December 3

What Does Search Engine Optimization Do For A Website?

Kyle Roof

If you want to do digital marketing properly, you have to do SEO. According to a recent study, nearly half of businesses with an online marketing strategy have allocated a considerable chunk of their budget to SEO — and that percentage is expected to grow even more as search engines grow their influence over the buying process.

So what does Search Engine Optimization do for a website, exactly? Well, the simplest answer to this question is that it helps you rank higher in search engine results pages (SERP) so that people can see you before your competitors. That alone can be good enough. After all, studies have shown that only a measly 0.78% of online users click on the second page of results.

However, that’s not all there is to SEO. In the long run, perfecting your SEO strategy and all those little onsite and offsite factors you tweak bring many other benefits. By investing in SEO, you’re achieving more than a presence on the first page. Here are just some of the many great things that SEO can do for your website.

SEO enhances your visitors’ user experience

There was a time when all you needed to do to rank first on SERPs was to cram all keywords on one page. But now things are different. Google takes into account over 200 factors when ranking pages and one of the known ones is user experience. If you want your website to have better SEO, you’ll have to tweak it to perfection and cover the basics: fast loading speed, user-friendly interface, and valuable, easy to read content. These help with SEO, of course, but more than that, they’re appreciated by users. When browsing your website offers a pleasant experience, people are more likely to spend more time on it, which lowers the bounce rate and they will become paying customers.

SEO prepares you for mobile visitors

People no longer search the Web from their desktop computers. In 2020, mobile has overtaken desktop as the main channel used to look for brands. Naturally, this also reflects on SEO. When optimizing your website, you need to make sure that it’s as easy to use by both desktop and mobile users, and successfully doing so can benefit your business. Improved mobile SEO gives you a competitive edge and prepares you to welcome all potential customers, no matter if they’re at home or on the go.

SEO brings you more qualified leads

According to recent data, SEO-generated leads have an average close rate of 14%, whereas the leads generated by outbound or cold calls have an average close rate of 1%. That’s because people you approach through cold calling didn’t look for your services specifically, and your call wasn’t relevant to them. Meanwhile, people who use search engines to look up keywords relevant to your niche are more interested, and they’re likelier to complete a purchase after clicking on the page you rank with. And that’s because you optimized your page to meet user internet!                                                                                                                                                                                                                                                             

SEO boosts your presence on the local market

If you have a local business such as a café, restaurant, brick-and-mortar store, or contracting business, you’ll have to optimize it for local keywords, which include your location and phrases such as “near me” and “in my area”. You’ll also get a Google My Business account, which will help local customers find you. But did you know that even if people don’t end up buying from you after finding you on Google, there’s a considerable chance they’ll visit you in store later on.

According to Google data, 46% of shoppers check a store’s inventory online before going to the store’s physical location, and a HubSpot study found that 81% of shoppers do their research online, and then they go to the store to make the purchase.

SEO builds your reputation and brand awareness

Last but not least, SEO consolidates your credibility and establishes your reputation as a leader in your industry. It achieves this in several ways. By seeing your website repeatedly in search engines, users become more familiar with your brand. So when they do need your services, they’re more likely to contact a brand they’ve come in contact with than a brand they’ve never heard of before. In addition, if they see you mentioned on high-authority websites and online magazines, they will trust your expertise.

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