Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers.
In this guide, we review the Benefits Of Search Engine Optimization Marketing, search engine optimization marketing strategy, importance of search engine in business, and What is SEO and limitations of SEO?
Benefits Of Search Engine Optimization Marketing
Search engine optimization (SEO) is one of the most effective ways to market your business online. It gives you a presence on the internet that draws potential customers and helps you stay visible long after other types of marketing have faded away. If done right, SEO will increase traffic to your website over time, which leads to more conversions. With this type of marketing in place, it’s much easier for businesses to grow their customer base and increase sales year after year!
A solid marketing strategy can help you stand out from the crowd in a very crowded space.
You can’t expect to make any headway in a crowded marketplace when you don’t have an effective marketing strategy. SEO, or search engine optimization, is one of the best ways to stand out from the crowd and reach new customers. With SEO, you can increase your site’s ranking with Google and other major search engines—which means more people will see it and visit it.
Plus, there’s no cost for visitors who click on your site via organic (or unpaid) traffic. That’s great news for businesses that are just starting out and don’t have a lot of money to spend on paid advertising campaigns. In fact, according to HubSpot’s 2018 State Of Inbound Report , SEO has the highest return on investment (ROI) compared to all other digital channels.*
Search engine optimization is a great way to increase your visibility on the web.
Search engine optimization is a great way to increase your visibility on the web.
With search engine optimization marketing, you can get more traffic to your website and drive sales. When people see your website in search results, they’re going to click through and visit it. They may also share it with others or bookmark it for later reference. As long as you have good content on your site that answers their questions, they will keep coming back for more information about whatever topics interest them most!
SEO revenue is around $65 billion yearly, which makes it one of the biggest revenue streams for digital marketing.
As you probably know, search engines like Google are used by billions of people around the world to find everything from restaurants and hotels to information about a specific product or service.
If you run a business on the web, then there’s no question that you need SEO marketing to help your website rank highly in search engine results. With so many people relying on these results for information and purchase decisions, it can be difficult for your business not to get noticed if you invest in SEO services.
Accordingly, SEO revenue is around $65 billion yearly, which makes it one of the biggest revenue streams for digital marketing.
Ranking high on Google search results can help you reach new customers and retain them using a variety of content formats.
Ranking high on Google search results can help you reach new customers and retain them using a variety of content formats. Content marketing, social media marketing, email marketing and other strategies are effective ways of reaching your target audience.
Examples of content formats that are used in SEO include:
- Blog posts
- Landing pages: these can be designed to convert visitors into leads or sales.
- White papers: these are useful for creating awareness about your brand or product among prospects who may not be ready to buy yet.
SEO offers higher value than other marketing initiatives such as pay-per-click advertising because it increases the visibility of a website over time.
Search engine optimization is an ongoing process, one that offers value to your business over time. While it’s true that SEO can help your business increase its visibility in the short-term, it’s important to keep in mind that SEO is a long-term strategy. You should expect it will take months—if not years—for you to see a noticeable impact on your website’s organic search results.
In addition to increasing visibility over time, search engine optimization also provides benefits such as building brand awareness and reaching new customers. These two things are invaluable for any business looking to expand their customer base and grow their sales numbers.
SEO increases website traffic, which in turn increases the number of people who buy your products or services.
The more people who visit your website, the more revenue you will generate. The best way to increase the number of visitors to your site is through SEO marketing. When done correctly, SEO marketing can result in a significant increase in traffic and conversions. In turn, this means higher profits for your company!
SEO can help a business grow their following on social media platforms like Twitter and Facebook by increasing web traffic and creating a forum for social interaction and engagement.
Social media is an excellent way to connect with customers and build relationships. It also allows you to get customer feedback, improve products, build brand awareness and grow your business.
SEO offers a better return on investment than almost any other marketing initiative because it reaches people who are already looking for solutions to problems they have.
Search engine optimization is a long-term strategy that can help you build a strong reputation. SEO offers a better return on investment than almost any other marketing initiative because it reaches people who are already looking for solutions to problems they have.
If you’re thinking about how to market your company online, search engine optimization could be the right choice.
Search engine optimization offers high value at low cost compared to other types of marketing.
Search engine optimization offers high value at low cost compared to other types of marketing. If you’re just starting out, or if you’ve been in business for awhile and are looking for ways to scale your business and grow your audience, search engine optimization is a great way to get noticed by more people. And it’s an even better way to target potential customers who are interested in what you offer.
As more people find your website through search engines like Google, Bing, Yahoo! and others, they will be able to find exactly what they’re looking for without having to dig through tons of irrelevant information like they would on social media sites or even paid advertising platforms like Facebook Ads or Google AdWords. This saves them time which means that there will be less friction between them finding the exact thing they want (which makes them happy) and then taking action on whatever it is that needs doing next (which helps you make money).
search engine optimization marketing strategy
Your company is redoing its website and you’re in charge of the content. Pretty exciting, right? Then your boss tells you you’re responsible for search engine optimization (SEO), too. Suddenly, the project doesn’t seem quite so exciting anymore. You’re not a SEO guru. You don’t have years of experience with SEO. The panic sets in.
Hold on! Believe it or not, whether you’re taking over, improving, or just starting your SEO strategy, the basics of SEO aren’t that hard. In fact, they’re mostly just common sense. I’m not trying to take anything away from the rock stars who have made a career around SEO expertise. We need those folks. Their expertise is incredibly valuable because there is a lot of science to SEO, and it is constantly changing as search engines like Google continue to update their algorithms.
What I’m saying is that you don’t have to have a master’s degree in SEO to ensure your website is well positioned for organic search engine traffic. Check out these seven simple ways to build a strong SEO strategy:
1. Know Your Keywords
First things first. You can’t do much without knowing what keywords your target market is using to find solutions to their problems that your company solves. This requires a little research. Step inside the shoes of the potential customer of your product or service. How would you find solutions to your problem? What would you search for in your search engine? For example, if you sell organic dog food, your potential customer is probably concerned about her dog’s health. Maybe her dog has food allergies and she’s concerned about the chemicals and byproduct in most dog foods. Start searching. What sites pop up? Look at the words used in those snippets.
In my “dog has food allergies” query above, words like “sensitivities,” “natural,” and “balanced” show up. Don’t forget to think about related words, like synonyms (thesaurus.com can be your best friend) and groups of words. Back to our dog with food allergies search. You could consider key word phrases such as “food sensitivities,” “all natural diet,” “complete balanced nourishment,” and “only natural ingredients.”
2. Write High Quality Content (Naturally)
The key here is to use your marketing spidey sense and create engaging content that is valuable to your target market. Valuable content includes content that answers the questions that your buyers have, provides them with insights they can use, and educates them so they can be better at what they do. Within the great content you’re creating, remember to use appropriate keywords naturally. Don’t try to stuff your pages (i.e. adding keyword terms over and over again in your content, in your meta tags, in your Alt descriptions, etc) in an attempt inflate your site’s ranking. It won’t help your search ranking (in fact, it could hurt it). If search engines catch you (and they will because their bots are super smart!), they can penalize your site by lowering your ranking or completely removing your site from their index. Plus, it won’t impress your website visitors. Who wants to read the same words over and over: “Are you looking for organic dog food? If you’re looking for organic dog food, look no further. Our organic dog food website is the best place to order your organic dog food.” Keep it real—you’re writing for a person.
3. Use Keywords in Your Website Page URLs
Be sure you don’t overlook your page URLs because they’re important for your SEO. This is where your keyword research comes in handy. For example, if a page talks about your solar financing product, then the URL for that page should be products/solar-financing. Focus on the most common and most searched appropriate keywords. If you are trying to decide between “solar financing” and “solar leasing,” choose the one with the highest search ranking.
There are a couple quick and easy (and free) ways to check search ranking. One is to use Google AdWords Keyword Planner. Simply enter your keywords to get an idea of how popular they have been historically in terms of search volume. You can also use Google Trends, which is a truly fun site to explore. Compare different keywords to see a quick graphical comparison of interest over time.
4. Don’t Overlook Page Titles
It’s critical to create engaging and interesting titles for your web pages. Be sure they grab your target market. If they don’t, people are not going read all the great content below. I find that answering “What’s in it for me?” for my visitors helps me focus on what to highlight. Ask yourself: What’s the benefit they will get from the content on this page and why should they care? Once you have that nailed, shorten your title, use strong words, and make it sexy (try a little alliteration for fun). As you’re creating these attention-grabbing headlines, ensure your keyword is in the headline (the H1) and/or the subhead (the H2). Using the solar financing example above, your H1 might be “Solar Financing Made Easy.”
5. Review Every Page for Additional Keyword Placement
Now that you’ve created high quality content that your target market needs (and wants) and have attention-grabbing headlines to engage them and encourage them to read further, go back and review everything you wrote. In your review, look for additional places where you can naturally place keywords. Can you switch a sentence around to include a keyword? For example, on a page about marketing automation, “Identify the best customers and convert more” could be changed to “Marketing automation helps you identify the best customers and convert more.” Also, consider whether you can create a keyword phrase by adding a word in front of a keyword? If I have a sentence talking about “marketing campaigns” and “marketing automation” is a keyword for my page, I would add “automated” to “marketing campaigns.” Do several review passes. You may be surprised at what opportunities you miss the first, and even the second time, around.
6. Improve User Experience
This is beyond website content, but good user experience is becoming more and more important in strong SEO rankings. According to Robert Berris in his blog Three UX Principles That Help Your Website Do Its Job Right, “During the last two years, Google has evolved to place much higher emphasis on sites that deliver quality user experiences across platforms and devices. Though traditional ranking factors are still king, search engine optimization is increasingly becoming user optimization.” So, work with your web developers to be sure that your website is easy and intuitive to navigate and that each link works and takes your visitors to the next bit of information they’re looking for.
7. Hire an Expert
As I said earlier, basic SEO is mostly common sense. However, if you can afford it, it is wise to hire a SEO expert to ensure your site is truly optimized. A SEO consultant or agency can audit your site and look at how it is performing against your most important keywords. They will provide you with a prioritized list of action items to help you take your site to the next level.
Here’s the great news: You don’t have to have to be a SEO wizard to make sure your website is well positioned for organic search engine traffic. Simply use your common sense and the seven simple tips outlined above.
importance of search engine in business
I once read that the average person living in a modern industrialized society is exposed to as many different pieces of information in a single day as a person living 100 years ago would have seen in a year. This includes everything from advertisements, newspaper headlines, websites, text messages, traffic signs to T-shirt slogans. The list goes on and on. It’s hardly surprising that attention spans are getting shorter and that the majority of people believe themselves to be busier than ever.
With this information overload, it is next to impossible to remember everything — recalling names, dates, figures, phone numbers, email addresses and all the corporate and client information — to do business effectively. That’s why we use tools to do the remembering and information retrieval for us. My company uses Salesforce.com to handle the bulk of our customer relationship management information. I use Microsoft Outlook to manage my email. When I want to find a product, service or piece of information online, I use a search engine.
I’m not alone in using search engines. Far from it. In the month of March 2006 alone, there were 6.4 billion searches. Assuming each user looks at an average of two search results pages, each of which displays 10 search results, that gives an average of 128 billion search results shown to Internet users in a single month. Search engines are ubiquitous and so accepted in contemporary culture that the word “Google” now appears in the dictionary as a verb (as in “to Google something”).
Search engines essentially act as filters for the wealth of information available on the internet. They allow users to quickly and easily find information that is of genuine interest or value, without the need to wade through numerous irrelevant web pages. There is a lot of filtering to do – three years ago in 2004 the number of pages in Google’s index exceeded the number of people on the planet, reaching a staggering figure of more than 8 billion. With that much content out there, the internet would be essentially unworkable without search engines, and internet users would drown in a sea of irrelevant information and shrill marketing messages.
Search engines provide users with search results that lead to relevant information on high-quality websites. The operative word here is “relevant”. To attain and retain market share in online searches, search engines need to make sure they deliver results that are relevant to their users’ searches. They do this by maintaining databases of web pages, which they develop by using automated programs known as “spiders” or “robots” to collect information. Search engines use complex algorithms to assess websites and web pages and assign them a ranking for relevant search phrases. These algorithms are jealously guarded and frequently updated. Google looks at more than 200 different metrics when assessing websites, including copy, in-bound links, website usability and information architecture.
What this means is that search engines provide users with the information they are looking for, and not necessarily the information that marketers would like them to see. Type the name of a major brand into Google, and you will most probably be served a wide range of search results that include not only the brand’s official website, but other websites, consumer review sites, blogs, online articles on Web 2.0 sites and press releases on news syndication channels. Of course, not all searches are for brand names. The majority of searches are for non-brand key phrases – for example, “Hong Kong luxury hotel” rather than “The Peninsula Hong Kong”. With key phrases that are service or product-specific rather than brand-specific, results pages will also include many competitors, which makes acquiring a prominent position at the top of the page even more crucial.
There are two major ways to ensure a website appears in a prominent location on the major search engines for relevant key phrases: paid search (also known as pay per click or PPC) and organic Search Engine Optimization (SEO). Of the two, organic SEO tends to yield the best long-term results and the optimum return on investment, for the simple reason that internet users are four times as likely to click an organic search result as they are a PPC ad on the same results page. In a September 2006 poll by MarketingSherpa, 68.7% of marketers in the US identified SEO as yielding the best return on investment for product marketing. I will discuss paid and organic search in much more depth in a separate article. It is enough here to state that companies doing business or marketing online should look at striking a healthy balance between both techniques to make the most of the potential of marketing through major search engines.
Search engines matter because they increasingly determine the information about brands, products and services that customers access online. Being easy to find on Google, Yahoo and MSN is now as much of a marketing necessity as having a strong presence in print and broadcast media, or an effective traditional direct marketing program. And as consumers and organizations come to rely more heavily on search engines to find the goods, services and suppliers they need, the importance of search engines to modern businesses will only increase.
What is SEO and limitations of SEO
Online searchers typically tend to visit sites that fulfills their search intent and ranks higher on the search engine results page (SERPs), as they see those website to be more relevant to their inquiry. In the event that you have ever asked why some of these sites rank higher than the others, then you should realize that it is a result of a capable web marketing procedure called Search Engine Optimization (SEO). Web optimization is a strategy in which search engines find and rank your webpage higher than the large number of different webpages in light of a search inquiry.
Research by Oxford Economics for Virgin Media Business claims the UK economy could receive a £92bn boost if firms fully develop their digital potential. It says UK companies will add more than one million new jobs over the next two years by improving their digital capabilities.(Hemsley Steve 2015)
Benefits and Advantages of Search Engine Optimization (SEO)
Search engine optimization is critical if you want to build long-term brand awareness, expand your target audiences, and earn more revenue. SEO has numerous advantages for websites and can result in long-term exponential growth. Brands that invest in SEO can gain credibility and trust from their audiences, making it an essential component of their digital marketing strategy. Through onsite changes, the goal of SEO is to increase the quality and quantity of traffic to your website. This does not imply simply stuffing pages with relevant keywords, but rather focusing on core web vitals such as site speed, mobile friendliness, interactivity, web page content, and link building. Let’s look at the significant benefits of SEO for your business
Continuous Flow of Free and Targeted Traffic
Free, it might be said that you truly don’t pay for activity and movement era specifically in a similar way that individuals do when utilizing paid promoting channels like PPC publicizing by means of Google Ads. Your cost will altogether diminish on the off chance that you play out all other SEO exercises like third party referencing and era. With Analytics, reporting, conversion optimization and keyword research tools, you’ll see a clear cut increase in traffic.
This is a definite way to maximize your business efforts. SEO will give you results and as soon as you start your SEO efforts, traffic will increase at a steady rate. Using tools to track traffic to your site you can clearly watch as more people visit your site and sales go through the roof.
‘It is assessed that there were most likely more than 2.2 trillion searches made in Google search engine for the entire year of 2013. That is approximately 5,922,000,000 searches made every day.’
SEO spur your business growth and give you higher ROI than normal ads
The Internet is a super huge place and the way to business survival in this commercial center is to secure a decent online nearness with your sites and other social channels. SEO have the ability of permitting your business expanded growth to up to 59% of purchasers who are utilizing the search engines like Google to search for a nearby brand or business. It’s why SEO has been likened to investing in real estate – the returns can be truly stupendous when you get it right. (Six SEO Rules )
When you get 1000 clicks from SEO, 4% of those visitors will convert into a sale, leading to a better return on investment.
This higher conversion rate is just another one of the benefits of SEO that cannot be matched by any other form of marketing mix. (Internet Creation)
Gives a higher brand integrity
Individuals assume that getting in the top of Google’s search results page , by doing SEO, will turn your site into THE brand name. You’re the person the contenders need to beat. The further back you are in rankings on Google the more individuals are suspicious about your site. Advertisements can regularly be viewed as irritating and many individuals have promotion blockers introduced on their programs. Longer articles, between 1,200 to 1,500 words, perform better in search, on average.
Martin Laetsch says. “It’s significantly different than it was two or three years ago, when 300 words was a pretty long page. Longer articles are getting more traffic, and they’re ranking higher in SEO, especially for competitive terms. The changes that Google is making, and the reason they’re making these changes, is to make sure they’re sending traffic to pages that delight humans.”
You’ll have access to data and the results will be ever-lasting
What information you may inquire? You get client information. You can find new items to grow to by taking a glance at catchphrase information and seeing what individuals are searching the most for. Client information is to a great degree significant in this business and is not that rare with the correct apparatuses. Controlling it further bolstering your good fortune can be exponentially gainful for your business. Dissimilar to ads the effects of SEO are perpetual. They don’t all of a sudden stop on the off chance that you quit paying for them.
Creates new avenues for small businesses
The World Wide Web is clearly one of fastest incipient markets in World economy yet it is not the unattended one. A prosperous SEO course will boost you find new markets and unravel dressy economies. Social electronic broadcasting platforms and aerial marketplaces can bring in your barter levels to a whole new stage by boosting SEO performance for your small business.
A webpage with high rankings will also get preferably social media exposure. The liaison between SEO and social media is by-directional. Social media popularity is profitable for SEO purposes and SEO brings in a superior way social media visibility.
So, here are the SEO benefits in a nutshell:
Disadvantages of Search Engine Optimization (SEO)
Is it possible that SEO has drawbacks? It turns out that there are! When you have a solid SEO strategy in place, your website will appear on top of other search results when you conduct a Google search.
It all sounds great: create great content, rank well, and receive free traffic for the foreseeable future. But are there any disadvantages to search engine optimization? There are some downsides to SEO that you should be aware of:
Presumably the most recognizable downside in utilizing SEO for business is the moderate time period for producing desired outcomes from each of your endeavors. The procedure include getting your substance filed via search engines which could take a few hours, days or even weeks. In the event that you need quick outcomes from your battle, then SEO may not be a decent course for you. Your results may not be consistent as how you want or expect it to be. Google algorithm changes very frequent, thus results are not consistent as you do your search.
Long wait to get return on investment ROI
It requires a long time to produce tangible results from your SEO endeavors, it is likely that you require a long investment to accomplish a decent Return of Investment (ROI) from every one of your endeavors. This may not be good for independent companies that requirements generous incomes in the short term, which they will use as spinning asset to maintain their proceeded with operations. Well, return on investment is crucial in order to determine outcomes on investments. You can calculate your expected profit or loss of your assets with the assistance of a free online ROI calculator.
To be competitive, it requires a lot of investment
Unless you do everything in your SEO crusade like pulling in backlinks and delivering , SEO truly is not a thoroughly “free” advanced showcasing apparatus. You may probably wind up requesting and employing outside assistance to manufacture every single natural connection and other SEO showcasing exercises in the event that you truly need to create generous outcomes from all you’re advertising endeavors. This is especially more genuine in the event that you are working and showcasing in an exceptionally aggressive specialty. Sometimes competitors or affiliates may use less ethical black hat techniques, thereby putting you at a big disadvantage. (Marketing Hog)
There’s no assurance that it will work for sure
Arriving on the first of Search Engine Results Pages will be a standout amongst the most vital objectives you ought to want to accomplish with your SEO. For arriving on the principal page is truly what makes a difference in search comes about, as 75% of search clients will probably never look past this first page and negligence the rest. Web optimization gives no quick assurance that you will arrive in the primary pages of search results utilizing the catch phrases you are focusing for.
Left at the mercy of an algorithm
Nobody truly knows the genuine intricate details of Google’s algorithm. What you think matters in search rankings (and what alleged masters are recommending) may convey comes about that are inverse from what you are anticipating. Just Google knows thus just Google has full control. You have no control of how much activity you will produce and what kind of movement you will get from all your SEO endeavors’. It’s very surprising from paid showcasing where you will get comes about proportionate with what you paid for. Consequently, the biggest disadvantage of SEO is lack of control. You are at the mercy of the algorithm.
You can be penalized
Google is always unpredictable with updates like Panda, Penguin, Hummingbird, Fred. Numerous effort put by a search engine optimizer to achieve a first page results may literally be ruined overnight because of being penalized from what this algorithm changes require. This is very heart breaking for a marketer to see all your efforts are clean swept and you are left with no clue as what exactly happened and you have to start everything from scratch once more to regain everything.
So, here are the SEO drawbacks in a nutshell:
SEO software tools practicing black hat may increase your website rank quickly, but once your site is detected for malicious activity, a complete downfall will occur — removal from search engine list, fall of rank, and blocking of ad serving networks.