The Importance of SEO for Your Business

The Importance of SEO for Your Business

Search engine optimization (SEO) is essential for any business in today’s digital world. SEO, if done properly, allows you to improve your online presence and reach potential customers actively searching for what your business has to offer. With that being said, why exactly is SEO important for your business?

Why SEO is Important for Businesses

Studies have found that most online activity, including product and service research, starts with search engines like Google and Bing. When users enter a search query into a search engine, they have intent or purpose behind their action. The individual’s queries are highly targeted when looking for products or services like yours. Each result warrants high-quality content relevant to those queries, so having an advantage over competitors in the SERP (search engine results page) can benefit your business. Additionally, research shows that most searchers choose one of the first few results. It’s best to use SEO strategies to ensure your website has a high search engine ranking.

Here are a few stats that highlight the value of SEO for businesses:

  • There are 97 billion local searches on Google every month. That means 37k local searches happen every second.
  • Close to one-third of mobile searches are related to location.
  • 28% of searches with local intent result in a purchase.
  • Local search intent is present in 46% of Google queries. These searches may include terms such as “near me” or including a town to narrow a search.
  • When in a store, 43% of users will conduct an internet search on their mobile phones.
  • 90% of smartphone users are unsure about which brand to purchase. Business websites that are SEO-optimized are found through organic search!
  • 75% of people will never go past the first page of the Google search results page.
  • The first organic search result on Google gets 31.24% clicks on average.
  • SEO-generated leads have a 15% closing rate.
  • 78% of local searches on mobile devices result in an offline purchase from a brick-and-mortar store.

How SEO Adds Value for Business Websites

SEO ensures search engine algorithms categorize your website correctly so that your relevant content appears when potential buyers look for your products and services. 

SEO Improves Organic Search 

SEO is one of the most effective tools to increase organic rankings. By optimizing your website’s content, layout, titles, and metadata, you can ensure higher visibility in search engine results and get more potential customers into your funnel.

A strong digital presence is essential for a business’s long-term strategy to increase its visibility. As we noted above in the statistics, organic search is often the primary source of website traffic. The majority of online customers who are searching aren’t loyal to specific brands. As your ideal customers search for products, services, and locations, your search engine optimized website will strengthen the opportunities for algorithms to pull up your business in relevant search queries.

Utilizing local SEO tactics, such as using city-specific keywords or creating a Google Business Profile, can help local customers find you more easily. Remember, it’s estimated that 78% of local searches on mobile devices result in an offline purchase from a brick-and-mortar store. Therefore, an effective SEO strategy may play a significant role in helping customers find your business over competitors and driving more online and offline purchases.

SEO is the Best Way to Understand the Voice of Your Target Audience

Using SEO can help unravel complex patterns between search terms and discover any new or untapped consumer needs or product preferences. A thorough content marketing strategy uncovers how your target audience uses relevant keywords in search. There are four categories of how keywords are used. 

Knowing which words customers use to find products or services can help create valuable customer insights that weren’t available before, allowing businesses to develop their marketing strategy more effectively.

For example, when someone searches the term “cell phone” vs. “cell phone company,” the top results will be different. “Cell phone” is considered a commercial search intent term. Google believes that people are ready to buy when searching for this keyword. On the other hand, cell phone company brings up navigational results, including a full page of company domains to choose from.

When we understand how people talk about particular topics online, we can better optimize content so it’s more engaging for readers. Creating compelling content that focuses on each category of search intent helps build relationships with your target audience by creating trust and loyalty along the way.

Good SEO Leads to a Better User Experience

User experience (UX) is an essential component of SEO optimization. It helps ensure that people can find and use the content on your website in a way that makes sense for them, as well as for search engines. Optimizing UX can increase traffic to and throughout your website, increasing your ranking in search engine results and driving sales. By using call-to-action prompts to guide website visitors through your website, from informational content to conversion pages, you improve the online experiences for your users. 

UX is used with SEO strategies to create content that facilitates easy navigation – such as quality headlines, meta tags and descriptions, optimized images, and easy-to-follow structure and navigation through your pages. Good UX design increases organic visibility and keeps users engaged by creating visually appealing content that is easy to read and free from bugs or errors.

An engaging UX will motivate users to stay on the page longer – allowing them to explore other pages beyond their initial search terms or topics. It further improves ranking as SEO bots recognize longer page visits, or dwell time, as a sign of relevance. 

SEO is Very Cost-Effective

Although it’s not a “set it and forget it” strategy, SEO best practices naturally attract more prospective customers through organic traffic over time. When you publish evergreen content, SEO continues working for you long after you’ve paid for the content or invested time in writing. An added benefit of well-optimized content is increasing your business’s trust, credibility, and brand recognition.

Appearing frequently in the search results will show your target audience that your brand is a reliable source of information and make it easier for customers to find you. The SERPs (search engine results page) change often as Google updates its algorithms. Despite the changes, studies show that a strong SEO strategy helps business websites rank high and earn prime real estate in SERPs such as People Also Ask and knowledge graphs. The more often you appear in searches, the more people will begin to recognize your brand.

When a website is considered a credible source of information on a topic, business owners will be recognized as industry experts. Consumers are more likely to choose a familiar business because they feel reassured they are going with an established brand. A strong reputation will improve customer loyalty and increase trust in your service or product. 

Ready for Your Business to Use SEO?

Investing in a strong development team and effective SEO strategies is crucial for website growth. In recent years, the majority of people have been spending a significant amount of time online. It has become evident that customers are more inclined to make purchases when provided with valuable information rather than just being sold a product. Therefore, it is worth the effort to create authentic content and optimize your website to ensure visibility to your target audience. Still curious about the importance of SEO for businesses? Our SEO Campaign Launch Guide will talk you through SEO best practices.

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Beth hhhWalker is a Content Manager who is passionate about storytelling. She leads our In-House writing team and works closely with clients and CSMs to ensure all the content SMA creates meets SEO best practices and tells each client's unique story.

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