If you’re a business owner tackling the world of online digital marketing in search of business growth, lead generation and sales, you’ve probably come across the term ‘search engine optimisation’, or SEO.
In the world of internet marketing, search engine optimisation is big business, and it’s something that any business with a website can use to create substantial business growth, a constant stream of qualified prospects that can lead into sales online. You might have something of an id¬ea about what SEO is, and understand that it relates to how well your website can be identified by search engines as the best result to present for searches relating to the words that people are typing into Google when searching for your products and services. So exactly why does a business need SEO to succeed?
The days of advertising in directories, magazines, radio, TV and other traditional advertising media that use a scattergun approach to appeal to broad audiences, aren’t as effective as they use to be. With SEO, you are actually targeting people searching specifically for your products and services – delivering a stream of pre-qualified prospects directly to your business.
SEO is a process by which your website is ‘optimised’ with a clear plan in place to position your website as the best possible result for the terms people are searching for online – So your website appears higher in the natural search engine results.
The internet is a big place, and it’s almost guaranteed that your business will have competitors both locally and internationally. While you may offer a better service than these other businesses, search engines aren’t that smart, and you need to speak their language to succeed. So, in order to attract potential customers to your business and encourage business growth and sales, your website needs to be as close to the top of the search results as possible. SEO helps to make this happen, and when done well, results in significant lead generation, more sales and business growth.
SEO is one of a multitude of online lead generation processes you could apply for your business, but SEO has one distinct advantage. The majority of other lead generation processes require you to pay direct advertising costs to the search engines or social platforms on an ongoing basis and the costs can be staggering (but will often result in a positive ROI if managed professionally).
Whilst SEO takes a period of time for your website to achieve dominant rankings, once you have achieved this prize real estate at the top of the Google search results for your keywords, the effort and cost to retain a dominant ranking is significantly reduced over time. The period in which your website is moving up the rankings gives you a great opportunity to streamline your sales conversion processes so that once you reach the top. You are converting an even higher percentage into sales.