Search Engine Optimization
Each day hundreds of new websites are added to the internet, making it virtually impossible for a business to stand out from the crowd. Through the 1970s, 80s, and 90s, traditional methods of advertising such as TV commercials, radio announcements and print ads in the newspapers were all that were needed to attract new customers. Competition was low and restricted to the town or city the business was located in, which meant it was easier to get noticed and advertising costs were much lower.
The situation is very different today, and while most of the traditional methods of advertising still work, gaining traction on the internet has become of paramount importance for businesses around the world. Today, businesses have to spend a lot of money for advertising their products and services online, owing largely to the huge number of businesses trying to woo the same customer base. This is where SEO can play a crucial role in helping a business get noticed on the internet while reducing their ad spends significantly.
So, what is SEO?
SEO or Search Engine Optimization is the process used to optimize a website to make it rank higher, in major search engines like Google, Yahoo and Bing.
Now, let’s take a look at some of the ways in which businesses can use this to their advantage.
SEO can help reduce advertising costs
Although not completely, ranking high in search engines for certain keywords eliminates the need to further spend money on advertising for those search terms. Businesses may need to spend money to optimize their websites initially, but once a site ranks high for a certain keyword, costs of maintaining the rank is significantly lower and is negligible compared to the advertising costs that’ll only keep increasing year-on-year.
SEO increases traffic to a website
The top few positions in a search engine get most of the traffic and impressions, hence ranking high could mean a significant increase in targeted visitors to the site. Also, an SEO campaign which optimizes title tags and descriptions can further increase the number of people clicking through to the website.
SEO has a better ROI than online advertisements
Results of an SEO campaign can be tracked easily. This gives businesses a chance to measure an increase in rank, traffic and conversion rates and hence calculate their return on investment. Effective campaigns have the ability to bring quality traffic to a website, and the lower cost of maintaining a rank and better quality of visitors means greater ROI, or return on investment, as compared to advertisements. Moreover, SEO also offers greater transparency of what’s working for the business and what’s not. For example, businesses can use tools like Google Analytics to further understand the effects of their campaign, vital information like the geographical location of the user, the amount of time he spent on the site and which keyword was used to reach the site can all add amazing insights to retaining and acquiring new customers.
SEO can help in brand building
Due to the fact that major search engines now virtually control all the traffic on the internet, ranking high means more impressions, which in turn means greater exposure for your business. Ranking high also helps users associate your product or service with the keyword that was searched for and lastly, ranking high for a certain search term also makes the website seems more trustworthy to its customers.
SEO is goal oriented
An effective strategy is built so that a certain objective is met. Keywords for meeting this objective are identified and the website is optimized accordingly. So when a website ranks high for a certain keyword, it translates into more buying customers and a higher rate of conversion.
It’s not surprising that more and more businesses are turning to SEO every day. It is a cost effective solution and a good SEO campaign has a longer lasting positive effect on a website. Without a doubt, SEO is the best method that can be used by any business to gain new visitors.
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