SEO and Your Company: 3 Reasons It Matters
SEO is extremely valuable in a number of situations. However, when it comes to needing to explain it to your business partners, stakeholders or even potential clients, things can get a little tricky. Luckily, this article puts things into perspective for you and focuses on three specific ways that SEO is valuable to businesses.
In particular, search engine organization has the ability to:
- Improve the overall user experience.
- Build a stronger overall brand.
- Contribute to an organization’s bottom line over an extended period of time.
1. SEO Can Improve the User Experience.
In today’s day and age, there is a lot of information that you must learn to become successful with SEO. If you want to work in the industry, you will find that you are constantly learning new things and adjusting your strategies in order to keep up with Google’s changes. In many cases, you may not even fully understand the changes that the search engine giant is making to its algorithm, but you use the information that they share to help improve your site’s position in the search engine results.
There are several different ranking signals that are used by Google in its algorithm. Over the years, Google has made several improvements and efforts to emphasize those signals as they relate to user engagement. For example, specific metrics, such as page load speed, time on site, dwell time, and pages viewed per session, now have greater importance than before.
SEO is more than building links and looking at high-volume keywords. Professionals in the SEO industry need to understand this and dig deeper into discussions regarding how to enhance the user experience utilizing new technologies that Google is wanting webmasters to become accustomed with.
What exactly are some of these new technologies? For starters, they include:
- Mobile responsive design (thanks to the mobile-first index).
- Accelerated Mobile Pages (AMP).
- Progressive Web Apps (PWA).
- Schema and Snippets.
Google is always on the move to evolve to try to align themselves better with the behavior of users. As they change their approach, it causes others who work in the same area to also make changes and to adapt accordingly.
This is where search engine organization can provide great value to any business. SEO professionals are always up-to-date on the latest trends and technologies.
SEO experts can offer ideas and insights on how to best take advantage and implement new technologies that will help them rank better in organic search results. By having an SEO professional in your midst, it means that you will always have an individual that is thinking about how the user experience can be improved on your website to meet and/or exceed the expectations of customers today.
Technical SEO can not only support the user experience, but also the development and engineering teams.
SEO experts know that it takes open communication and working with others member of an organization’s team – designers, developers, and engineers – to obtain success and create a solid foundation for a site before content can even begin to be developed. In other words, things like page speed, mobile responsive, and general structure need to be emphasized first.
2. SEO Can Build a Stronger Brand.
While SEO can assist with the technicality of your organization, it can also provide help on the marketing side of things. This is helpful since it is important to build authority for your domain and organization as a whole.
In order to have success with organic search, you must be able to understand the inner workings of Google’s algorithms. You must also understand your target audience so that you can create the most appropriate and relevant content that will appeal to them and your brand. You need to be able to set your content apart from everyone else’s.
It can help to have a SEO professional on your team, as they will know how to get visitors to your site from Google. They understand what is being search for on Google, and how to use certain tools to get users to your site with effective keyword research.
When you create a content strategy that is specifically based on relevant keywords related to your organization’s vertical, it allows you to appear as an expert in your industry. When you show up enough times in a user’s search results, you are seen as a trustworthy and authoritative source of information, which improves your brand image and creates loyal customers.
Users are constantly searching for answers to their questions and many of them are individuals being introduced to brand new verticals. Therefore, it is crucial that you are their first point of exposure and that you are provided with the first opportunity to answer their questions.
If you offer a good first impression and they have a positive experience on your website, then there is a good chance that they will come back to your website when they have more questions. Those types of repeat visits will have a positive impact on their personalized search results.
3. SEO Leads to Long-Term Success.
SEO experts truly understand how difficult ranking number one can be for any specific query, but they also know how enjoyable it can be. Ranking high in search results for any specific keyword has the ability to generate consistent traffic for the period of time that it is able to retain that particular position.
It is hard to rank for keywords in those top positions. It takes a lot of work and effort. This is why you need to focus primarily on long-tail keywords. In doing so, you can find many opportunities for consistent traffic that other individuals missed out on while also not having to deal with as much competition.
When it comes to focusing on long-tail keywords, however, you must know how to develop content that is engaging for your audience.
Organic search is based on search results that are the most relevant. You simply can’t go to Google and pay them to put your page higher in the search results. In addition, users have more trust in organic search results than the paid advertisement results.
Therefore, it is very beneficial to have someone on your team with experience and success in SEO and Google’s algorithm. With the changes that Google constantly rolls out, there is always a learning curve each time one of those changes comes out – and it seems that the ones who are able to adapt the fastest are the ones who have the most advantage over the customers.
Search engine organization, as a whole, can offer significant value to organizations because it provides a complete understand of the company’s business vertical, in addition to their internal teams and their customers.
For customers and brands, organic search has the ability to be that primary point of contact. This first point of contact can help bring more engagement from additional channels, such as social media channels and e-mail newsletters. If a channel is changing regularly, it means that it is constantly providing brand new opportunities for success. However, something like this requires continuous attention and someone with experience in order to maintain and to grow the business.