More and more we see new businesses fail within their first year of establishment. On top of that the success rate drops even lower for these businesses by the fifth year mark. The way we market our business has changed dramatically with the introduction of the digital age.
As our technology and services have become digital so must our marketing efforts. Search engine optimisation is a digital marketing technique that while may be the most difficult can yield the best results.
What is SEO?
In lay-man’s terms SEO refers to the ranking that your website has on search engines. Google and Bing are examples where they have algorithms that crawl the data on all the websites and analyses them and creates a ranking for all of them.
Different factors are assessed when assigning your website a ranking. Although Google keeps it all top secret, digital marketers have been able to assess what strategies when implemented correctly can improve your ranking.
- Website optimisation
- Content creation
- On-page and off-page factors
- Inbound links
- Increasing credibility
How does it help?
If your small business utilises SEO effectively, you could be rewarded with numerous different benefits that will help your business operations in the long run.
A big thing that your efforts should be focussed on is creating a user friendly website that is optimised effectively. This includes making sure the response speed of your website is fast, the setup and structure is easy to follow.
Optimisation of your website isn’t just about making sure that it improves your ranking. It will also increase the user experience. If people like the design and feel of your website you are more likely to retain them as a customer or converting them into a sale.
Having high quality content on your website also is a way to have a higher conversion rate from your visitors. Blog posts also allow for your own internal links that connect to other blog posts , therefore,increasing your SEO within your own website.
Divert more traffic to your website
The main reason for your website to be at the top of the search engine is to ultimately get more traffic to visit your website. By having an optimised website you can grant yourself up to twice as many visitors.
But by utilising search engine optimisation effectively you can divert targeted traffic to your website. This can lead to higher conversion rates and eventually more customers who frequent search engines.
Build brand awareness
A problem for a lot of small businesses and start-ups is that they lack brand awareness. Having a higher ranking and filling up the SERPs (search engine results page) will lead to more consumers knowing about your brand and in turn increasing your brand awareness.
The results page acts as a measure of trust. The more results you have on the front page, the more likely a potential customer is to trust your website and business. For this reason is what makes SEO the most effective digital marketing tool.
Gain a competitive edge
If your competitors have put in the effort required to optimise their website and content it’s most likely that they have a greater control of the market than you do.
If your competitors haven’t utilised it effectively you could gain a leading edge. Make sure that your brand is familiar across all platforms of social media. When they build up a following and have their own rankings they will take up results on the SERP denying your competitors of potential slots.
Creating trust with your user base is the most important part about digital marketing. Trust leads to more visitors, more traffic and then more sales.