I think that you’ll agree with me when I say:
It’s difficult to get visits to your website on the crowded web.
Or is it?
There just so happens to be a technique that underpins all your digital marketing. It’s the foundation for getting organic traffic and allowing your inbound marketing to florish.
This technique is called search engine optimisation or SEO for short.
Today I am going to detail 31 reasons why SEO is important for your business.
1. SEO ensures that your website is indexed by search engines
Just because you built it, doesn’t mean that the search engine spiders will come. This is not the Field Of Dreams.
The good news is..
SEO will make sure that your website is crawled and indexed by search engines. This means that search engines, such as Google and Bing, know your site exists.
2. People search for everything
People search for everything.
I mean everything!
Right now, someone is searching for whatever it is you sell or offer.
SEO ensures the search engines know your site exists.
But, if your site does not rank well on the search engines, it will never be found.
SEO will optimise your site to rank well when a relevant search is performed on a search engine such as Google.
3. SEO gets more traffic than PPC
On page 1 of the SERPs (Search Engine Result Pages), PPC (Pay Per Click) adverts at the top of the page receive approx 25% of clicks.
PPC adverts receive 25% of clicks whilst organic results get 75% of clicks
The winners are the organic non paid results with 75% of the clicks.
4. Cost effective
When compared to other forms of marketing, SEO is cost effective and is a good investment of your money.
Lets compare SEO with PPC.
Pay per click is great and can bring in sales quickly. But you pay a premium for every single PPC customer.
Good SEO lasts. Imagine if you can get hundreds or even thousands of visitors a day due to SEO. Then a percentage of these convert to customers and this continues for several years…
That is a good investment!
5. Improved UX leads to more conversions
If you get your user experience (UX) wrong then users will not stay for long on your site.
How will SEO help?
These are just a few examples:
ensuring that users stay on your page rather than bounce back to the search results
optimising page loading speeds
ensure no broken links
But that is just part of the story…
Did you know…
Since 2015 more searches are carried out from a mobile device than are carried out from a laptop or desktop PC combined.
What’s the UX like for your site from a mobile perspective?
Here are a few things to think about:
Does your website display correctly on a mobile device?
Are the buttons big enough to tap?
6. Long term strategy
SEO does offer quick fixes. Many on-page factors such as images, broken internal links, incorrect page redirects can be optimised quickly.
Imagine if you could get visitors to your site over a long period and after the initial outlay those visitors cost virtually nothing.
Sounds too good to be true?
That is the beauty of SEO.
One example (of many):
Let’s say you produce an article on your site that is better and more authoritive than any of your competitors. And this article is on a popular relevant subject.
Then you use SEO techniques to make it even better and also get a load of quality backlinks to your article.
Over time this article will start to rank well. The better it ranks the more impressions it receives. The more impressions it receives the more clicks it will get and thus more visitors to your website. The more visitors you get, the more conversions you get.
Think about it…
It will be a goldmine for you.
7. SEO improves branding
Your online branding needs to be trusted
Your brand can be the make or break of your online success.
To be a successful online brand your website needs to show expertise, authoritiveness and trustworthiness.
To do this your site requires quality content and you need others to like that content.
It just so happens that this is what SEO excels at.
8. Increased conversions for other marketing strategies
Other marketing strategies will have an increased conversion rate thanks to SEO.
Let’s say you have a PPC advert running. This advert drives traffic to a landing page on your website.
If your landing page gives a terrible UX and is not optimised correctly, those visitors will not stick around to convert into customers.
You may as well burn your PPC budget for all the good it will do!
If you optimise your landing page you will convert far more visitors to customers.
But wait, there’s more..
If you also optimise your PPC advert by targeting the correct phrases and by using the correct language and expressions – you will get even more clicks on your advert.
Which means even more landing page visitors and more conversions!
It gets better:
This tactic can be used for any type of landing page. You can even use it for driving traffic from your social media accounts to your website.
9. It’s Measurable
Everything that happens on your website can be measured. From the everday stats to custom events and goals.
Average time on page
Click through rates
Want to know the best part?
Google Analytics and Google Search Console allow you to do this for free.
10. Track your competition
You are not going to see your competitors analytics data.
You can find out:
What keywords they rank for
Where they rank for those keywords
What software they have running on their site
Social shares for individual articles
Number of backlinks
Quality of backlinks
and much more.
It’s good to know what your competitors are doing and to find out what they’re doing that you’re not. But always remember to focus on your business.
11. SEO is a long term investment
SEO is a long term investment
PPC provides instant results. Using SEO to rank well in organic search results provides long term results.
Everytime your PPC advert is clicked you pay for that click. When you run out of PPC budget, you will get no more clicks.
An optimised web site that ranks well, will keep ranking well and keep receiving clicks even after your initial investment.
Yes, there are short term benefits with SEO but with SEO you are investing in medium to long term results.
12. Insight into how customers interact with your site
Do you want to know how visitors flow around your site?
How they convert to customers on your site?
What are the pinch points on your site that cause visitors to abandon your site?
Based on these insights you can the customer journey and fix the pinch points which lose you custom!.
13. Makes you a better marketer
SEO gives you a better understanding of your other marketing channels. Of how they all need to work in harmony to produce the best results.
To put it simply:
It makes you a better all round marketer.
14. Builds trust through association
People trust sites who rank well on search engines such as Google. But only as long as the content presented by the sites answers their query.
You will also gain trust by consistent branding and by making your site an authority within your market.
15. SEO is inbound marketing and attracts high converting traffic
SEO is inbound marketing.
Users of search engines are looking for the answer to their search query.
SEO takes your quality content and makes it search engine friendly. This content is then presented as an answer to their query.
When these searchers visit your site they are already far more likely to convert to being a customer because your content matches their search intent. You have answered their query.
16. It’s easy to outsource SEO
If you don’t have have the time, resource or skills for SEO in house, then outsource.
SEO consultants are up to date with all the latest news, changes and legitimate techniques.
Given the time, a good SEO consultant will work wonders for your site.
17. Consistent NAP
NAP stands for Name, Address and Phone Number
You’ve been proactive and put your details on some directories.
Your NAP details must be consistent across all platforms.
NAP consistency, quality & quantity are essential for ranking well within local search results.
On top of this, if it’s incorrect and a potential customer dials that incorrect telephone number, then they’re not a customer.
18. Visitors will stay on page longer
If a visitors first impression of your website is negative, do you know how long it takes for them to click the back button?
Thats right. You’ve only got 2 seconds to grab there attention and convince them to stay.
Within that 2 seconds a user will have scanned the header, read the first sentence and have a general impression of your page relevancy.
If they like it they stay and read on, else they are gone and onto a different search result.
A visitor to your page is more likely to continue reading if that page is optimised correctly.
And if that is not enough….
Time on page is a ranking factor.
If visitors consistently quickly click the back button, the search engines mark your page as not relevant for the searched phrase.
A correctly optimised page will entice your visitor to read on. The search engines will then mark your page as relevant for the searched phrase. This is a positive ranking factor.
19. Beat the competition
SEO helps you beat the competition
The truth is..
If your competition are utillising SEO and you are not – who do you think is gaining the most visitors and conversions?
And if by some chance you are gaining more visitors and conversions – wouldn’t you like even more?
I know I would.
20. Online spending
According to the UK ONS (Office for National Statistics):
The amount spent online for UK retail channels increased by 18.5% between August 2015 and August 2016.
And there’s more:
In the UK, online sales equated for 10.4% of GDP in 2015 (ref:techUK).
According to Statista – by the end 2016, this is expected to rise to 12.4%.
What’s that in money?
In 2015, UK GDP was 1.869 trillion pounds which at the time was roughly 2.849 trillion US dollars. This makes the 2015 value of online sales in the UK = 194 billion pounds (296 billion US dollars).
To me, that’s a lot of money. And the UK makes up less than 5% of global GDP.
If you want a slice of the online market then your content needs to be matched up with potential customer searches.
Now guess what can do that for you?
That’s correct, it’s SEO.
21. Business visibility
The internet has made the world smaller. We can easily communicate or buy something from the other side of the world with a click of a button.
The world is open for business 24/7.
Someone, somewhere is searching
Get your online presence performing and get it out there in front of people.
SEO will get your business in front of people working for you day and night.
22. Better social content
Better social content is easy to share
People share content that they like.
When you’ve got great content that has been optimised using SEO it will get shared socially.
Do you have social sharing buttons for each piece of content? – You should have!
If you have optimised your opengraph meta data, your twitter meta data etc then you get to determine how that sharted content appears on social media. ie:
23. Better design and functionality
This ties in with the UX point I made above. Optimised design and functionality improve conversion rates.
Why is this?
If your website has bad design or is unintuitive, visitors will click the back button on their web browser.
And we don’t stop there..
By performing A/B testing SEO can determine what drives more conversions.
Does “login” or “signup” convert more?
Do you get more conversions if image A is used rather than image B?
If you are planning on launching a new website or are planning on a site redesign, I advise you to get your web designer/developer together with an SEO professional. This will get your site off to the best possible start.
24. Makes your site an authoritive resource for your market
Think about it:
Your content is the most comprehensive. It is backed up by factual data.
You have performed SEO to optimise your page and content. You have built lots of high quality relevant backlinks to your content.
You start to get lots of visitors. These visitors read other linked quality content on your site. You then start to get other sites linking to your content because of its quality. This drives more visitors to your site.
You are now an authoritive resource for your market.
25. Teaches you what not to do with your website
SEO quickly teaches what should not be done with your website. Your traffic will soon plummet if you get something wrong.
There are far too many to list. But here are 3 of the obvious “don’t do”:
Attemptng to fool the search engines
Poor, spammy content
26. Identifies emerging online trends
Identify emerging online trends with SEO
What emerging trends will SEO identify?
Were you an early adopter of making your website optimised for mobile? Searches from mobie devices exceeded 50% of all searches in 2015.
What about AMP?
How about video content? It is predicted that 90% of all web content will be video by 2020!
27. Identifies emerging markets
I’ve already mentioned the 24/7 internet world.
Have you thought about emerging or other markets?
The world wide web straddles the world. Where in the world are people searching for your product but that search is not in your language?
Are you missing out? SEO can optimise your content for these markets.
28. SEO allows you to dictate how your company is seen
Ask yourself this:
Would you allow a cheap shoddy brochure containing mistakes to be distributed to potential customers?
Nor would I.
Your website and online presence are an extension of your business. With SEO you can dictate how to present yourself and how the world perceives you through it’s digital eyes.
29. SEO enables you to achieve your company goals
By now you will have ideas on how SEO can help you achieve your company goals.
From brand awareness, conversions….
SEO is at the heart of reaching your company goals in the online market place.
30. SEO is here to stay
SEO has changed over the years.
But as long as the digital world exists, search engine optimisation will be required to optimise quality content so that it’s matched by search engines with the user intent.
31. It’s interesting and fun
Maybe that one is just for me.
I like learning new information and new techniques. Then applying what I have learned and seeing the successful results.
As well as all the technical stuff, you get to learn about people and their behaviour.
It is more important now than ever before that you invest in SEO.
Because every day, more than one million websites are launched.
I have given you 31 reasons why SEO is important for business.
4 key questions to ask yourself:
Do you want your website to stand out from the crowd?
Do you want more relevant traffic?
Do you want more conversions?
Do you want to succeed online?
If you’ve answered yes (and it should be a yes), then you need to invest in and implement a SEO strategy.