1. The majority of the time, organic search is the main source of website trafficOrganic search plays a significant role in how well most organizations’ websites perform and is essential to the user journey that leads to conversion or engagement. Marketers are aware that Google controls a much higher share of the search industry than rivals Yahoo, Bing, Baidu, Yandex, DuckDuckGo, and a plethora of other companies. Nevertheless, it’s a clear-cut leader, and thus its guidelines are important to follow. But the remaining part of the market owned by other engines is valuable to brands, too. This is especially true for brands in niche verticals where voice, visual and vertical search engines play an essential role. Google, being the most visited website in the world (and specifically in the United States), also happens to be the most popular email provider globally with more than 1 billion users. YouTube is the second biggest search engine and over 2 billion people access it at least once a month. We know that a clear majority of the world with access to the internet is visiting Google at least once a day to get information.
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2. SEO Builds Trust & CredibilityThe goal of any experienced SEO is to establish a strong foundation for a beautiful website with a clean, effective user experience that is easily discoverable in search, thanks to the trust and credibility of the brand and its digital properties. Many elements go into establishing authority regarding search engines like Google. In addition to the factors mentioned above, authority is accrued over time as a result of aspects like:
- Natural links.
- Positive user behavior.
- Machine-learning signals.
- Optimized on-page elements and content.
3. SEO is the Best Way to Understand the Voice of the ConsumerFrom understanding macro market shifts to understanding consumer intent in granular detail, SEO tells us what customers want and need.
- Search query data.
- SERP analysis.
- Analytics data and AI insights.
4. Good SEO Also Means a Better User ExperienceUser experience has become every marketer’s number one priority. Everyone wants better organic rankings and maximum visibility. However, few realize that optimal user experience is a big part of getting there.
5. Local SEO Means Increased Engagement, Traffic & ConversionsWith the rise and growing domination of mobile traffic, local search has become a fundamental part of small- and medium-sized businesses’ success. Local SEO aims at optimizing your digital properties for a specific vicinity, so people can find you quickly and easily, putting them one step closer to a transaction. Local optimizations focus on specific neighborhoods, towns, cities, regions, and even states to establish a viable medium for a brand’s messaging on a local level. SEO pros do this by optimizing the brand’s website and its content, including local citations and backlinks, as well as regional listings relevant to the location and business sector a brand belongs to. To promote engagement locally, SEO pros should optimize a brand’s Knowledge Graph panel, its Google My Business listing, and its social media profiles as a start. There should also be a strong emphasis on user reviews on Google, as well as other reviews sites like Yelp, Home Advisor, and Angie’s List (among others), depending on the industry.
6. SEO Impacts the Buying CycleResearch is becoming a critical element of SEO, and the importance of real-time research is growing. Using SEO tactics to relay your messaging for good deals, ground-breaking products and services, and the importance and dependability of what you offer customers will be a game-changer. It will also undoubtedly positively impact the buying cycle when done right. Brands must be visible in the places people need them for a worthy connection to be made. Local SEO enhances that visibility and lets potential customers find the answers and the businesses providing those answers.
7. SEO is Constantly Improving and Best Practices are Always Being UpdatedIt’s great to have SEO tactics implemented on a brand’s website and across its digital properties. Still, if it’s a short-term engagement (budget constraints, etc.) and the site isn’t re-evaluated consistently over time, it will reach a threshold where it can no longer improve because of other hindrances. The way the search world evolves (basically at the discretion of Google) requires constant monitoring for changes to stay ahead of the competition and, hopefully, on Page 1. Being proactive and monitoring for significant algorithm changes is always going to benefit the brands doing so. We know Google makes thousands of algorithm changes a year. Fall too far behind, and it will be tough to come back. SEO pros help to ensure that is avoided.
8. Understanding SEO Helps You Understand the Environment of the WebWith the always-changing environment that is the World Wide Web, it can be a challenge to stay on top of the changes as they take place.
9. SEO is Relatively Cheap and Very Cost-EffectiveSure, it costs money. But all the best things do, right? SEO is relatively inexpensive in the grand scheme of things, and the payoff will most likely be considerable in terms of a brand’s benefit to the bottom line. This isn’t a marketing cost; this is an actual business investment. Exemplary SEO implementation will hold water for years to come. And, like most things in life, it will only be better with the more attention (and investment) it gets.
10. SEO is PRSEO helps build long-term equity for your brand. A good ranking and a favorable placement help elevate your brand’s profile. People search for news and related items, and having a good SEO and PR strategy means your brand will be seen. Having a good user experience on your website means your messages will be heard, and your products or service sell. SEO is no longer a siloed channel, so integrating with content and PR helps with brand reach and awareness alongside other results.
11. It’s a Long-Term StrategySEO can (and hopefully does) have a noticeable impact within the first year of action being taken, and many of those actions will have an effect that lasts more than several years. As the market evolves, yes, it’s best to follow the trends and changes closely. But even a site that hasn’t had a boatload of intense SEO recommendations implemented will improve from basic SEO best practices being employed on an honest website with a decent user experience. And the more SEO time, effort, and budget committed to it, the better and longer a website stands to be a worthy contender in its market.
12. It’s QuantifiableSEO is quantifiable. While SEO doesn’t offer the same easy-to-calculate ROI as paid search, you can measure almost anything with proper tracking and analytics. The big problem is trying to connect the dots on the back end since there is no definitive way to understand the correlation between all actions.
13. SEO Brings New Opportunities to LightHigh-quality SEO will always find a means of discovering and leveraging new opportunities for brands not just to be discovered but to shine.
14. If You’re Not on Page One, You’re Not Winning the Click – Especially With Zero-Click ResultsSEO is becoming a zero-sum game as zero-click SERP show the answer directly at the top of a Google search result.
- Zero-click results win.
- If you’re not on Page 1, you need to be.
- There are still too many instances when a user types a search query and can’t find exactly what it’s looking for.