Why SEO Is Important

SEO |
By Pradeep Dabas

Search engine optimization (SEO) aims to increase the quantity and quality of the traffic to your website through organic (non-paid) search engine results. It also entails increasing brand visibility and awareness.

Despite targeting search engines, SEO is more about your target audience than it is about search engines. It is about knowing what your audience is looking for online, which problems do they need a solution for, how they would like this solution packaged, and the words they use when looking up these solutions. Why does this concern you? Because providing a solution to these audience questions helps you to connect with them. That is what we mean when we say SEO is more about your target audience than search engines.

But knowing your audience’s needs and catering to them is only one side of SEO. The other side deals with delivering the solution in a way that search engines can find and understand it.

Is SEO really necessary?

In this article, we are going to look at why you absolutely need SEO and how you can leverage it for increased traffic and brand awareness. Let’s start off with the importance of SEO.

Reasons Why You Need SEO

The primary goal of SEO is improving your page ranking on search engines and visibility. But it also offers much more value than that. Here are some of the reasons why you need SEO;

Organic search is your primary source of traffic

Google is the largest search engine in Ireland with 96.05% of the market share. Not only that. It is also the most visited website in Ireland, according to Alexa. This means that if you are to get organic traffic to your website, you will most likely have to rely on search engines (mostly Google). Majority of internet users visit Google at least once a day to look up information. Being highly visible will help your website to generate a lot of high-quality organic traffic.

It is way cheaper than budgeting for PPC

The only other way to generate traffic to your website through search engines is through pay-per-click (PPC) ads on platforms such as Google Ads. PPC may guarantee quick results but it is not sustainable in the long run. As soon as your pockets run dry, traffic from PPC ads stop. SEO takes time to build up, but it is pocket-friendly and sustainable in the long-term.

 SEO has an impact on the consumers’ buying cycle

The internet has made information freely and easily available to almost everyone. This means that consumers are able to research products before making a purchasing decision. Remember at the beginning when we said that SEO is about taking care of your audience’s needs? You can leverage SEO to let your target audience know that you have the solution they are looking for. Even better, local SEO enables you to put your business on the map and increase offline visibility.

It helps you to understand the general environment around the internet

The environment around the internet is constantly changing. It can be quite hectic staying on top of things. But once you hack SEO, it is impossible to be out of the loop on any major changes that take place on the internet. This will help you stay ahead of your competition at all times.

Power Of The Sales Funnel

You can nurture your leads through the sales funnel

Sales funnel. Image/ Wikimedia Commons

Buyers usually go through different stages in what is known as the sales funnel. They start at the top by becoming aware of the brand, developing interest, and turning the interest into a desire to make a purchase before finally buying. As you move down towards purchasing, the funnel becomes smaller. This is because not all of your leads become paying customers.

But you can optimize the number of leads who turn into conversions through lead nurturing. One of the ways in which SEO allows you to nurture leads is through providing content relevant to buyers at each stage of the sales funnel. The content is not intended to push your products and services to the customer but provide information that enables them to make a purchasing decision.

There are a lot of other reasons why SEO is an absolute necessity for a brand. For example, it helps establish your brand as an authority within your niche and helps to build trust and credibility around the business.

Still not convinced that you need SEO? Well, here’s a shocking fact. 90.63% of websites on the internet don’t get organic traffic from Google. Do you want to be part of such saddening statistics? Definitely no!

Crucial Elements Of SEO

Now that we have you on the SEO side, what do you need to succeed at SEO? What should you pay attention to? Here are some of the elements that are crucial to a good SEO strategy;

Content

Content is the most important part of SEO. It is the avenue through which you reach and engage your audiences. When creating content, it is important to put into consideration the needs of your audience first. You create content for them, not for search engines. Ensure that you provide value to your audience.

You can create content in a number of formats. These include;

  • Blogs
  • Videos
  • Podcasts
  • Infographics
  • Social media posts
  • White papers

Keywords

A lot has changed in terms of search engine algorithms and SEO best practices, but keywords still remain an integral part of any SEO strategy. Keywords refer to words and phrases that internet users use to perform searches. You use them to optimize your titles, URLs, and pages for search engine rankings.

You will need to research your keywords well for them to be effective. It is advisable to go for keywords with high search rates and low competition. Long-tail keywords are also more effective than short-tail keywords.

Important note: The growth of voice search is rapidly changing how keywords are used and targeted by search engines.

Off-page SEO

Off-page SEO refers to SEO practices that you perform away from your site. They include techniques such as backlinking as a way of establishing your site as authoritative, high-quality, and valuable. You can do backlinking through guest blogging and linking other authoritative sites on yours.

Local SEO

As the use of mobile devices keeps growing, local SEO is becoming more important. Ireland currently has over 3.62 million smartphone users. And 88% of internet users accessed the internet on their mobile phones. This means that searches for products are more focused on finding local businesses near them. The growth of voice search is also tilting the odds in favour of local SEO.

One of the ways of leveraging local SEO is by using local keywords. For example, the best vegan restaurant in Dublin, etc. Additionally, you should also claim your Google My Business listing, create location-specific pages on your website, and get listed on online directories.

You might also want to consider search engine marketing (SEM). SEM refers to paid marketing efforts such as Google Ads, display ads, and social media ads among others. They are not a crucial component of an SEO strategy, but they can complement your SEO efforts.

Conclusion

Implementing a strong SEO strategy is not only beneficial to your marketing efforts but also the brand in general. It is very important to have an SEO strategy. It will help you to establish a strong online presence and grow your business. It can be overwhelming at times but there are SEO agencies that can help you hack SEO. This is the best time to get started on SEO if you are not doing it already.

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