As a business owner or manager, you’ve likely gotten a solicitation phone call where a salesperson says they can get your business the #1 spot on Google. Anyone who has used a search engine understands the value of being in that top spot, which is probably why you didn’t excuse yourself and end the call. The salesperson’s pitch is technically feasible, but the devil is in the details (that were likely omitted)—you won’t be in organic results, rather in the paid ad section. While buying ads on the results page can be beneficial for certain businesses, search engine optimization is a far better way to reach highly qualified customers and increase brand awareness for your business.

What Is Search Engine Optimization?

Search engine optimization, also called SEO, is a digital marketing process where you increase the quality and quantity of traffic to a website or page through non-paid (also called “organic” or “natural”) search engine results. As search is one of the primary ways that people discover products and services online, ranking higher in search engines can lead to an increase in traffic to your website.

Despite its acronym, SEO is as much about people as it is about search engines themselves. By using SEO, your business is seeking to understand what people are searching for online, what products and services they are looking for, the associated words they are using, and the content they wish to consume. By knowing the answers to these questions, you can optimize the content on your website to connect searchers to the solutions your business offers.

How Search Engine Optimization Can Boost Your Business

Search engine optimization is a key part of digital marketing because searching is one of the primary ways that users navigate the web. For most websites, organic traffic will account for a large portion of their total traffic and will also be the traffic that converts.

SEO Is More Cost-Effective Than Advertising

SEO is one of the most cost-effective marketing strategies because it targets users who are actively looking for the products and services that your company offers. When your business appears at the top of a search engine results page (called SERP), the need for pay-per-click advertising become obsolete. Plus, when you have a search engine optimization strategy, you need not worry about traffic to your website disappearing as though your advertising budget ran out. With a little effort (and some money up front to pay for SEO costs) your business can get consistent traffic for free.

SEO Will Increase Highly Qualified Traffic to Your Website

By using analytics and reporting tools such as Google Analytics and Google Search Console, you will see a marked increase in the quality of traffic going to your website after you’ve begun search engine optimization. When incorporating SEO into your digital marketing strategy, it’s important to remember that you won’t see results immediately, just like you won’t see instant traffic drops should you stop using SEO. Rather, you will see steady increases as activities build off each other.

Search Engine Optimization Leads to Higher Brand Credibility

People trust that highly ranked SERP listings are reputable companies. By working to get your business into those coveted spots through search engine optimization, you will benefit from the trust people unconsciously place in search engines and the ranking algorithms used. It should come as no surprise that the further back you are in rankings on Google, the more people will be skeptical about your business. When Google dedicates its top organic spot to your business (especially if it lists other sub-pages in your website), no amount of advertising will top this endorsement.

With over 250 million websites on the internet, making a name for your business can be a challenge, especially if the products and services you offer are highly competitive. By adding search engine optimization into your digital marketing strategy, not only will your business stand out from the crowd, but you will also see your sales increase (thanks to the highly qualified traffic visiting your website). To learn more about how your business can leverage search engine optimization to grow, contact the digital marketing experts at Wren Interactive for a free consultation.