While you always want to think outside the box and try new things when it comes to marketing strategies, you also don’t want to waste time and money. That’s why it’s important that you use approaches that are backed by research and evidence. Take search engine optimization, for example.
Search engine optimization (SEO) is a process that helps your site’s content rank high on search engines for relevant keywords. It can help you boost a variety of important digital marketing metrics, including organic traffic, conversion rates and engagement. However, does it actually work? The simple answer is: Yes, it does.
But don’t just take it from us, a business that uses SEO as our bread and butter for success. Let’s look at the evidence.
Research that backs the effectiveness of SEO
The first search engine dates all the way back to 1990, and the first use of the term “search engine optimization” was recorded seven years later. That just goes to show its staying power. Close to three decades later, it’s still one of the most popular marketing tools there is.
Search engine optimization has continued to be an effective marketing strategy for businesses because it’s impossible to deny the reliance we all have on search engines. Whether you’re looking for quick dinner recipes or an explanation for that weird rash on your leg, you probably turn to the internet without a second thought. As a business, you can use that dependency to your advantage.
SEO works to help businesses by showing the value that they can bring to potential customers through relevant searches. By appearing on a search engine results page (SERP), your brand’s website is able to be seen by a user who has a question or concern that can be addressed by your content.
Here are a few statistics and facts that prove the effectiveness of SEO:
- Of all marketing channels, nearly 50% of marketers in a Twitter poll reported that SEO has the highest return on investment (ROI).
- Approximately 57% of business-to-business (B2B) markets report SEO as the most effective digital marketing approach.
- Moving up on the first search engine results page — even just one rank — can increase your click-through rate by nearly 3%.
What to consider when creating an effective SEO strategy
While SEO is an overall effective process, getting the best results possible comes from having the right strategy.
The goal for SEO is relatively simple: Get your website or content to rank as high as possible on SERPs for targeted keywords for increased traffic. The first organic result on Google has a 28.5% click-through rate (CTR), with the second result having a CTR of 18%.
Here are a few things that should be included in an SEO strategy that will help boost your metrics and move your bottom line:
- Run a technical audit — Not only is your website one of the main ways that people convert to customers, but it also plays a role in how high your site ranks on SERPs. Be sure to run a technical audit on your site to check on aspects like page loading speed, user experience and potential broken links. Algorithms tend not to prioritize sites that don’t run efficiently or may be difficult to use.
- Look at local keywords — Keyword research is essential to creating successful content that brings traffic and conversions. Additionally, focusing on local keywords can help you stand out from the more general content. By looking at what people in your area are searching for, you can determine the problems they’re trying to solve, connect them to your business, and, if you have a brick-and-mortar building, potentially get their foot in the door. These keywords often include specific cities or “near me.”
- Include backlinks in content — There are many factors to consider in content creation that often come as standard expectations, such as high quality, engaging and relevant. However, not many people recognize the importance of backlinks in SEO. A backlink means that your content was linked by another source. By building a network of backlinks, you can boost your authority and credibility in the space.
Want to attract new visitors to your website with effective SEO? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
