SEO is a fantastic component to include in your digital marketing campaign for every type of business, whether you provide IVA advice or you’re a fashion business! We’re here to introduce 3 of the benefits that come with investing in SEO, if you’re not sure whether or not you should invest in it. For us, it’s an absolute no-brainer, so we hope you feel the same after reading this article!
Increase Your Online Visibility
The first benefit of SEO for your business is that you can increase your online visibility in search engines. When SEO is done well, your website should appear for a range of terms that are relevant to your business when people are searching for them, and this has the potential to dramatically improve your online business. For example, if you’re a fashion company who specialises in dresses, you want to make sure that when people are searching for things like “Black Mini Dresses” or “Sparkly Dresses”, that your website appears. You will be investing in appearing in front of users who are looking for exactly what you offer, as long as the SEO is done well and the most relevant keywords are selected! The keywords you are able to target will vary based on how much authority your website already has, for example it would take a long time (but it isn’t impossible) to compete with some of the country’s biggest fashion brands. However, when you stick with SEO and have a strong strategy in place overtime, it can make a big difference.
Target Local Customers Who Are More Qualified
Another benefit of choosing SEO is that you can target local customers who will be highly qualified. As mentioned, a benefit of SEO is that you can target people who are looking for exactly what you offer, and you can also make sure that the people you’re targeting are within your catchment area when you use the ideal SEO strategies. For example, say you’re doing dental SEO, you wouldn’t necessarily want to target national terms like “Invisalign” or “Dental Implants”, unless you had practices all over the country, or you wanted to do SEO as more of a brand awareness tool.
If you’re looking to drive traffic to your website and make sure that traffic converts into qualified enquiries, then you would make the keywords that you target on each page localised, such as “Invisalign Wolverhampton” or “Dental Implants Leamington Spa”. You can make the area as niche as possible, as long as enough people search for it per month. Often targeting these types of keywords won’t drive as much traffic, but you may get 1,000 users a month and out of them, 50 of them make an inquiry. This is much more effective than trying to compete with national terms, and if you do rank, say you get 10,000 users coming to your website a month. If only 10 of them actually live within close distance to your practice, you might only get around 5 of them enquiring. As you can see, not only will you rank for less competitive terms more quickly, but you will also get much better results in terms of inquiries.
You See Long Term Results
With channels like paid social and PPC, when you spend money and the targeting is right, usually you will see quite quick enquiries or purchases. However, when you invest money in an agency to do SEO in Manchester or London, it takes longer to see results. However, with this, it also means that your results last longer!
With ad spend, when you switch off and stop spending, the enquiries or purchases stop. With SEO, once you have optimised your website well, targeted the right keywords and improved the speed of your website (these are just a few of the key ranking factors but a good place to start), over time you should continue to see your website move up the rankings. This will require maintenance, such as link building and updating content, but it costs a lot less to receive highly qualified enquiries for much longer.
So, invest your budget in SEO and although it may take a while, results will last a lot longer (as long as you choose the right agency of course, make sure they’re well recommended).
More Cost Efficient
Linked to our last point, SEO is also much more cost efficient. Rather than having to continually pay for advertising space on Google, websites or a social media channel, you simply pay your SEO agency, a member of staff or a freelancer, then when you naturally increase in the rankings, it’s free to appear there. Rather than paying a management fee to your agency and then also your ad spend, you just pay for the knowledge and expertise of your SEO team. This is why SEO is the most cost efficient marketing channel when it’s done properly.
It Creates A Trustworthy Start For The Customer Relationship
When your website ranks well, AKA on the first page, it immediately appears as authoritative in the eyes of the user. This of course needs to be backed up by a positive website experience, such as great photos and content, easy navigation, fast loading and an easy checkout/enquiry process just to name a few. However, the fact that your website is trusted by Google to be on the first page will immediately be a green flag. So, in terms of getting your brand out there and really showing you’re a trustworthy brand that people should invest in, SEO is a great way to go.
Where To Start With SEO
If you’re just starting out as a small business, you can begin with the very basics by downloading Yoast SEO onto your CMS (WordPress, Shopify, etc) and then it will guide you through the best ways to optimise your page. Again, this definitely isn’t a well rounded strategy and it should just be a stepping stone until you can pay for a full strategy with a reliable SEO agency.
However, it is best if a member of your team takes an SEO course to get a basic knowledge of what they should be doing, then commit to learning more over time.
The ideal end-goal would be to work with an SEO agency. This is a lot better than having in-house staff in most cases, as they have a much wider knowledge and are more experienced dealing with a wide range of different websites and niches. As a result, they’re constantly learning and improving on what they can offer. So, work towards working with an agency on your SEO, but doing as much as you can in the meantime will be beneficial!