEO strategy.
