Many executives have now heard that SEO is one of the most important digital marketing strategies. After all, according to a Google study, over 90% of business leads start in search engines.
However, executives’ knowledge of the discipline of SEO is usually very antiquated and negative. Which ultimately leads to the application of the usual “digital tactics”, which are closely related to time-honored classic marketing measures, such as paid ad campaigns in search engines or in social media. Compared to SEO, however, the hoped-for successes are usually of a manageable nature.
In doing so, executives miss the fact that SEO is a sustainable, data-driven technique that can drive up to 60% traffic to websites in many cases, as well as being a lead generation engine.
From the experts’ perspective, it therefore seems more than necessary that executives take the time to learn about SEO and recognize what this discipline is today and what it can do for their company.
After all, the benefits of continuous SEO work are clear. SEO is the basis of all online marketing activities and offers seven advantages that should be known:
1. SEO improves the ranking and visibility of websites.
Google has already received 390 billion searches this year (and counting). If you want your site to be found by your target customers, a strategic search engine optimization strategy is the first and most necessary step to take.
2. SEO provides lasting and sustainable free traffic to websites.
Prioritizing SEO gives you the power to do what you can to make sure your business appears first during those searches. And, because the right SEO strategy keeps your website’s traffic active, it’s imperative to have the right partners who can help you keep up with Google Algorithm changes so you’ll stay agile and can make key adjustments when they’re needed.
3. SEO generates leads and sells products and services.
Consider that of the billions of searches that happen on any given day, 15% of daily searches are new to Google. In fact, consumers now conduct 70% of their purchasing research online before they ever get into a sales conversation. Ranking well in search engines enables your buyers to easily research on their own while spending time learning about your on your terms.
4. SEO works on a data-based and measurable basis.
There are hundreds of SEO metrics you can track. In fact, Google uses over 200 ranking factors in its algorithm. By establishing which metrics are most critical for your business, you can track those KPIs in real-time and adjust your strategy accordingly.
5. SEO changes the perspective and reveals the intentions of potential customers.
The right SEO strategy, analytics and reporting can help you better understand why someone conducts a search that brings them to your page. It could be to find an answer to a specific question they have or advice on how to achieve a desired goal, otherwise known as informational intent. Maybe the person wants to find a place to go, known as navigational intent or they are driven by transactional intent – the desire to buy a product they want. Either way, intent matters. Understanding the “why” behind your customers’ search behaviors helps you to deliver the best search experience.
6. SEO can create synergies and minimize budget waste.
Because SEO delivers real-time analytics, you can easily and quickly adjust budgets to ensure you leverage the most successful strategies to avoid wasteful spending. Similarly, by measuring your customers’ search behaviors, you can align all of your online marketing and content to deliver even stronger multi-channel results.
7. SEO brings clarity about the competition and faces competitors proactively.
Running regular competitive analyses in SEO can help you examine ranking signals on the macro and micro levels that can help you uncover and capture the competitive niches that improve your ranking and ensure your content appears on all the right channels. The best way to beat the competition is to understand them.
POV by Ulrich Franke, Managing Director EMEA