SEO has become one of the most important aspects of digital marketing. No matter whether you run an international corporation or own a small online business, you should understand the difference between organic and paid traffic and take advantage of SEO to get free exposures and attract potential customers.
SEO, which stands for search engine optimization, is the process of improving a website’s content and web pages in order to improve its position. When users search for terms or keywords and click on a certain result, website, or page, it can move that result up in the ranking on search engines. Google use a variety of metrics to measure how relevant and high quality your website is. While the exact mechanism of the algorithm remains a secret, digital marketers have established proven ways to methodologically improve search ranking.
And why is SEO important? Because according to statistics shown in 2020, 93% of online experiences start with a search engine, and 75% of people never scroll past the first page of search engines. Not to mention a huge percentage of people's interactions with the web starts with a Google search. Therefore, when your search result goes in the first few pages, your website will easily get more free traffic.
⏩ You can learn more about how SEO works from this video:
SEO is organic traffic because you're not paying the search engine companies to bump up your ranking. The alternative of organic traffic is paid traffic, which comes in the form of paid advertisements on search engines, social media, or other online platforms. While paid traffic can offer a reliable way of boosting your traffic as it is proportional to how much you spend, investing in organic traffic is key to establish a successful online presence. It takes a longer period of work, but the reward will be much more long-lasting and cost effective.
Of course, the best strategy is often to leverage both methods as they have synergetic effects. But this post will focus specifically on SEO and we may talk about paid advertisings in another post in the future.
Here are the 3 major benefits with improving SEO:
A Better ROI (Return on Investment)
Improving SEO requires optimizing both the user experience and content on your website, which Google cares about in its algorithm. The work to improve the website doesn't cost extra money and would make the website more attractive to visitors from any sources. So it is universally beneficial and would even improve the conversion rate for people from paid ads, which is a win-win.
Customers from organic sources also tend to have higher intent since they deliberately searched for certain keywords and clicked into your website, not lured by certain ads. Those customers are more likely to go down your sales funnel and make actual purchases. In this way, you spend less but potentially get a higher conversion rate, which means a better ROI.
Increase Traffic in Exponential Growth
If you start to pay for traffic, the amount of traffic you get is limited by your budget. Depending on different industries, every page view and every impression can get very expensive in the ad bidding process, not to mention potential losses from fake clicks by your competitors or some boring people.
However, with SEO, you can improve your website’s ranking just by improving the website and content. You have control over this result and every website has an equal chance to be on the top 3 pages of search results once the owner takes the effort. The higher your website ranking becomes, your traffic will start to grow exponentially which would then also speed up how fast your ranking improves. This virtuous cycle of growth will bring you a lot of free traffics.
Interact with Your Customers
SEO helps business owners establish a positive cycle of long-term interaction with customers, just like creating a community of regular customers. When they actively search for information, your website will show in the most obvious spot, allowing them to get relevant information and generate clicks. The difference in online advertising is that those ad contents emphasize too much on sales or promotion, which only establishes a short-term connection with a customer. Even if the user is only looking for information, but not interested in purchase this time, the budget would still be expensed. Also, if the user happens to click on your ad and realizes this is not what he/she wants and leaves the website in a very short time, that causes a high bounce rate. This action not only damages your website ranking and also creates a bad impression on your brand. After all, we always want to get relevant and accurate answers or solutions to our searches.
To summarize, by now you should see the clear advantage of improving SEO and how it can be critical for your online business. Kiwi Sizing will continue to share more information about digital marketing and SEO to provide operation strategies for online business owners.
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