The way of doing business has changed. With the successful emergence of the internet age, the rules of running a successful business have upgraded to the extent that they seem to play a vital role in all of our lives.
No more of just having a good product or USP helps, now there’s so much more a business has to do on the internet for leads and conversions. This is where SEO or search engine optimization enters and plays an important role in growing a business.
According to Wikipedia – “ Search engine optimization (SEO) is the process of growing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.
SEO refers to the improvement of unpaid results (known as “natural” or “organic” results) and excludes direct traffic and the purchase of paid placement.”
To understand how SEO works, one needs to understand the technical side of a search engine. SEO helps in increasing the rank of your business websites in the search engines like Google, Yahoo, and bing, but how exactly does that happen is an important question you need to ask before starting up with SEO.
There are hundreds of business websites out there probably providing what you provide, so how does a website appear before other websites in the search result?
Any search engine goes through with an enormous process before delivering the search results. The process goes like:
- Firstly, the search engine uses the software crawler or spire to fetch the web pages linked to a website. This process is called Crawling.
- Secondly, assigning pages to relevant keywords in done, and this process is called indexing. Once, web pages are collected through crawling, all the information is indexed and stored in a database to retrieve it when required.
- Thirdly, when you type something in the search bar and click search, processing takes place wherein the search engine compares your words with those in the database formed by indexing, to give you a relevant result.
- Lastly, the best-matched website is displayed in the search result. This is known as retrieving results.
So, this is the process through which a search engine goes, in order to show the searcher relevant results. So, in order to appear in the search results that are relevant to your business, you need to have a strong SEO game.
In order to seem relevant, your content needs to be optimized with the right kind of keywords. Your business website needs to create content in abundance, and have this content be relevant to your business services.
You need to know what keywords would your target customers type in the search tab while looking for products/services that your business provides. Once you know the keywords relevant to your business, you need to inculcate those on your website.
SEO isn’t a one time work, a business needs to constantly create SEO friendly content in order to increase their rank in the organic search results.
When the SEO rank is high, many people would visit your website. You need to have clarity about what you want people to do once they’re on your website. It is important to have a clear call-to-action for your website, otherwise all that energy put into SEO is a waste.
SEO is like the word-of-mouth of the internet age, and hence investing in getting SEO experts for your business would be a good investment on the marketing side of the business.
SEO helps in growing a business in various ways, some of them are:
Improves Search Engine Result
As stressed upon already, SEO improves the search engine result and makes your website rank higher. For any business, big or small, having a website is crucial but it isn’t enough. If the website isn’t SEO-friendly, it won’t appear in the search engine result when someone looks for services your business offers. Search engine optimization helps your business grow, by increasing you rank and making you appear higher in the search engine results.
Increases Website Traffic
When your website is SEO-friendly it appears higher in the search engine result, and that gives the customer a chance to visit your website, hence increasing your website traffic.
When you appear in the search result, there are higher chances of people opening your website as it was shown first, and thus your website traffic sees the upward hill.
Increases Brand Awareness
With the help of SEO, a brand can increase its awareness and visibility in the market. A good brand is that which is relevant to their potential customer’s needs. With SEO, these potential customers can come in contact with the brand, and hence the brand awareness increases as a higher rank in search engine means more people looking at your business.
Increasing brand awareness especially for startups in very important, as they want to come in the eyes of people and not be lost in the crowd.
Increases Brand Credibility and Trust
Any business would wish to gain their customer’s trust. The customer is the king, and the king’s approval and trust are what a business needs to grow and succeed. Having credibility to your brand has a positive effect on your sales as well, and there are higher chances of gaining more customers through word-of-mouth.
How SEO helps with the trust and credibility of a brand? Most often, people think the first few results to their query in the search engine are good and trusted brands, this way if your SEO game is good and you appear in the firsts, your brand is sure to get the credibility and the badge of being good.
Results in High ROI
SEO is that part of a business that gives high ROI on the marketing budget than most other strategies. SEO has proven to work well for many businesses, and it is gives guaranteed results to the brand. Hence, it is often advised to invest in SEO regardless of what your business stands for as it works for everyone.
Get in More Leads
Time has gone when leads could be brought in only by telemarketing or salespersons, SEO is the new cold calling of the internet. As SEO results in bringing in website traffic, it also helps in converting this traffic into leads and then customers. It is clear that people who are actually interested in your product would be visiting your website, hence it is much easier to make these relevant people into customers.
Small and medium-sized businesses, especially those that own a local store or an e-commerce store are advised to use local SEO. Their target audiences are local and mostly mobile-users so using keywords that are more regional or city-based and targets the local audience, would give good results for the growth of the business.
This way, most leads are also converted into customers as local SEO’s help in showing up in the results of people looking to be customers.
Improved User Interface
Usually, people assume SEO is all about appearing in the search results but that’s not the case now. SEO also is the medium by which a website becomes more user-friendly by discarding unwanted information and customizing it with relevant content.
A website with good user interface is very helpful in growing the business, as people are attracted and would want to visit again.
Engaging with the Customers
SEO also helps business in getting a chance to engage with their audience by appearing in front of them. Engaging with audiences, taking their feedback and improving on their complaints is a good way for a business to grow, as the customer feels important for the brand and stays with it for long.
Engaging with the customer has always been a top priority for any successful business strategy.
Impacting the buying cycle is one thing that SEO prides upon. Usually, customers search for things they might want to buy, and with a higher rank on the search result, thanks to SEO, your business gets the chance of being one among 5 other websites to be the lucky store to shop from. Hence, Improved SEO helps in increasing the chances of customers buying from your website.
Lastly, after putting tons of efforts on a website in terms of SEO, the one thing any business would want is long-lasting results. Long term advantage is very crucial for any business, and SEO definitely promises that. SEO gives long-lasting results if done appropriately, relevantly, clearly and consistently.
SEO is very helpful in growing your business if you invest time and money in it. Hiring SEO experts for your business would be a great decision, as it plays a very vital role in the success of a brand. With benefits like increasing brand awareness, brand credibility, website traffic, and resulting in a range of customers with higher ROI and long-lasting results, SEO is proving to be the most concentrated part of business now.