Considering Google’s ever-evolving algorithms, Search Engine Optimization (SEO) has lost all its power and influence…. Wrong! Only naysayers, sad and filled with doubt, make such comments. For SEO is alive and well, and business owners, including small, large, and in-between businesses, need to keep on top of this ever-changing and ever-thriving online marketing aide.
1. Original and Useful Web Page Content Creates Trust and Authority
Everyone who has ever performed an online search has experienced – piles and piles of overflowing and mundane – useless information and trivia presented as actual articles. Content is key. For without relevant information that engages readers, holding their attention and interest, SEO may as well go extinct.
Content appears in various forms, such forms as the following well-known examples:
- Informational web pages
- Short, subject-related videos
- Blogs with hoards of relevant information
- Legal white papers and eBooks
- Social media posts regarding the topic
As long as a company’s website contains up-to-date, useful information, time will do the rest. Potential customers will visit the site, decide to buy the item or try the service, and find the quality excellent. The, then loyal, customers will pass on the information to their friends. Eventually, the company’s website and their brand will gain points in positive reputation, which then leads to a gain in authority within the product line or service industry.
Other elements that boost a company’s authority in the field include positive customer interactions, such as backlinks. And, ultimately, it all leads back to current, well-researched, and well-implemented Search Engine Optimization.
2. Encouraging Web Traffic and Its Growth
Whether encouraging sales online, or trying to create a successful blog, web traffic is essential. And in order to attract potential customers or readers, companies must achieve high visibility and ranking within every search perimeter.
An Author stated in her article, “Digital Marketing,” 33% of online researchers click on the first webpage, and 75% of online researchers click on only the first five webpages. And if another Author is correct about potential customers first researching about certain products and services online – before the purchase – then growth will naturally occur.
But a word of warning to companies running websites for their businesses: SEO must stay up-to-date. Falling behind on SEO will allow competing companies to grab the ball and speed ahead. Penalties may apply as well from Google and other search engines if the websites fall behind on current SEO rules. How does one stay informed on current SEO? Companies must move forward with the Internet, stay informed. The process is similar to staying informed on what competing companies do for their business practices.
3. Local SEO and Its Increasing Popularity
57% of consumers have already made up their minds to purchase from a company before they even call the company’s customer service. With this in mind, consider the fact that potential customers usually only browse the first five options in a web search, whether on their mobile devices or their PCs. It makes ranking within the first percentile of organic searches that much more vital for localized small companies to survive.
Local SEO can dramatically help every small to midsize company, if the company utilizes the marketing strategy correctly and keeps it updated. To correctly implement Local SEO, Hollingsworth highly recommends achieving a high ranking with Google. Doing so will require local businesses, on a town, city, county, or state level, to make accounts with Google My Business and multiple social medias. He also recommends companies to encourage consumers to leave reviews found through Google search, using websites like Yelp and Angie’s List.
4. SEO in Regards to Google’s Algorithms
As the naysayers love to point out, Google’s algorithms are constantly evolving, making SEO hard to implement into many, new and current, webpages. And because Google owns around 75% of the online search keywords and terms, earning a good name and a consistently first page ranking with Google only makes sense. However, there exists a problem. One that business owners need to stay up-to-date on.
Due to Google owning such a large portion of the search market, SEO must evolve alongside Google’s evolving search keywords and terms. The problem exists in Google keeping the search keyword changes secret. For this results in many companies, in trying to keep their website’s SEO up to speed, engaging in much keyword guesswork. In such a scenario, hiring an SEO expert might be in order. Thus improving the long-term profit margin, despite the immediate cost.
Concluding Thoughts on the Importance Behind SEO
Some terms regarding Search Engine Optimization might have been noticed in the above reading, such as keyword, visibility, ranking, and organic searches. The reason these terms failed to attain prominent position in the subheadings exist in their position in SEO’s past history. While they do maintain a spot in the marketing online aide, their importance have significantly decreased as content, web traffic, local SEO, and algorithms have taken hold. As said before, SEO constantly changes.
The time and money spent researching SEO is well worth the investment. For both online companies and physical businesses with websites will increase their sales, and thus their newly found loyal customers, with properly implemented and updated SEO. And if the above reasons fail to convince business owners, then try to hire an SEO expert for two years and watch the profit margin increase.