What is SEO
Just in case anyone is unsure what SEO is all about, SEO or Search Engine Optimisation is the process used for growing both the quality and quantity of website traffic by increasing the visibility of a particular website or individual web page to users of a web search engine such as Google and today more than ever it is critical to the success of any online business or enterprise.
This is a question many SEOs and digital marketers face inside and outside their organisations. SEO has been around for more than a decade and a half and continues to make up a gigantic share of traffic for any successful websites.
So much so, that in a recent global study ‘organic search‘ was identified as the largest driver of web traffic for most sectors and a crucial component in helping to deliver that all-important revenue.
The power of SEO at driving organic traffic is clear, organic search usage and share are outpacing growth in many other channels. Organic and paid dominated web traffic in 2019. So the need to optimise your pages for SEO is going to be even more key in 2020 as the organic search will continue to rise well above other search traffic.
15 reasons for understanding the role of SEO in 2020
Below we’ve listed out what we believe are the fifteen most important SEO points you need to elevate, understand and position in your marketing mix in 2020.
- Channel Share. Current research suggests that fifty-three per cent of all traffic to websites comes from organic search. Organic search delivers the most traffic to websites by a considerably wide margin.
- Search Share. On average, some 83 per cent of the traffic from search engines comes from SEO and only some 17 per cent comes from paid search.
- Share of Focus. Even though organic search accounts for the majority of web site traffic, a large number of companies continue to spend more money on paid search, in 2019 paid search controlled 15% of web searches.
- Long-Term Traffic Equity. While it’s true SEO does require an upfront investment. Once they’ve been earned, search engine rankings continue to have long-term continuance.
- Organic Traffic. Unlike other forms, SEO traffic has no media cost and can provide a substantial and measurable ROI – higher than most other channels. Search engines appreciate and reward content that is relevant to readers and written for them rather than for bots – hence why the need to focus on optimising for your target audience.
- Structure. The use of well-constructed SEO helps to organise your website and makes it easier for your visitors to navigate and transact throughout the site.
- Alignment. Marketing always works best when all channels are aligned and are delivering the same message – including organic search. The use of a multiple channel alignment strategy advances results across all channels.
- Brand Elevation. SEO success secures an increased share of voice in the search engine results pages, which is an integral component to the success of your brand and for creating consumer trust in your brand.
- Conversion. It is a recognised fact that SEO traffic often converts better than other channels since rankings often convey trust from the search engines, and while the paid search may help produce results quickly, it does lack authenticity and therefore should be paired with your SEO strategy
- Channel Synergy. While your other marketing channels generate demand for people to question, the search engine for products and services like yours. It’s vital to remember if your website is not there to collect the demand you spent money creating, your competitors will be only too happy to collect it.
- Market Consideration. Organic search is often a critical part of the research process, especially for products or services with a lengthy sales cycle. People tend to use search engines to generate a list of potential candidates for a product or service and then use them to collect opinions and reviews that help them make the buying decisions.
- Search and Social. While social media works in tandem with SEO; some queries are more sensitive to “fresh results,” and social signals, which can impact and determine the positioning within the search results. Social media is key to helping shape your brand’s presence online and drive traffic back to your site.
- Research. Continuous SEO research allows you to fully understand your user interests, which then allows you to build content that addresses and captures that interest.
- Content Distribution. By Concentrating on SEO and legitimate link building leads, it helps you to develop relevant, useful content that people want to share, and it encourages on-going digital word of mouth.
- Global Reach. By having a global reach, SEO can even provide you with dynamic translation and localisation that can help bring in new and unexpected customers from around the world.
The Final Word
Today’s switched-on marketer knows all too well that a resilient SEO strategy is by far the best way to appear at the top of the search engine results page and that the more search visibility your brand has, the more qualified traffic you can direct to your website.
So hopefully, the 15 reasons we listed here outlining why we believe the use of SEO should always play a prominent role in your marketing mix, will go a long way in helping you to focus and deliver the online results your brand deserves here in 2020.