12 Reasons Why Your Business Absolutely Needs SEO
Many brands and businesses know (or think they know) that they need SEO for their digital properties, and the benefits they will get from that SEO work being implemented on their behalf.
SEO will certainly improve a website’s overall searchability and visibility, but what other real value does it offer? Why is SEO so important?
These 12 reasons should offer some clarity, regardless of the industry or business size, as to why businesses need SEO to take their brand to the next level.
1. Organic Search Is Most Often the Primary Source of Website Traffic
Organic search is a huge part of most business’s website performance, as well as a critical component of the buyer funnel and ultimately getting users to complete a conversion or engagement.
As marketers know, Google owns a significantly larger portion of the search market than competitors like Yahoo, Bing, Baidu, Yandex, DuckDuckGo, and the many, many others.
That’s not to say that all search engines don’t contribute to a brand’s visibility — they do — it’s just that Google owns about 75 percent of the overall search market. It’s the clear-cut leader and thus its guidelines are important to follow.
But the remaining 25 percent of the market owned by other engines is obviously valuable to brands, too.
Google, being the most visited website in the world (as well as specifically in the United States), also happens to be the most popular email provider in the world (with more than 1 billion users). Not to mention YouTube is the second biggest search engine.
We know that a clear majority of the world that has access to the internet is visiting Google at least once a day to get information.
Being highly visible as a trusted resource by Google and other search engines is always going to work in a brand’s favor. Quality SEO and a high-quality website takes brands there.
2. SEO Builds Trust & Credibility
The goal of any experienced SEO is to establish a strong foundation for a beautiful website with a clean, effective user experience that is easily discoverable in search with thanks to the trust and credibility of the brand and its digital properties.
Many elements go into establishing authority regarding search engines like Google. In addition to the factors mentioned above, authority is accrued over time as a result of elements like:
- Quality backlink profiles.
- Positive user behavior.
- Machine-learning signals.
- Optimized on-page elements and content.
But establishing that authority will do more for a brand than most, if not all, other digital optimizations. Problem is, it’s impossible to build trust and credibility overnight — just like real life. Authority is earned and built over time.
Establishing a brand as an authority takes patience, effort, and commitment, but also relies on offering a valuable, quality product or service that allows customers to trust a brand.
3. Good SEO Also Means a Better User Experience
Everyone wants better organic rankings and maximum visibility. Few realize that optimal user experience is a big part of getting there.
Google has learned how to interpret a favorable or unfavorable user experience, and a positive user experience has become a pivotal element to a website’s success.
Customers know what they want. If they can’t find it, there’s going to be a problem. And performance will suffer.
A clear example of building a strong user experience is how Google has become more and more of an answer engine offering the sought-after data directly on the SERPs (search engine results pages) for users.
The intention of that is offering users the information they are looking for in fewer clicks, quickly and easily.
Quality SEO incorporates a positive user experience, leveraging it to work in a brand’s favor.
4. Local SEO Means Increased Engagement, Traffic & Conversions
With the rise and growing domination of mobile traffic, local search has become a fundamental part of small- and medium-sized businesses’ success.
Local SEO aims at optimizing your digital properties for a specific vicinity, so people can find you quickly and easily, putting them one step closer to a transaction.
Local optimizations focus on specific towns, cities, regions, and even states, to establish a viable medium for a brand’s messaging on a local level.
SEO pros do this by optimizing the brand’s website and its content, including local citations and backlinks, as well as local listings relevant to the location and business sector a brand belongs to.
To promote engagement on the local level, SEO pros should optimize a brand’s Knowledge Graph panel, its Google My Business listing, and its social media profiles as a start.
There should also be a strong emphasis on user reviews on Google, as well as other reviews sites like Yelp, Home Advisor, and Angie’s List (among others), depending on the industry.