Boot up your search engine and search for your products or services. Can you find your website among the organic search results? Is it on the first page? Or is finding it more difficult than you would like?
Statistics show that over 90% of searchers do not go past the front page and over 30% click on the first option on the first page.
This is often all it takes to convince most business owners of the importance of SEO services. You lose visibility when you do not rank high enough on the result pages, and if you are not visible enough, you lose prospects to your competitors.
However, sometimes we all need a bit of convincing. Is it worth spending a lump sum on an SEO strategy in 2023? Isn’t SEO outdated? Can it generate enough revenue to break even?
After this article, you will learn the importance of SEO and why it is an integral part of your marketing strategy. SEO is worth it; let us show you why.
What Is Search Engine Optimization (SEO)?
Let’s start with a simple definition. Search engine optimization attempts to rank your website higher on search engines’ organic or un-paid results by making necessary changes to your website. The higher your website ranks, the easier it will be for people to find you and the more visitors you will get from search engines.
The idea behind these changes is that when a prospect searches for terms related to your business, you will appear on the search result pages. The higher you are on search engine result pages, the easier it is for you to build trust and get more clients.
SEO Then And Now
The truth is that SEO was easy in the past. All you needed was a bit of research and the right keywords, and you would be number one on the result pages.
But then, as more and more people started creating websites, businesses started becoming smarter. People went as far as repeating keywords or hiding them by making them the same color as the website’s background to rank higher.
Search engines had to evolve. They devised smarter ways to rank websites, but it looked as if every card they played was met with an equal one by businesses. Eventually, this cycle created one of the most complex situations in digital marketing.
SEO has become more complex and technical. Although keywords are still important, SEO has become more than that with complicated factors like user experience, links, website design, speed, and quality writing. It has become more difficult for most businesses to handle alone.
It takes time and resources, which is why most people do not see the need for it anymore. But search engine optimization is still vital in every marketing strategy, and here is why.
How Does SEO Work?
SEO aims to put you at the top of the pages. You use different SEO techniques to place yourself as the most relevant website for specific keywords related to your niche.
Sounds straightforward, but it isn’t. While doing this, you must also meet Google’s criteria or risk getting penalized. In the past, ranking at the top of Google was far more straightforward. Use the right keywords enough times, and you could be on the front page.
But this isn’t the case anymore. Yes, Google still considers keywords important, but ranking on Google is now an intricate web of strategies and techniques on and off your site.
On-Page Optimization
On-page optimization is all the measures you take within your website to improve search ranking. Good on-page SEO is essential. Otherwise, your SEO efforts are for naught. Efforts to improve on-page optimization increases your click-through rate and boosts visibility. Some on-page SEO techniques to consider include:
Keyword Research
In the past, keywords were all there was to SEO. It might not be the same anymore, but keywords are still vital to every SEO attempt. A good on-page SEO technique is to find the relevant keywords that customers are searching for on Google. Once you identify the keywords, you can start including them on your website.
Optimize Website Structure
How easy is it to navigate your website? Search engines give preference to websites that are easy to navigate. All pages should be search engine-friendly and linked in a logical and user-friendly way.
Image optimization
Images are an important element of a webpage, but we must also optimize them for search engine crawlers.
Ensure to include alt-text and filenames that contain relevant keywords related to the image in question.
Use Your Keywords Wherever Possible
If you have done your keyword research correctly, you have a few targeted keywords that you can rank for. Use these keywords on relevant pages on your website, and use them on the website’s meta titles and descriptions.
You can also use these keywords in your anchor texts when linking to other website pages, as it will help Google understand the essence of the page.
While keywords are great, you must use them in moderation; if you overuse them on your website, Google may consider them spam, and your website ranking will be negatively affected.
Engaging and relevant content
is a crucial SEO technique. If you research your ideal keywords and use them naturally throughout your website while providing a great user experience, you will have a good chance of ranking higher. For your content to help you rank, it must demonstrate your:
- Expertise
- Authoritativeness
- Trustworthiness
If your content reflects the concept of E-A-T, as mentioned above, you are well on your way to optimizing your website.
On-page SEO is required to improve website viability and click-through rate. You will rank higher on the search engine result pages (SERPs) with good SEO practices. The higher you rank, the more leads and search results you will get.
Off-Page Optimization
Off-page optimization is actions taken outside your website that still affect your ranking on search engine result pages. Alone, these actions might not account for much, but when combined with On-page SEO, they significantly benefit you by attracting more prospects.
Off-Page Optimization
Link building is a key element of off-page SEO. When you build links, you get websites to link to your pages. The more links you get, the better your ranking. To receive high-quality links, you can be a guest writer for other blogs, submit articles to directories, or even share your content via social media.
However, not all links are equal. There are high-quality and low-quality bad links that can be penalized by Google.
Social Media And Search Engine Marketing
Having social media presence where you engage and grow your community is helpful with having a well-rounded marketing strategy.
Social media is another avenue where you generate even more traffic for your website. People will follow the link to your website when you create informative and compelling posts and share them on social media. This increase in traffic will improve website visibility and click-through rate.
Search engine marketing (SEM) tries to do the same thing SEO does (increase website visibility), but this time with paid ads. With SEM, you use platforms like Google Adwords to bid on keywords that clients might want. If someone searches for that keyword and you are the highest bidder, your website will appear on top of the result pages.
When paid ads are set up successfully, it is one of the most effective ways to generate traffic and leads. However, the mistake people make is to ignore SEO for paid ads. They are both important, and most times, they complement one another.
Submit To Local Directories
These are directories that make it possible for local searchers to find you. The directories generally display your business name, address, and phone number along with your website URL and hours of operation, to name a few.
magine you run a clothing store in Vancouver; you would want anyone who lives in Vancouver and searches for clothing stores to be able to find your store.
Google Business Profile is tailor-made for local businesses, allowing you to optimize your account so that you can appear on Google maps and, ideally, within the 3-pack business results.
Find good directories and submit your website. We know this can be time and resource-consuming, but increasing your visibility online will go a long way in improving your SEO strategy. Eventually, you would find that it was worth your while.
Why Do You Need SEO?
Search Engine Optimization helps businesses attract organic traffic where clients find you for your services and products. It is a lasting solution to increase traffic and boost profit with a great return on investment when successfully implemented.
Let’s look at some of these benefits:
Generate Traffic And Attract Customers Who Are Ready To Buy
Generating enough traffic is hard, especially in a competitive market. But something remains true: your attempts at generating traffic will be much easier if you have SEO as part of your strategy. With a properly optimized website with on-site and off-site optimization efforts, you can generate steady visitors to your website.
The best part is when someone finds your website through the search result pages, they actively look for what you have to offer. So SEO doesn’t just attract traffic, but it attracts targeted traffic. These users are easier to convert because they want your product or service.
The favorable implication is you have a higher conversion rate, and the return on investment from the SEO campaign is improved.
Stand Out From Your Competition With Strong Web Presence
When SEO was new, businesses could afford not to stand out since the standard was lower. With higher competition for attracting website visitors, maintaining an SEO strategy is vital.
Quality SEO also means your website is more user-friendly, and it is easier to navigate, and the loading speed is faster. All these features endear your website to the heart of your users and ensure they keep coming back.
A Long-Term Investment
SEO isn’t for the moment because it’s a long-term solution. Yes, it takes time and investment, and it might require dedication and effort, but ultimately, it can give you justified results.
This is what sets SEO apart from Google ads. With Googles ads, traffic lasts as long as the ads are active, and the traffic stops once the ads are over.
The best thing about SEO is that it offers continuous leads when done right. If you rank for specific keywords, those can continue generating leads years later.
However, this does not mean that SEO is a one-off process since you must work to ensure you stay ahead of your competitors. Still, the long-term advantages of SEO are a reason to invest in it.
SEO Is Also Great For Users
Most SEO experts will only tell you how important SEO is for you and your website, but SEO offers you, your business, and your prospects much more. A well-implemented SEO strategy helps with user experience.
With search engine optimization, your website becomes more accessible, making navigation easier for your visitors, including search engine crawlers.
SEO includes technical aspects like optimizing meta titles and descriptions, eliminating duplicate content, and including anchor texts. All these details make finding your website more accessible and improve user experience.
Another thing SEO does is increase how fast your website loads. Users are always in a hurry and will not linger on a website that takes forever to load. If your website is speedy, users will, at the very least, check out your website, and the longer they stay on it, the more time you have to convince them.
Good loading speed is also great for your rankings because search engines consider page speed when ranking search results.
You can see that with proper SEO, you and your users both benefit, and it helps you build authority and brand awareness.
Why Do You Need SEO?
It Is A Slow Process
One of the most significant discouragements of SEO is the slow process. Some business owners expect the result to be quick, but this is unrealistic.
If you can’t afford to invest in SEO without needing an immediate return on investment, you can always revisit it later. You should start taking SEO seriously if you can wait 6 – 12 months before seeing results.
The Algorithm Keeps Changing
Google’s algorithm isn’t static, so SEO can’t be static. If you were doing SEO a certain way, all it takes is for Google to change its algorithm, and you could lose your ranking.
To prevent this, hire an SEO company that keeps its fingers on the pulse of the algorithm, and they will be able to notice any change and act accordingly.
Final Words: Is SEO worth it?
SEO is worth it, but it is a process that requires time, investment, and a well-thought-out implementation of an SEO strategy—successfully ranking can result in a massive ROI.
JSB Digital Works can help you increase your website traffic, conversion rates, and revenue by providing effective SEO services. We offer affordable SEO plans and will happily tailor a marketing plan that works within your budget.
