What is SEO and Why is it Important?
What is SEO
Here’s a rather wordy definition of what SEO is..
“Search Engine Optimisation or SEO is a set of techniques and strategies aimed at ensuring your web pages are returned in search results when someone searches for information relating to the products and services you provide.”
The goal of SEO and SEO Services is to generate high quality traffic to your website from the search engines.
When you do a search on Google or most search engines, this is typically what you will see after you hit return on your search.
If you’re searching for a service in your local area, you will normally see a map section appearing near the top of the page and this pulls in results from Google maps.
This shows a list of three of the most relevant local businesses that match your search query.
Improving your visibility on Google Maps is often referred to as Local SEO.
Below the map section are what we call the “organic” results.
The map section and the organic results are what we’re concerned with when we talk about SEO.
These listings are earned, you can’t pay Google to appear in those positions.
At the top and bottom of the results page you will often see ads.
These ad spots are available to advertisers who bid on search terms and pay Google to appear in those positions through the Google Adwords product.
You will only appear in the spots if you pay Google and out bid other advertisers. Appearing here is not classed as SEO.
Why is SEO important?
We live in an age where our lives are influenced and often dominated by the internet.
If we want to find information, products and services, we pick up our phone and we do a search.
It’s vital for your business to show up in the search results when people search for products and services you provide.
If you don’t show up then who will? Your competitors! They will getting all the enquiries, leads and the business – not you.
Here are some stats that back up the importance of SEO:
93% of online experiences begin with a search engine.
Leads from the search engines have a 14.6% close rate whilst leads from traditional channels such as cold calling and direct mail have a 1.7% close rate.
These stats are so important and shouldn’t be ignored. Most businesses still opt for traditional advertising methods because it’s what they know and understand
But these methods are becoming less and less effective and more and more expensive.
And effectively what you’re doing with “outbound” marketing is you’re interrupting people as they go about their business with adverts and cold calls.
All in the hope that you’ll attract their attention and you might get someone who’s interested in what you have to offer.
Whereas inbound marketing techniques such as SEO result in your business and your content being visible to people when they are actively looking for the services and products you provide.
Finally, 70%-80% of people ignore the paid search results choosing only to click on the organic listings …. but that’s not to say that the paid ads are not important.
If you have the budget, we recommend you do both, but generally people click far more on the unpaid listings than the paid listings.