In 2014 a Forbes’ article urged online business owners to make Search Engine Optimization (SEO) a part of their business model. The author cited several reasons why a solid SEO strategy would assist businesses to achieve their goals. Among them, Forbes noted SEO’s cost-effectiveness, as well as its dominance on the Search Engine Results Pages (SERPs). In addition, SEO initiatives facilitate attracting mobile users to individual business websites. Perhaps the strongest reason for making a customized SEO campaign part of any business’ plan, however, is that any business which overlooks or forgos SEO should realize that their competitors will not. These are all compelling reasons why SEO is not just a bit player in any business model, instead, it is a vital necessity to reach online business success.
Here is an overview of several SEO aspects that should be included in every business model and why:
First Stop, the Internet
A leading search survey found that in 2017 over 90% of potential customers checked online reviews prior to making their buying decisions. For online business owners, the takeaway from this metric is that if you want them to find your internet business, you have to be seen where these consumers can readily find your business listed. Therefore it is every online business’ goal to be on the first or top of the second page of every SERP that pertains to their company’s services. That is where SEO comes in with its goal to develop ‘organic’ metrics. Loose translation: the on and off-page initiatives that drive your site to prominence when consumers are searching online.
SEO is Cost-Effective
Every form of online marketing has its validity. For example, Social Media campaigns will further your brand, and Pay-Per-Click drives revenue (but at a cost). As a marketing strategy, SEO specifically targets those searching online for your products and services. Therefore, long-term, building strong organic metrics via SEO initiatives will deliver a consistent Return on Investment (ROI).
Attracting Mobile Users
According to StatCounter, an internet monitoring firm, since the fourth quarter of 2016 there have been more mobile users than those who access the internet via their desktop. In other words, smartphones, laptops, and tablets are the preferred information and shopping devices. Therefore, an optimized responsive website which facilitates their access to your online business (whether leads and/or conversions are your key objectives) should be a given.
Give Site Visitors a Nugget
For years there has been a saying among internet marketers, ‘Content is King’. Actually, there are many supportive players, yet it remains true that search engines evaluate the quality of a site’s content relative to its users’ experience. However, providing rock solid content is one objective of every successful SEO campaign. Referred to as a ‘healthy content profile’, great site content should fulfill a user’s needs quickly. It must provide the information they are seeking, and allow them to generate a lead/convert by seeking more information, or by making a purchase. Their overall site satisfaction is the difference between a one-off and a repeat/loyal customer.
If You Don’t (Have an SEO Strategy) Know That Your Competitors Will
Every online business is in constant competition for market share. To ensure that your business does not lose this battle, a trackable, scalable SEO campaign must be in place and its initiatives performed continuously. Search Engine Optimization, once mistakenly perceived by some business owners as a ‘perform once and done’ maneuver, is anything but. Think of SEO as a never-ending, but potentially high-reward process. Your competitors do!
Active Web Group is a leading digital agency headquartered in Hauppauge, New York. Since 2003 we have provided hundreds of firms of all sizes with the online tools their businesses require to succeed. If you have questions, we invite you to contact us for a confidential consultation at (800) 978-3417.