There are dozens of acronyms used in the marketing world, from CTA to CPM. The list can make you want to step AFK (away from keyboard). However, there is one acronym that sits high on the list of important marketing terms: SEO.
Search engine optimization, often referred to simply as SEO, is a term you hear often in the marketing world. Here’s a basic definition of SEO: a process that helps your site rank high on search engine results pages (SERPs) for increased traffic.
We’re not here to talk about the basics. By diving into the ins and outs of what SEO means in marketing, you can understand its role in your efforts and ensure that it’s properly incorporated into your strategies.
What it means to involve SEO in your marketing
Search engine optimization is one process that’s made up of many different aspects and categories. Here are a few of the main facets of SEO that can help you get the most out of your digital marketing efforts:
- Keyword research — For your website to be seen by the right people, you have to make sure that it’s relevant for those people. With keyword research, you can determine the needs and problems of the people who are searching for keywords that you can address. For example, if you’re a chiropractor, and people in your community are searching “how to fix persistent back pain,” you can tailor your marketing efforts, such as social media posts, to fit that keyword and appear on the SERPs.
- Content creation — One of the most effective ways to approach SEO is through content, such as blog posts, podcasts and videos. Content creation is vital to an effective SEO strategy because it showcases your business’s value by connecting it to the questions and concerns being searched for by your target audience. By creating content that is high quality and engaging, you can appeal to the search engine algorithm and have your content showcased on SERPs.
- Technical performance — An algorithm won’t rank sites high on SERPs that aren’t easy to use or kept up to date. SEO often involves focusing on the performance of your website, such as page loading speed, user experience and mobile-friendliness. That’s why it’s important to perform tests like technical audits to ensure that there aren’t any problems being overlooked that can be affecting your SEO performance. Plus, when your site is efficient and engaging, you’re more likely to increase conversions.
Why SEO is an effective marketing strategy
We already mentioned briefly that SEO helps to bring traffic to your website by helping it be high up on the search engine results pages. However, the benefits go far beyond gaining some clicks. More than 55% of business-to-business (B2B) marketers believe that SEO is the most effective form of digital marketing.
SEO is all about making sure your website finds its way in front of the eyes of your target audience when they search for a relevant keyword. It can help your metrics in a variety of ways, including:
- Increasing quality leads — While you want to send a wide net for potential leads, it’s important that you focus on targeting the users who are most likely to convert and become customers. With SEO, you’re being seen by users who can actually gain value from what you do because they’re specifically looking for it.
- Boosting brand visibility — Brand awareness makes a significant difference in getting traffic and conversions. When you’re seen on SERPs for relevant keywords, people will be able to start recognizing your brand and associating you with their current or potential issues.
- Establishing credibility — You want to be seen as more than just another site on a SERP. You want your website to stand out from the rest by being credible and authoritative in your field. The search engine algorithm lifts and highlights websites that are seen as trustworthy in their space, which boosts your online reputation.
Want to attract new visitors to your website through SEO? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.