Everybody’s talking about it, yet not everyone is doing it. “It” is search engine optimization (SEO). Search for your products or services by keyword (organic search). Do you rank? Surprisingly many businesses don’t think search engine optimization is necessary.
Let’s talk for a moment about what SEO is… defined by Webopedia, search engine optimization is the process of increasing the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP). SEO begins at initial website development and continues as an ongoing process. Search engine optimization requires a variety of techniques, including social media, to operate successfully.
Those businesses that don’t believe SEO is important, it seems fitting to address why this line of thinking is a fallacy. Businesses need website search engine optimization. Every website has a goal, usually more than one. The goal consistently cited that we will address is getting found!
Unless you are Michael Jackson, Astra Zeneca, Coca Cola, or Ford most clients searching for your products and services probably do not know your company exists. Therefore, they will never search for your business on the search engines (Google, Yahoo, and Bing) by company name. Instead prospective clients will search for products and services based on keywords. This is considered organic searching and SEO employs keyword techniques to help you get found.
When utilizing the search engines, prospective clients will receive search engine results reflecting company websites with the most effective use of keywords within the website copy, inbound links, alt image text, header tags, and regularly updated content. If at a minimum, you are not employing these basic SEO techniques on your company website, there is no chance your site will show up on page one of the search results. If the SERP returned 100 pages, you might get lucky to show up on page 100!
When searching the web, prospective clients, tend to respond most favorably to those websites returned on page one as the number one search result. A study from
Optify [PDF] supports this statement. The statistics show that 37% of Google users are likely to click on your website link if it ranks at number one in Google search results pages. The click through rate (CTR) dips to 12.5% for sites that rank at position two in Google. Additionally, the report says that the average click-through rate for websites on page one of Google is 8.9% and drops to 1.5% for sites that appear on Google’s second page of search results. This relates to the dollars and cents of SEO. Many companies express they are not prepared to pay for SEO services. The real question is can they afford not to?
Simply having a website is not enough. It is no longer a differentiating factor between your company and its competitors. To solidify and maintain an online presence you now must compete against your competitors for SERP. The reality, you can choose not to employ search engine optimization techniques, but you must realize that this is a benefit to your competitors. Customers will begin their search efforts for products and services by selecting the website with the highest page rank based on keywords. Is that your site?
For more information, contact Project Socialize today!