5 Reasons to Invest in Search Engine Optimization in 2019
Still on the fence about incorporating SEO into your marketing plan in 2019? You can't afford to stay in the dark forever. SEO is ever evolving and 2019 is no different. In fact, most experts say this year will be the year search engine optimization experienced another huge shift.
This blog post will give you five reasons to invest in SEO services for your brand. By the end, you’ll be ready to join the savvy marketers and start leveraging search engine optimization in your marketing efforts.
1. Your Competitors Are
The first and most obvious reason: Your competitors are probably already investing in SEO. More now than ever, brands are getting smart to what it means to operate online. They know that SEO is a long term game and make sure to set part of their marketing budget aside for it. If you examine your top three competitors and noticed optimized metas, a healthy link profile, and increasing organic traffic: They are probably investing in SEO.
To get an idea of what your competitors are doing, use tools like Uber Suggest to see how many keywords they are ranking for and what pages on their website are responsible for those keywords. Ask yourself, "Do we have something similar on our website?" Better yet, ask, "How can we do it better?"
2. Your Organic Traffic is Tanking
In 2019, a lot of what SEO work details is ensuring a good user experience. User experience defines what it’s like for a person to use your website. Now more than ever, the days of picking a keyword and running with it are not going to be good enough to succeed. Search engines are looking at more than keywords -- they’re looking for the website experience that will satisfy the user.
For example, you want the sequence your website follows to work for users: If they click contact now, they should be able to fill out a form or call your business -- now. If they’re watching a video or taking a survey, they should get exactly what they expect.
That includes everything from page speed to the content. If you’re one of the many business owners with a website that’s been dropping off over the last six months, now is the time to consider at least optimizing your website for user experience. Tools like Google’s Pagespeed Insights and GTMetrix’s site audits can help you identify areas where you need to improve.
3. You’re Tired of Spending a Ton on PPC
PPC (pay-per-click) may never disappear out of your life entirely, but you can drive down the cost with an investment in SEO. In fact, a lot of major brands looks at SEO as a way to drive down ad spend. After all, why continuously pay to have your ad served when you could show up number one for the queries driving traffic to your website?
Smart brands create search engine optimization strategies that work to lower the cost of their ad spend and spread their reach. As they rank for more keywords they’d typically pay for, they can move on to new keywords and garner more of the industry interest. Some will even start to reduce spend after they get their desired keywords in the top three positions.
Better yet, if you’re able to create a page that ranks in the first position on Google it’s likely that they’ll favor your paid ads, too.
4. SEO Builds Your Brand’s Authority
There’s a reason why a handful of websites dominate the web: SEO. When you search for nearly any business related term, the top authority websites are going to have content ranking somewhere on page one of your search.
This is because authority websites that Google wants to rank know more than a few SEO tactics to get users what they want. The more energy you put in to search engine optimization, the more authority your brand will gain (assuming you’re using white hat tactics).
Authority can be gained through community, too. The simplest and most effective way to start building authority is through guest posting with other leaders in your niche. The best part? You can find a lot of opportunities to do so by talking to people in your industry. Chances are they want to build more relationships in their niche too.
5. SEO will Help Your Conversion Rate
The best SEO practices will encourage you to constantly reexamine your website for where you need to improve. This means that your website will get better month over month...Which also means you’re likely to see an increase in your conversion rate. Makes sense, right? A better website means a customer is more likely to complete a purchase. Sure, SEO standards may change but they always have one goal in mind: Creating the best user experience possible.
Examine your website and the purchase process. Ask your employees, customers, and strangers alike what they think of the process. Chances are, you'll learn a lot of ways you could improve the purchase process on your website. Wherever you see similarities across your interviews, try to make a change. Keep a close eye on your Google analytics when you do. I'm about 60 days, you'll be able to see whether your investment was worth the time.
What most people forget is that search engine optimization is a long term strategy. Unlike PPC and direct mailers, you won’t see an immediate return on SEO.
Most campaigns take 6-12 months to show their value. Even if you don’t get the results you were expecting from your campaigns, you’ve increased the value of your user experience and the number of keywords you rank for in the search results.
That improves the core value of your website as a digital asset. So, at the very least, try to take this knowledge and use it as a guideline for your content creation and design alike.