Why invest in SEO: 8 reasons to optimize an SEO strategy

What added value can be offered to your company, regardless of the sector or size it operates in, when choosing to invest in SEO?

Is this 21st-century mantra just the result of the latest digital trend, or asking “Why invest in SEO” can actually make a difference in a business strategy?

Let’s try to understand the reasons why it is important for a company to invest in good SEO and, so to speak, take its brand a step ahead of others.

What is SEO

SEO (Search Engine Optimization) is the set of activities implemented on websites to increase their presence, visibility, and ranking on search engines in order to channel more return traffic to the site.

In essence, it allows appearing in the top positions of natural (organic = non-paid) searches on Google or other search engines, at the expense of competitors!

In other words, the SEO friend gives you tips to expand your business, making it more visible and appealing.

why invest in seo for your company

Source: Search Engine Land: Periodic Table of SEO Success Factors >>> Click on the image to enlarge

When did we start thinking in terms of SEO?

Why do people search on the internet… using Search? Users initially searched for documents or things, but today they seek to solve problems, accomplish tasks, in short, “do” something.

Booking a restaurant, buying a concert ticket, trying to learn the latest lyrics of Ed Sheeran before screaming absurd words at the stadium with the corresponding public shame!

Or, as B. Gates called them, verbs.

When a user starts a search, they are really embarking on a journey of the infamous “consumer journey” that identifies, in marketing terms, the user’s path from the beginning to the end of their task.

Most of these journeys start with a search. In recent years, the consumer journey has gradually taken on a more significant role in search.

Originally represented as a funnel where users move from awareness to consideration for purchase, this old journey (for the consumer) has become obsolete, undergoing evolution.

The modern consumer journey no longer represents a funnel but rather resembles a mad monad, with various twists representing the various channels, means, and devices with which users interact today.

Users can now start a search on their mobile device, continue the search on their laptop, and make a purchase from their desktop at home. Search is not limited to just computers or phones.

You can now search from a variety of devices, including watches, smart glasses, Bluetooth speaker assistants, and even kitchen appliances.

So that even our refrigerator has its own Twitter account and occasionally calls us!!!

As a result, SEO experts and, therefore, search marketing must be fully aware of how various devices relate to each other and play a role in the user’s search experience.

To adapt to this new model, search has had to evolve from simple words on the page to understanding the user’s intent in each stage of the journey.

Search is no longer just about keywords but has evolved to provide the right content to the right user at the right moment in their journey to help them fulfill their intent.

SEO has thus transformed into “real marketing” and should always focus on fundamental actions:

  • Understanding people
  • Data-driven insights
  • Content strategy
  • Technical problem-solving

 

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Research is important because users are important

As technology continues to evolve, SEOs will constantly deal with new ways of searching, new devices to search on, and new types of searches (like voice search or searches performed by my washing machine!). 

However, the one thing that will remain constant is the reason people search: to solve a problem!

Referring to the marketing model envisioned by Avinash Kaushik, Google’s digital marketing guru, called “See, Think, Do.”

In an interview, Kaushik said:

“I don’t focus on traditional marketing frameworks such as awareness, consideration, loyalty, and purchase – I have a strong aversion to them.” So, I created a new one. I call it “See, Think, Do.” Instead of thinking selfishly as a company, you have to think from the consumer’s point of view. … Every single person in the world is in one of these four buckets [see, think, do, care (Care: for loyal customers)].”

new ways to search

Why you can’t afford to ignore this new approach

Without an understanding of what your audience is trying to do, SEO strategies today can be insufficient and too tactical.

Utilizing incorrect strategies leads to the measurement of inaccurate metrics. As Kaushik emphasized:

“Exceptional content and a successful marketing strategy across the See-Think-Do-Care stages are crucial, as without them, data becomes nearly irrelevant.”

In an era where search engines are becoming smarter at identifying web pages that answer the audience’s intent, you cannot afford to overlook models like intent-based optimization and See, Think, Do.

Without it, the chances of a site’s online visibility will become slim.

Why invest in SEO?

Investing in SEO intercepts many practical reasons that will undoubtedly improve the search and overall visibility of your website, recognizing it as an added value!

Let’s not underestimate the fact that Google provides Google Tools, free tools to focus on the Search Intent of the customer type.

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Organic search is often the main source of website traffic

The latest data indicates that over 85% of users who land on a website (and drive conversions) come from search engine searches.

Considering that Google is the most widely used search engine globally, holding approximately 75% of the overall search market.

Also, Google is the most popular email provider in the world (with over 1 billion users), and YouTube (a video channel owned by Google) is the 2nd search engine.

It is highly advisable to adhere to Google’s guidelines (Captain Obvious teaches).

Therefore, being able to appear among the top results in the SERP (Search Engine Results Page) will make a brand/company a reference point in terms of both visibility and reliability.

SEO builds trust and credibility

Search engines drive and shape the market: this is the fundamental postulate of SEO!

Transforming the typical day of a consumer in perpetual search (“for that helmet, I saw in a commercial during the derby but can’t remember the name, but I know the logo was blue!“) into a simple yet effective, quick yet value-recognized experience.

Credibility, trust, and authority are intercepted in the results.

Millions of searches with very different intents pass through Google every day, so to make the customer journey “friendly,” it is crucial to inform, reassure, and engage… after which the path to selling will be paved!

Yes, because being in the top results of Google’s 1st search page (or other search engines) means being considered a reliable resource by Google itself (!) and providing tremendous visibility.

Many elements contribute to establishing the authority recognized by Google (e.g., to a website).

However, one should never forget that authority is earned and built over time, requiring patience and commitment, just like in real life.

Below is a small preview of the focus of a good SEO campaign.

  • High-quality backlink profiles
  • Clean and effective user experience
  • Machine learning signals
  • Optimized on-page elements and content

A good SEO also generates a better user experience

Google has learned to interpret a favorable user experience or not, and a positive user experience has become a fundamental element for the success of a website.

Many underestimate the fact that having the best position in a Google search means giving users an optimal experience.

Google is increasingly a “response engine” that provides desired data directly on the SERP (search engine results pages) for users.

The goal is to offer users the information they are looking for in a few clicks! Quality SEO therefore incorporates a positive user experience, using it to work in favor of a brand.

Let’s never forget that today’s customers know what they want, and if they can’t find it, it’s a problem (especially for sales!)

Mobile searches and local SEO tools increase engagement, traffic, and conversions

The growing dominance of traffic through mobile devices has led to substantial changes in web structures:

  • It has mandated responsive optimization for sites (viewing from smartphones) under the penalty of Google penalization in organic search results.
  • Since searches from mobile devices are more geo-locatable, “local optimizations” have effectively been incorporated into digital marketing strategy: optimizing the website and content, including relevant local references (to location and industry), promoting the business on Google My Business, optimizing social profiles, and emphasizing user reviews on Google or other review sites contribute to appearing in the top results of local searches.

Local search is now a pivotal part of the success of small and medium-sized businesses, allowing people to find you quickly and easily, bringing them closer to trust in the brand and the final conversion.

local search strategy

SEO influences the buying cycle

Use SEO tactics (on and off-site) to communicate the value, uniqueness, innovation, and therefore the reliability of your service and/or product.

It allows you to quickly and comprehensively intercept customer searches, building a positive impact on the buying cycle.

Why investing in SEO works over time

SEO tactics require constant updates to deliver consistent results: Google’s algorithm is updated multiple times a year.

Therefore, to stay ahead and ensure lasting results, it’s essential to update websites with an SEO perspective.

Failure to do so may result in exclusion from Google’s new dynamics and, consequently, from the digital market!

Keeping up with SEO means staying informed about major ongoing changes on the web, new trends (especially from competitors!), and new search methods.

For example, searches can now be conducted through images, audio, and video, and optimization techniques can be applied to these as well.

Using SEO techniques is relatively inexpensive

Investing in SEO is not a marketing cost but a business investment, a long-term strategy.

Optimal SEO implementation can yield significant results in the first year, but these results will continue over time.

This is the added value of investing in SEO. The more time and effort invested in SEO, the better and longer a website will be a worthy market competitor.

The goal is to create quality content (content marketing) to pay less for a potential customer’s visit even over time.

 

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SEO optimization helps discover new opportunities

High-quality SEO activities will always find a way to discover and exploit new opportunities for brands, not only to be discovered but to shine.

It means immersing an SEO team in everything that makes up that company, revealing it in-depth, and making it shine in every niche.

Enhancing one’s comprehension of a brand opens up greater possibilities to facilitate its market penetration and success, a sentiment that holds true for the realm of SEO as well.

high quality seo opportunities

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If you want to delve deeper into the topic, analyzing technical aspects, Google algorithm evolutions, and new trends in the Search world, enroll in the SEO Specialist Course. Good strategy!

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