Search engine optimization is the most cost-effective form of marketing, but the value of SEO goes beyond the generation of quality leads at a lost cost.
Local businesses and big companies both invest in SEO because it helps them build a great reputation and establish their brands as leaders in the eyes of their customers. Unlike pay-per-click (PPC) and other types of paid ads, SEO is considered a form of organic marketing.
In other words, you don’t have to pay to have your site on Google or for each lead, just cover the costs of your marketing efforts.
Let’s take a deep dive into the value of SEO and discuss some of the advantages it poses for paid advertising strategies.
Why Is SEO Valuable?
In this section, we’ll share 8 points to help us illustrate the advantages of SEO marketing. But, before going over each benefit, it’s important to understand the way users behave when interacting with organic search results.
When a user searches for a product or service on Google and other search engines, this person feels in complete control. The key to effective SEO is to ensure that all elements are aligned to ensure that your site appears on the first page and that your link features an engaging snipper.
Some of the variables you should look out for include your site:
- Meta tags, including title tags and meta descriptions
- Link-building profile, in other words, having your links appear on other sites
- Google Maps local business listing
- On-page SEO factors like internal links and anchors
- Ranking keywords
- Other off-page SEO variables, like review site ratings
As long as you cover all of the areas that influence your SEO performance, you see results that prove how valuable SEO is.
1. Long-Term Results
For many companies, the biggest advantage of having an SEO strategy is that it produces long-term results.
Getting ranked among the first ads in paid search Ranking on the first page of search engine results pages (SERPs) is a gradual process, so it requires a lot of SEO work. But, once you achieve top rankings for your important search terms, keeping those positions becomes less complicated.
With that said, you need to constantly optimize your website’s SEO in all senses in order to achieve long-term success. For instance, you should revise your marketing funnel structure, digital marketing strategy, and the content on your page regularly and make improvements wherever possible.
2. Organic Marketing Compounds Over Time
Having high-quality content positioned in the top 10 SERP positions can help drive more visitors to your site. But, it also creates a compounding effect. This means that having online content ranked among the top results will help you do the same with other pages on your site.
Now, this all depends on how well you implement SEO best practices. If you don’t have a lot of SEO experience, your best bet is to hire a search engine optimization specialist that can help set up and manage your campaigns.
Make sure to partner with a knowledgeable SEO expert, like an SEO agency with a proven record that can help you manage all areas of your strategy. This includes your business listings, local SEO content, tracking site ranking, performing keyword research, and converting the organic traffic that enters your site.
3. User Experience
The user experience is extremely valuable for your website’s SEO.
The reason for this is that Google measures user experience metrics, like the number of pages visited or the average page session duration, to determine if your site provides users with the information they are looking for.
If the information or another area of your site doesn’t match the search that was performed, the user will not spend a lot of time on the page or visiting other parts of the site.
When you have a good SEO ranking, it means that your website follows search engine guidelines and provides useful information to everyone that visits your web pages.
4. Trust and Credibility
The value of organic marketing can be measured through quantifiable metrics (more on this later), but it can also manifest itself through intangibles like a great reputation.
By making an SEO investment and earning a good position on search engine rankings, you’ll place your site among the top providers in your industry. Literally.
And, when potential customers see your site next to well-known brands, they will automatically acknowledge that your services or products are at the same level as the industry leaders.
This can give your local SEO strategy and other parts of your digital marketing plan a huge boost.
5. More Engagement, Website Traffic, and Conversions
What is the value of SEO in terms of the performance of your website?
In short, SEO results can translate to better audience engagement, a lot more traffic, and a spike in conversion rates as well as volume.
Most consumers use Google and other major search engines to research products before making a final decision. Therefore, search engines are a great source of quality organic traffic that’s constituted of potential customers in your service area.
As long as you implement sound SEO tactics and place features on your site that help convert visitors, you’ll be on track to sustained business success.
6. Buying Cycle
Unlike many other marketing channels, organic search marketing can create a sustainable buying cycle and nurture clients through every step.
Now, this requires additional marketing strategies, including content marketing, email marketing, and social media promotion. Not only this but having a good understanding of SERP features and how to use them to promote your products or services online can also shorten your turnaround.
Fortunately, you can partner with SEO professionals that have a profound understanding of organic marketing and how to leverage it as a competitive advantage. The SEO industry is constantly changing, so having an agency that keeps up with the latest changes can unlock this SEO value sooner than an internal team.
7. Cost-Effective Strategy
Organic marketing is known as a cost-effective option because you don’t have to pay to appear on search results or get qualified traffic on your site. But, you still need to invest in building a comprehensive SEO strategy and implementing Google Search Essentials (previously Google’s Webmaster Guidelines).
Furthermore, SEO efforts like conducting research, creating content, and optimizing a website represent a time investment. Rather than putting pressure on your team, there are SEO companies like Fannit ready to craft impactful local SEO strategies for your business.
Just like paid search campaigns, you can track the performance of your organic efforts. Therefore, it’s possible to determine how much revenue your search optimization activities produce and quantify other areas of your performance.
Organic search strategies can help you build a profitable digital promotion machine. To learn more about working with an SEO professional to improve your search result rankings, schedule a free consultation with Fannit.