SEO- a term shrouded in mystery for many businesses- perhaps because the practice is constantly evolving to meet the expectations of search engine algorithms. And of course, algorithm updates are a mystery in themselves, because search engine companies aren’t always forthcoming about what these changes entail. SEO is the art of understanding how users search, what attracts users onto a site and what Google expects of a company to satisfy the previous two points.
So, in basic terms, Search Engine Optimization (SEO) is the process of implementing strategies and practices to improve a websites visibility, something which is vital in modern-day business as more and more customers take to their devices, rather than the streets, to find the products and services they need.
Because of the work and challenges SEO presents, many may ask themselves is all the effort worth it? Does SEO really bring value to my business? To answer bluntly, yes. SEO is perhaps the most valuable practice for businesses, regardless of their size, to generate sales.
The importance of SEO is apparent when you really think about it. SEO is applying expert knowledge of how Google works to benefit a site’s visibility. If you’re not visible on the first couple of pages of Google, you won’t get much business. Think about it, when was the last time you trawled past page two to find what you were looking for? It’s simply not enough to implement SEO practices into your marketing, you have to follow the right strategy (which utilises a wealth of techniques to enhance website authority). Having an awesome strategy for your business is the difference between driving tons of targeted traffic to your site or sitting in the back pages of Google collecting dust, amongst other companies with poor SEO strategies!
Just remember that Google isn’t changing its algorithms to penalise organisations, if anything- it’s quite the opposite! Google wants to create the best experience for its users, which subsequently results in your site only receiving the targeted traffic you need to convert.
So, why do people question SEO? Perhaps they’ve heard or experienced bad things from SEO companies who do not implement the best strategies? This can be remedied by using a company who truly understands the intricacies of SEO best practices and your company.
Or maybe they’re under the impression that good-quality content is enough to drive people onto their site? Algorithms will always favour good-quality content, so many marketers and businesses think that posting informative and engaging content is enough to drive traffic onto a site. Of course, high-quality content is beneficial, in fact, essential to building customer trust and engaging readers when they are on your site, but without the SEO foundations- how exactly do you expect them to find this content?
Of course, social media platforms will help assist targeted traffic onto the content (and site)- but think back to the last time you needed to find some information out, where did you look? Ah yes- good ole Google! (where would we be without it?).
Did you know that Google processes around 40,000 search queries every second; that’s a little over 3.5 billion searches a day?! The odds are that a couple of these searches are relevant to your business, and without the SEO to back-up your content (and site) authority, the high-quality content on your website will not receive the recognition it deserves. Interestingly, potential customers are more likely to find your website through high-quality content, so it’s vital that the foundations are in place to give your content a fighting chance against your competitors.
So, how do you install SEO into your marketing efforts? Some businesses may have the resources and knowledge in-house to implement into their campaign, but for many, having the time and know-how to incorporate up-to-date SEO practices into their online marketing can be a big strain on the company. This is where SEO experts come into play.
Here at Ducard, we work with a range of businesses from different sectors, of different sizes and with different goals. Our specialists work alongside each client to ensure that we find an SEO strategy that will be successful for your company, driving more traffic and generating more conversions. If you would like to discuss more about how SEO will work for you, get in touch with us today. We’d be more than happy to talk through the possibilities for your organisation.