As 2021 is kicks off, businesses are taking stock and setting their sights on the growth that lays ahead. 2020 was historic year of disruption, upheaval, and change for everybody. The companies that best navigated these changes benefited greatly from the unique opportunities that presented themselves.
As we sit down and reflect on 2020 and put a plan together for 2021 it is a good time to consider an element that should be a core part of both your marketing and online strategy – Search Engine Optimisation (SEO).
An often overlook part of a business’ marketing plan, SEO holds many advantages over other forms online marketing. Whist it may not considered sexy or glamorous compared to other forms of gaining web traffic, such as Social Media Marketing, Paid Ads or Influencer Marketing, SEO is highly important when it comes to gaining new customers for your business. Why? Because it works!
Not only does it work, when compared with other forms of digital marketing, SEO has incredible long term ROI (Return on Investment).
What is SEO? SEO is the process of increasing the quality and quantity of traffic a website receives from organic search engine results (aka – Google). When a customer uses Google to search for keyword terms relevant to your business you want your business to show up in the results. Not your competitors!
This article will examine 5 Reasons why SEO should be a core part of your marketing strategy for 2021:
- SEO targets quality traffic
- SEO builds trust and credibility.
- SEO encourages a better User Experience
- SEO is measurable
- SEO is a Zero-Sum Game.
SEO targets quality traffic.
The traffic generated from organic google search results is of the highest quality. When customers are searching Google they have a problem they are looking to solve. These people are motivated buyers and are exactly the types of people you should be targeting! They are actively looking for your products or services, be it they are looking for a new BBQ, a plumber, a restaurant or an experience.
When searching google people are in a ‘buyer’ mindset because they are looking to take action to solve their problem. This is different when people are using social media platforms as they are in more of a ‘scrolling’ or ‘entertainment’ mindset and don’t necessarily have an immediate problem to be solved. Website traffic in a ‘buyer’ mindset are more likely to make enquiries, book an appointment and buy!
“28% of local searches result in a purchase.” (Google)
SEO builds trust and credibility.
Being ranked at the top of google builds credibility with your target customers. One of the most basic sales principles ever states that people buy from companies they know, like and trust – SEO is a key part to being known, liked and trusted online.
“65 percent of people see online search as the most trusted source of information about people and companies.” (Forbes)
SEO encourages a better User Experience
One of the key ranking factors the Google Algorithm uses, to rank websites, is the amount of time a user spends on each page of your website. If someone spends longer on a page that gives a positive signal to the Google algorithm that the page leaves the user with a good user experience and therefore that page is likely to rank higher in future Google searches.
User experience is all about creating a website that is easy to navigate and presents content is a way that best engages with the consumer. As part of the SEO process the following are some examples of the areas optimised for a better user experience, site navigation, page headings and site speed.
“53% of mobile users leave a site that takes longer than three seconds to load.” (Google)
SEO Results are Measurable
It has never been easier to check review your SEO campaign results and ensure your strategy is working. With this data not only can you improve your SEO, it can also help you find out important information about your audience – where they are, what interests them and what they are looking for. Better data = better decision making.
There are some free tools created through Google that can help with this. The two most important tools are Google Search Console and Google My Business.
Google Search Console shows data such as search terms, best-performing pages, mobile issues and indexability. Google Analytics shows data about audience location, what devices they use, which content is performing well and much more. Using this data, it is easy to see exactly how SEO is helping your business grow.
SEO is a Zero-Sum Game
There can only be one top search result in a Google search. Two websites cannot both be in the number 1 position. One must be first and one has to be 2nd.
As your website moves up the search results, not only do you gain more traffic to your website, you also are reducing the amount of traffic going to your competitor’s websites. As such, as your benefit from your competitors are left worse off. You are having your cake and eating it!
One thing that will not change in 2021 is the importance of SEO for gaining web traffic. If your website isn’t at the top of the Google search results, do you even exist?!
If you aren’t getting the web traffic you expect or your competitors are appearing above you in the search results it’s time to look into implementing an SEO campaign.
With the implementation of an SEO campaign you should see a measurable improvement in your search results, web traffic, enquiries, phone calls and sales. It can take time for your website to build trust with Google and to see the results of an SEO campaign.
This is just a quick overview of some of the benefits of SEO for your website. These points only just scratch the surface, the list could go on and on. If you’d like to grow your business and reach new customers SEO is a must. If you haven’t started or are still confused about where to begin, we can help! Get in contact or if you would like to book a meeting with us to discuss your digital marketing.
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About the Author: Peter Austin
Peter is a business partner at Straight Up Digital with a wealth of experience in helping businesses maximise their potential online. When away from the office Peter enjoys sailing, camping and adventures
About Straight Up Digital
Straight Up Digital is a full service digital marketing agency based in Burleigh Heads, Gold Coast, Australia. We specialise in Web Design, SEO (Search Engine Optimization), Social Media, Paid Ads (AdWords & Facebook Ads), Email Campaigns and Video Marketing.
Straight Up by name. Straight Up by nature. We prefer to tell it how it is and we aren’t afraid of the difficult conversations with our clients. Our goal is to become the most transparent and results focused digital marketing company of the third millennium!
We have been helping businesses for over 10 years across a variety of industries including restaurants, real estate, construction, manufacturing, certified trades, professional services, podcasts and events.
Whilst based on the Gold Coast we service clients all over Australia and around the World. If you have any questions about your website, social media or lead generation please get in touch.