Creating a solid SEO strategy means employing a thoughtful, multifaceted approach that covers numerous aspects of web promotion.
You need an SEO strategy that not only outlines your basic plan of attack, but lays out the goals you’re trying to achieve, profiles the audience you’re trying to reach, and digs into the competitive landscape in which you’re trying to win.
Search engine optimisation (SEO) is an essential part of any marketing strategy. It's a proven way of improving how and where your website links get shown in search engines like Google. If your website is not optimised for organic search it's unlikely to receive many visitors.
You can think of SEO as buying your house as opposed to PPC which is more akin to renting. SEO and Paid Search (AdWords etc) work well together but when you stop your paid Ads, traffic to your website ceases. An optimised site will continue to attract relevant visitors and these clicks are free. For those reasons, it makes sense to start seriously thinking about SEO. Still not convinced? The following will get you to change your mind:
SEO helps you get quality traffic to your site and reduces your cost per click if using paid search
Did you know that your website should still be optimised even when using pay per click? A properly optimised website will reduce your cost per click and improve the quality score of your campaigns.
SEO helps you to save money on your marketing budget
Some organisations spend a tonne of cash on advertising their brands online — part of those ad strategies usually involve pay-per-click marketing. SEO helps you improve your organic ranking in search engine results pages and organic search results found on the first page receive more attention from visitors than paid results. The click through rates are higher.
If your website is not visible anywhere in the results pages of Google than you can be sure your competitors are getting the traffic.
Even the most niche of markets face hefty competition online. A properly optimised website will ensure that you receive a proportion of the traffic searching for your goods or services.
Your target audience will trust what you have to say
Even if you're not selling anything as such, reaching out to an audience is hard. A proven way to achieve your goals is by instilling trust with those people. People trust Google to give them the right answers to their questions therefore a website returned at the top of Google's search results will confer credibility on your brand.
Results are measurable with SEO
It's easy to measure conversions and their sources using the right SEO tools. You can find out which keywords are the most valuable to your business and the searches that are driving visitors to your site, where those visitors are located and more. These insights are invaluable to your offline marketing activities.
So if your website is not properly optimised for search you're missing out and should definitely consider SEO as part of your marketing strategy.