What Is The Meaning Of SEO, And Why Do You Need It?
By Matthew Barnes on December 11, 2019
SEO is one of those terms that some business owners struggle to understand. Digital marketers and Gurus all talk about it, and how important it is towards the success of your business. But what is SEO and why is it so important?
SEO refers to the improvement of unpaid results (known as "natural" or "organic" results) and excludes direct traffic/visitors and the purchase of paid placement.
In layman's terms, Search Engine Optimization (SEO) is how you get your website to show up on Google to your ideal customers all the time.
Yes, there are other search engines, but Google takes the lion's share of people's attention.
If your customer is always seeing your brand, products, and services in the search engine results pages (SERP) when they are in the buying mode, you are now on your way to 10X your sales.
We won't go in-depth in this short article, but instead, we will give you a quick working knowledge of the subject.
How Is SEO Different From PPC Ads?
Platforms such as Google Ads, Facebook Ads, Instagram, Bing, Outbrain all have services that you pay for when you want to put your brand in front of your customers.
Once you create an ad on a platform like Google Ads, and someone clicks on that ad, you get charged for the click, hence the term pay per click.
Pay Per Click (PPC) is the digital equivalent of giant billboard signs.
Even better, with PPC you can target your exact audience, making sure your ad dollars aren't being wasted. Something that can't be said for billboard advertising.
PPC is a great way to drive awareness, sales, and info about your products and services quickly.
You can attract a large audience in no time, you just have to pay for it.
Similar to PPC, with SEO you are getting your products and services shown to the right customer.
Like PPC, unless you know how to do it yourself, you'll want to pay an experienced digital marketing company to do all of that leg work.
The major difference is that with PPC, as soon as you stop spending money on ads, you don't show up for your products and services.
Think of PPC as paid quick results.
SEO, on the other hand, required patience. You typically won't see much if any results for around 6-12 months depending on your industry.
Less competitive industries most likely will see a quicker turn around time.
The beauty of SEO is that once a campaign is finished, you will experience results similar to PPC, even when you stop paying for SEO services.
Natural organic results are the bread and butter for many companies.
Why You Need SEO
SEO really matters, especially when your website is a significant revenue stream for your company. The fewer people that know about you, the less profitable you are unless you are an exclusive luxury brand with loyal followers. But even their websites require proper SEO.
Search engines like Google and Bing have software that crawls the Internet looking for fresh content.
Their objective is to find relevant sites and show them to people who are looking for what these sites have to offer.
Naturally, you'll want your business to show up at the right time to the right customer.
When you search for things on Google you generally check the first page, and maybe the second page if you are desperate.
Typically the results you see on the first page are all because of SEO best practices.
The first page is that coveted position, and more importantly, the first result on the first page is the holy grail of SEO.
Why? The first spot on the first page gets roughly 42% of clicks. The second spot is a mere 11%, the third 8% and it gets worse after that.
It doesn't take a rocket scientists to see why you would want to be on the first page of a search result.
SEO when done right, can have amazing impacts on your business no matter what industry you are in.
Proper SEO can make the difference between those companies that absolutely crush it year-after-year, and those who are struggling to get by. Don't let the latter be you.
SEO is constantly changing. You never want to set it up once and then never touch it again. Search engines are always adding new rules and penalizing deficiencies in web pages, such as a non-responsive design.
You need to stay up with the trends and be in the know. At least if you can't, hire an agency that does so they can help you.
Of course, SEO is much more involved than what I have written in this post.
It takes a lot of time and technical know-how to get the right results. Mostly, it requires patience, as you typically don't see results right away as you do with PPC.
But for those that can wait, the benefits are amazing.
Once you have your website made or redesigned, you'll want to make sure you are thinking about SEO.
You can't just set up a website, do nothing, and expect tons of traffic to start flooding in.
The best brands use a mix of SEO and PPC to maximize their ROI, and you should too.
SEO is the best way that I know of to help ensure your long-term success.