According to Forbes, an SEO strategy is “one of the single most important components of any organization’s branding efforts and online presence.” After all, each time Google updates its search algorithms, it’s looking at sites in a new way. To gain organic traffic, you need to keep up your end and optimize for Google’s crawls, no matter what new updates they entail. Here are the top reasons why you need to invest in SEO and how those efforts will improve your business.
Keep Up With—and Outperform—Your Competitors
With more than 65 million Facebook business pages in existence, your strategy should be to optimize or get left behind in the dust of your competitors. And it’s not just a one-time job. SEO, like social media, is a living thing, constantly moving and evolving. Keep up with your SEO efforts and track both your own progress, as well as that of your competitors to see how you measure up, where your weak spots are, and where you can outrank them with on-page SEO like stronger and more thorough content or targeted keywords. In time, your traffic will increase, along with SEO revenue.
Understand Your Audience
Your website traffic reports are more than just numbers. They show exactly who your customers are, through data that shows what they want, how they search, and how they interact with your content.
By implementing Google Analytics into your SEO strategy, you can identify the demographics and user patterns of those who are accessing your site, as well as the characteristics of the audience you want to reach.
You’ll be able to figure out where and what kinds of changes you need to make to decrease bounce rate, and increase traffic, conversions, time on page, and more. Other SEO Tools, such as SEMRush or Moz, can help you identify what keywords you should optimize for and target, as well potential backlinking opportunities.
Get the Best Bang for Your Buck
One of the best reasons to start in SEO is because it’s the most cost-effective measure you can take. Social media profiles are free, and crafting content and engaging with your audience takes only time and some creativity. Since your customers are the ones searching, you just have to make it easy for them to find you and keep them engaged.
To survive and even thrive among your closest competitors, you need to carve out your own niche to stand apart from the pack. This can be in the way you deliver content—through video tutorials, weekly podcasts, or just an informal and humorous tone on your blog that puts customers at ease—or even something as simple as your design choices. This trusted recognition will lead to increased visibility and, in turn, traffic.
It Creates Long-Term Results
Paid search advertising (also known as pay-per-click) sure does seem tempting, especially when you’re starting out. But it’s a short-term fix, and won’t necessarily drive the traffic that you need or want for long-term plans and a higher ROI.
Plus, Google can see how quickly a site has gained links, so paid clicks or even phony lead generation is a bad idea that could be damaging to your site’s overall health. By building your SEO slowly, through honest link acquisition, keyword targeting, analytics, and lead generation, you’ll be laying the foundation that your business will rely on for years to come.
Lauren Pezzullo is an east-coast-raised Austinite and musicophile who writes about the latest software and B2B trends for TrustRadius. She’s currently at work on her debut novel.
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