What is SEO and Why Every Business Needs It To Succeed
Let’s talk about Search Engine Optimisation (SEO). Did you know that the majority of the traffic to websites today are driven by organic search? Even more so, do you know that SEO in digital marketing allows you to save a large amount in your budget in order to drive traffic to your website? When done right, your site gains higher visibility to a variety of keywords and drive up visits and conversions at no extra cost.
In essence, the desired goal of SEO is for you to be the top result for a keyword that a consumer is looking for.
What is SEO?
SEO is a process that serves to optimise your website to show up on the keyword that a consumer might be searching for. SEO splits up to 2 distinct branches: Firstly, Content SEO which focuses on producing the right information for consumers for the right keyword. Efforts must also be placed on link building to improve your site authority, one of the factors that make your site rank on search engines. Secondly, Technical SEO focuses on the infrastructure of the website to support SEO efforts. This can include technical factors like site speed, presence of structured snippets in your source code, etc.
Here is a sample SEO snippet using the keyword “Airport Transfer” on Google search engine. Notice the keyword “airport transfer” in bold and that there is no sign of a paid advertisement anywhere. You can see the Title in Blue and Meta-description below. This is done as a part of the SEO process to give an interesting snippet to your potential consumer to judge if this is the site that he wants to visit.
Why do Businesses require SEO to succeed?
Earning your site to be on the first page of search results is very important. HubSpot has reported that 75% of Internet users never go past the first page of search results. Another study by SEMrush shows that leading e-commerce websites have organic traffic accounts for the second major source of traffic at 32%, after direct traffic at more than 50%.
Another great attribute about SEO is that it is very possible to scale. Unlike paid advertising, SEO’s rewards are earned over time and should be seen as a long term strategy. It depends on the amount of work you put into it: the higher the amount of attention and effort, the greater your results and payoffs would be. When done right with time and commitment, the payoff could be enormous in terms of cost-efficiency. This is especially useful for companies with limited budget as SEO is the most cost-effective way to grow your business.
It is possible for SEO to be executed at an individual level especially when companies have limited budgets. If you are looking to scale your business, there are SEO professionals who dedicate their entire careers to find ways to rank first on search engines. Whether you are looking at implementing SEO efforts yourself or looking to hire a professional for full optimisation, the most important thing is to understand what organic search can bring to your business. Do check out our other posts to enrich yourself with knowledge about SEO today!