In a constantly evolving digital environment and with people who trust what they find on the Internet every day, business success often depends on what you do or not do to promote your company on the web. In any type of business, be it a large technology, consultancy, or a university, an effective SEO strategy is a smart way to increase online visibility, attract new clients, grow the business, and increase revenue.
Why make SEO efforts? We gather 3 fundamental reasons why you should consider them in your digital marketing strategy.
1. SEO and SEM in digital marketing, a joint effort
When marketers evaluate different platforms and channels, they often rate them individually. This is not a mistake, but it is not the only and best way to do it. How to enhance the efforts of one and the other by working together?
The efforts of SEO and PPC campaigns can be linked in many ways and although they work separately, an SEO effective strategy may improve the quality of the PPC campaigns and vice versa.
Keywords. Keywords play a crucial role in both SEO and paid ads. For example, you could use the keywords that are being the most profitable to add organically on site pages. Although at present your site only generates leads through this channel, in the future you could reduce the investment cost or not pay for it, it will depend on your strategy.
Optimization of processes. How much time do both teams spend doing deep keyword research and, if we add optimizations to that? If we link the efforts of both actions, we can obtain keyword research that serves as a basis for defining and planning both organic actions and paid campaigns.
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Effectiveness of PPC campaigns. The acquisition cost, the concordance, the position that the ad occupies in the SERPs, the conversion rate, are some of the aspects that could improve with the optimizations to the website and with it, the effectiveness of the campaigns.
In short, by leveraging one tactic with the efforts of the other, it is possible to reduce the cost of customer acquisition and thereby make your marketing efforts profitable.
2. SEO as a pillar of Inbound Marketing, create a conversion funnel
90% of users have not yet formed an opinion on a brand before starting their search
If we think about the growth flywheel, it all starts with attracting strangers to the website. Multiple SEO efforts contribute to this, from creating an SEO-friendly digital content strategy, devising a backlink strategy, to improving the experience of users browsing the site.
Once we build a steady stream of visitors, the flywheel will have enough force to start spinning. That is, we can begin to develop actions aimed at converting visits to leads, from leads to MQL’s, from MQL’s to business opportunities, and, finally, customers. And we will talk about that in the next point.
3. SEO boosts sales through qualified traffic
How do these efforts translate into sales? SEO is a constant source of lead generation. Unlike people who have a work schedule, SEO works 24/7 every day of the year.
To say that an SEO strategy is effective it must seek the generation of qualified leads. For example, suppose you are a travel agency, it is not the same to position “accommodation packages in Guadalajara” as “cheap flights”, of course, it all depends on your business.
Which user is more likely to make a purchase and that it also represents a considerable amount? Doing SEO is not only positioning the site in the first place, it is doing it in a way that contributes to the business income.
It would be of little use to attract hundreds of visitors who will never buy from you. But everything will depend on your strategy, for example, those prospects who are not going to buy from you could contribute to the constant flow of traffic, and enhance the authority of the site.
How to make an SEO strategy?
It depends on multiple factors, such as objectives, the size of your company, budget, the current situation of your online and offline business, competition, and many elements in development. To do this, we share some tips that will help you stay on track to achieve your goals.
SEO is less about technology and more about human behavior
It is true, factors such as indexability, code snippets, cache memory, 301 codes, 404 pages, traceability, and more, are conditioning factors to position a page, but, if you base your efforts on users and not on search engines, the most than 200 factors become achievable, making an ideal match between what users are looking for and all the best practices.
Let’s see the website as a supermarket, each chain distributes its departments in different ways, at the entrance it could be electronics or fruits and vegetables. Although each one distributes its corridors in various ways, they all sort them based on categories.
For example, in the clothing department, you can find everything from women’s clothes to baby clothes, you don’t have to choose a blouse first and move to fruits and vegetables for some baby socks, it sounds pretty obvious, doesn’t it?
The same thing happens with your website, how much time does a client usually spend in a “super” that he likes? Why does he like it? How often does he do the pantry? What is the amount? of your purchase? Why do you always decide to go to the same one and not to another?
When you think of your website as a source of solution to your client’s problems and challenges, SEO efforts become more human and less technical.
SEO is less about “you” and more about your customers
It is normal to want to promote all your products and/or services, but once again, and returning to the previous point, “bombarding” the user with “me, first me, and then me” is too tiring.
Change the conversation from “what do I do” to “how do I help you”, from the brand communication strategy, copies, keywords, text structure, pages, information architecture, among other elements that play an important role within your SEO strategy.
If you sell technology, how would you describe what you do? Computers or laptops? Remember that your website is for strangers, prospects, and customers just like, with the example of the supermarket, the website must be aligned with the purchase process of your customers, and contain information that helps them in making decisions.
There will be visitors who already know your solutions (what you do or what you sell), but not your brand, or there will be strangers who do not know that your solutions can solve their challenges and needs.
SEO is less about monitoring irrelevant metrics and being more “SMART”
In SEO you could get lost among the immense amount of data we collect per day, from the number of visits and sessions, bounce rates, loading speed of multiple pages, percentages of descent and ascent of keywords, domain authority, and a long etcetera. What are the things that help you understand the effectiveness of your efforts?
The metrics depend on your goals, if improving organic traffic is your goal, how relevant is it to measure the conversion rate? Of course, the conversion rate is an important metric, but if you are not making efforts to improve it, what’s the point of measuring your efforts based on those numbers?
To evaluate SEO actions we must clearly define the objectives to be achieved since the measurement of success is only possible with specific objectives and these are different in each company or sector.
Strategic SEO indicators
- Prospects, Business and Organic Income.
- Organic Traffic.
- Organic prints.
- Branded Traffic vs. Non-Branded Traffic.
- Keyword Ranking.
- New keywords.
- Evolution of positioning.
- SEO On page.
- Bounce Rate (metric shared with UX / UI).
- Website page speed.
- SEO off Page.
- Number of backlinks (#communicated, #blog post, #syndications).
- Organically generated backlinks.
- Toxic backlinks.
In many ways, successful digital marketing SEO efforts contribute significantly to achieving your digital strategy goals. And companies must recognize this and allocate marketing budgets accordingly.
How to integrate SEO efforts into your digital marketing strategy? Visit https://www.seocompany.life/ for help.