09 December 2020 | Annabel Hudson
In simple terms, search engine optimisation (SEO) is the process of an organisation improving their website to increase the quality and quantity of traffic to their site through organic search engine results. 75% of all clicks on search engine results are on the first three results, therefore, it’s not surprising that for so many organisations the main purpose of SEO is to get their website to the top of Page 1 on Google. Let’s take a further look at some of the main benefits of using SEO:
SEO Improves the Quality of Traffic
Unlike traditional ‘outbound’ marketing channels which centres around contacting as many customers as possible whether they want to hear from you or not, SEO is an ‘inbound’ marketing channel which focuses on making it extremely simple for customers to find you when they want to. Rather than utilising these traditional methods such as spam emails and cold calling, which typically tend to irritate consumers, SEO aids the creation of helpful information which is in place for when the consumer requires your help. This is much more convenient for customers and encourages more qualified and suitable leads for your website. In fact, HubSpot’s State of Inbound report explains that nearly 2/3 of marketers have said that inbound practices, like SEO, provide the highest quality leads for their sales team.
SEO Promotes Improved Cost Management
Search engines, such as Google’s, organic rankings are determined based on what the algorithm decides is the best results for any given search. Therefore, once the original page is created which the search engine deems worthy of directing their user to, it can be used for attracting traffic to your site for months or even years. Although there will be an initial investment within the original page, whether this is in the form of time or money, but after there will be no ongoing costs with attracting traffic to your site. Additionally, if you are already high ranking in the search engine results, advertising is not as necessary and therefore advertising costs are lowered. The Search Engine Journal reported that inbound leads, like SEO, can actually lower the cost of lead generation by 61% compared to outbound leads.
SEO Helps Your Business Build Brand Awareness
It is crucial to have strong brand awareness if you are looking to grow your organisation. If your brand is recognisable to consumers, they are more likely to choose you when they are converting. SEO is an extremely helpful tool to doing this. When a consumer is conducting searches and see your organisation on the results page, they become increasingly familiar with your brand and associate the keywords they are searching for with your company. Essentially, SEO will help you rank higher in search results, consequently increasing leads.
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