Search engine optimization, or SEO, plays a pivotal role in the success of any digital marketing campaign. SEO will bring a website to the top of a search engines’ rankings, increasing visibility, relevant traffic, and conversation rates. All of this is achieved through accurate use of SEO practices to suit search engines algorithms.
What is Digital Marketing?
Digital marketing has been around for decades. It is an umbrella term used to describe the promotion of a product, business or service on a digital device. Search engine optimization, email marketing, content automation, display advertisements and social media marketing are all subsets of digital marketing.
As technology has evolved, so has digital marketing. With less focus on radio adverts with catchy jingles, digital marketing campaigns now look to improve a website’s visibility and relevance to make sure it stands out in a sea of competitors.
What is Search Engine Optimization?
SEO is a technique used to increase a website’s traffic, which in turn, will benefit the site’s ranking on a search engine. While the focus of SEO is pretty straightforward, there are many specific methods of achieving high click-through rates and ranking high. SEO can be further understood by breaking it down into two categories:
1) On-Page Optimization
This focuses on improving a website, this might involve: improving loading speed, making the website more mobile-friendly, increasing the use of keywords, creating more relevant content, or making the site architecture more crawlable.
2) Off-Page Optimization
The focus here is link building; simply put, the more reputable sites that are linking back to the website, the more the search engine is going to consider it respectable and trustworthy. However, it is worth noting that simply increasing backlinks will not be that effective. Too many links from untrustworthy sites can have adverse effects, actually hurting a site’s chance at high search rankings. To ensure that both on and off-page optimization is being used correctly, many businesses employ an SEO agency.
The Effects of Ranking High
Most people are aware that the higher a site is on a search engine, the more people will click on it. However, those who aren’t aware of the exact figures might be unaware of just how important ranking is, particularly in regard to customer perception and sales conversations.
Studies have shown that there is a 20-30% drop in click-through between the 1st and 10th rankings. While this decrease alone is not all that shocking, it really makes a difference when it comes to sales. There is on average a 90% fall in conversation rates between the 1st and the 10th websites on Google. However, rankings not only impact the number of visitors and sales, but they also influence the way a site is perceived too. Researchers have found that internet users view the highest-ranking websites as earning their place by being an authority in their field and are therefore more trustworthy.
Not only does employing an effective SEO strategy bring short-term benefits, but it can make a real difference in the long-term health of business too. SEO can improve the customer experience while on a website, increase a site’s authority, drive more traffic, increase sale conversions and create a loyal returning customer base. This all means that when SEO is done right, it will promote sustained growth.