Does Your Online Business Need SEO?
Does Your Online Business Have a Website?
Then the short answer is yes, your online business does need SEO.
If you want to increase your reach, sales and/or brand awareness, or if you struggle to reach your desired audience and convert them to customers, then developing a dependable SEO strategy is the way forward.
SEO is important for all online businesses.
What is SEO?
SEO stands for Search Engine Optimisation. In short, it is the process of increasing the likelihood that your website appears at the top of the results given by a search engine. For example, SEO ensures that your site is presented on the first page of a Google search that is related to your content. Following this, a sound strategy will increase traffic to your online business and help you beat your competition.
However, don’t be fooled into thinking that there is a magic recipe that you can use to boost your site immediately. SEO is much more complex than you might think and should be developed as a long term strategy. Search engines often change their algorithms, so there is no guarantee that your website will remain at the top. Furthermore, your traffic is unlikely to grow overnight, it will take time! This is known as organic growth.
Using SEO to Grow Your Online Business
Content Creation and Keywords
Whilst there are many complex ways in which you can use SEO to grow your business, one relatively easy solution is to create content. The more content you have on your website, the more likely search engines like Google will recognise you – i.e., the bigger your website, the higher the probability they will see you! It will also increase the amount of keywords that people can find you with.
Content creation should work in partnership with the nature of your business by targeting the relevant audience. Therefore, choosing appropriate topics and compatible keywords to use in your content will help them discover you – if your business sold make-up, you wouldn’t post a blog about the latest in car technology!
Isn’t There a Shortcut?
Many people don’t want to wait for their online business to grow and thus often resort to paid ads. These include, but are not limited to, PPC (pay-per-click), Google AdWords and Facebook Ads. Although ads can seem like a quick fix, they are more likely to build traffic without conversions. In other words, they attract people to your site but don’t help you gain customers.
Online ads aren’t as effective as organic search, much like traditional advertising
We’re not saying paid ads are a bad thing, they can be a vital part of your marketing strategy and can earn clicks. However, the traffic they provide is often lower quality and doesn’t increase conversion rates. In addition, paying for advertisements is often unsustainable long-term. Consequently, organic growth (SEO) is more important for quality traffic. Statistics show that 70% of the links that search users click on are organic, whereas the majority of users ignore paid ads.
The main difference between SEO- and ad-acquired traffic is user intent. Picture this:
You’re scrolling through Facebook on your lunch break. You’re not intending to buy a pair of doggy dungarees for your dog, but up pops an advert. It’s targeted towards you, because Facebook knows you have a tiny dog, maybe you have even bought it clothes in the past. However, you’re only scrolling through Facebook to check up on what Lilith ate for breakfast this morning. Therefore, when you click on the cute advert of a trussed up chihuahua, you’re probably just imagining what your pup will look like in them, rather than intending to make a purchase.
Facebook Ads can help build brand awareness and communities, but don’t generate great customer conversion rates.
In contrast, if you intended to purchase denim clothes for your pooch then you would most likely type “dog dungarees” into Google, right? If a business hasn’t worked on their SEO, then it’s unlikely to appear on the top page of search results. Even Google AdWords might not get you on top – there’s a lot of competition nowadays.
Developing an SEO Strategy for Your Online Business
As mentioned previously, there is no easy way to optimise your website and incorporating targeted keywords is definitely not the only action you should take. A reliable SEO strategy should employ a number of methods to grow your online business, such as internal and external link building; content planning, production and promotion; landing page optimisation; outreach; marketing; and evaluation and analysis.
There are, of course, things that you can be doing yourself to improve the SEO of your business. However, there is a difference between doing SEO and doing SEO well. Google even penalise some websites for breaking the rules – can you imagine being blocked from Google search results?!
Here at Digital Guruz, we have a team of experts that understand your market, competitive landscape and business goals. Let us do all the hard work for you, to make sure your website is optimised to get the best results!
Book in for a chat with our founder and digital strategist Joshua here.