Organic search, as a source of highly targeted traffic, is one of many viable online marketing channels. And while SEO is not a cure-all for businesses, but Better SEO Results it can fit into a company’s overall business strategy in several critical ways.
Be Visible for Better SEO Results
Many consumers assume that top placement in search engines is like a stamp of approval on a brand. Surely a company could not rank highly in search results if it were not one of the best in its field, right?
If you are an experienced search engine user, you probably recognize that the preceding statement is not always true. However, the fact is that many consumers, and even sophisticated web searchers, interpret high search rankings as an implicit brand endorsement.
Therefore, for critical brand terms, an SEO strategy should be geared toward increasing organic search exposure for branded keywords. In addition to targeting brand terms, you will want to rank well for non-branded search terms that are specific to your core business (a highly competitive, but highly rewarding, branding effort). When searchers see you ranking highly on these types of search terms, they will associate your brand with the product or service and assume you are one of the best places to purchase from. The list of situations where the brand can also limit the SEO strategy is quite long, and the opposite can happen too, where the nature of the brand makes a particular SEO strategy pretty compelling. Ultimately, your goal is to dovetail SEO efforts with branding as seamlessly as possible.
Get the Traffic for Better SEO Results
Long gone are the days of a “build it and they will come” paradigm online. Today’s search environment is highly competitive, and you need great SEO to capture targeted, high-quality traffic to your site.
While a business that engages with many of its customers through offline channels can drive traffic by telling those customers to visit its website, SEO fills the different, more critical role of bringing new prospects to your website from an audience of people who might not otherwise have been interested in, or perhaps even aware of, your business at all.
Experienced SEO professionals understand that users search for products, services, and information using an extraordinarily wide variety of search queries and query types. Developing an SEO strategy involves performing extensive keyword research to determine which search queries people actually use. For example, when interested in purchasing a fuel-efficient car, a searcher might type in hybrid efficient cars. In this instance, the search marketing manager for a manufacturer of electric cars might be interested in search exposure for this traffic, even though technically, electric cars was not in the original search query. Some users may not even know that a company specializing in a specific type of product exists until they perform that search. Or, if they have at one time learned about such a manufacturer, they might not remember enough about it to seek out the manufacturer’s website directly.
Capturing that traffic could provide the manufacturer with incremental sales of its electric vehicles that it probably would not have gotten otherwise. Knowing these factors, the SEO process involves developing a site architecture strategy and a content development/editorial strategy to help the site’s pages achieve competitive search engine exposure for a broad range of potentially relevant terms.
High Return on Investment, Better SEO Results
Increasing online visibility and driving targeted traffic are the first steps to success with SEO. The next step is measuring the performance of that traffic to determine whether the overall website and business objectives are being achieved. This is an ongoing, iterative process that will always accompany all marketing efforts, and SEO is no exception. For most organizations, goals are defined as generating sales, leads, or advertising revenue. For others, goals may include promoting a particular message; consuming, sharing, or perhaps creating specific types of content; or gaining simple sign ups for a newsletter. An important component of SEO is to deliver not just traffic, but targeted traffic that has the potential to convert into these actions. Whether you are selling products and services, advertising for branding value, or trying to promote specific content to the world, a well-designed SEO strategy can result in a very high return on investment when contrasted with other methods of marketing.
SEO generally brings a higher ROI when compared to TV, print, and radio advertising campaigns; and while traditional media is not in danger of being replaced by SEO, organic search can provide some high-margin returns that complement and enhance the use of offline media—especially when done properly over the long haul.