But, how do you attract your dream customers to your website? The one-word answer is: “SEO”.
A well-thought-out search engine optimisation strategy helps you attract, retain, and convert your prospects on autopilot.

In this article, we are going into the details of:

  • What SEO actually is
  • The ways it can benefit your business

Let's get started.

What is SEO (Search Engine Optimisation)?

SEO is an inbound marketing strategy where you put your business in front of the right audience on search engines like Google.

“Inbound” just means that you attract the right kind of people to your business using relevant and great content. The opposite of inbound is “Outbound”, where you put your business in front of prospects using paid ads (for instance, Google ads).

SEO has multiple sub-branches, and each one of them deserves a special mention here.

On-Page SEO

When you optimise your website’s content for search engines, it’s called on-page SEO.

This can include your page’s:

  • Title
  • Headings and sub-headings
  • Paragraphs
  • Meta description
  • Images
  •  And, more

Off-Page SEO

Includes everything that an SEO specialist does to promote a site on digital platforms.

Off-page SEO includes:

  • Creating backlinks
  • Increasing social media presence
  • Encouraging branded searches
  • And, more

A backlink is simply a link from another site to your web page. It’s like a vote of confidence from a webmaster that your site’s content is worth sharing.

Technical SEO

SEO strategies that help Google crawl, index, and rank your site on its search engine fall under technical SEO.

It includes:

  • Submitting yourURL to Google and Bing Webmasters
  • Keeping URLs clean and SEO-friendly
  • Designing and keeping a site responsive (Mobile-friendly)
  • Eliminating duplicate content
  • And, more

Clearly, there is a lot that goes into SEO, which is why you are better off working with an experienced SEO professional.

Now that you have a good idea of what SEO is, let’s move on to the next important question.

How Can SEO Benefit Your Business?

One of the Highest Return On Investments (ROI)

Probably the best thing about SEO is: It doesn’t hurt your marketing budget.  

Of course, you do have to invest your time in identifying growth areas, studying the competition, and keeping your content better than theirs.

But, unlike most other marketing strategies like pay-per-click ads, SEO doesn’t have to cost you anything.

Therefore, any leads and sales you get from search engines turn into plain profit.

Long-term Organic Results

With organic SEO, you just need to rank on search engines once. Relevant traffic then lands on your site without you having to do anything.

Whereas, your traffic drops to zero as soon as you pull the plug on paid advertising.

But, of course, you do need to put in the effort and work initially to rank your site on the first page.

Builds Brand Awareness

People tend to trust Google search; and, your website gets some of that trust when it gets ranked on Google’s first page.  

Effective SEO strategies can put your site on the first page of Google, which maximises your business’s exposure.

The more visibility your business website gets on search engines like Google, the better it is for your brand’s awareness.

Plus, when your site appears on Google more frequently, your prospects start trusting your business, which can easily lead to brand loyalty.

Let’s You Attract a Variety of Audience

Producing quality content around relevant keywords lets you attract the right kind of traffic to your site.

SEO lets you rank for keywords with varying intents, attracting prospects with different customer journey stages.  

For instance, you can produce content on commercial keywords (e.g., best monitors) and generate sales.

Or, you can produce informational content and build your email list.

Maybe your goal is to build your brand’s awareness with content. SEO can help you do that as well.

The most important thing is that you find the right keywords, produce top-notch content around them, and follow SEO best practices.

SEO is Trackable

Regularly tracking your marketing strategies is important to keep moving in the right direction.

Without actionable data, you would be taking a shot in the dark.

Fortunately, you can track your SEO efforts just by installing a couple of free software on your site: Google Analytics and Google Search Console.

Here is what you can track with Google Search Console:

  • The sources of your traffic
  • What keywords you are ranking for on Google
  • What’s your click-through rate from the search engine
  • And, more

Google tends to rank sites higher that are optimised for mobile phones. You can track your site’s mobile friendliness with the above tools.  

Users Prefer Organic Results Over Paid Results

People who use Google to find stuff tend to prefer organic results over paid results. You can understand this user behaviour by understanding banner blindness.

Banner blindness (or ad blindness) is when someone consciously or unconsciously ignores advertisements.

So, even though paid ads appear above organic results on Google, most people click on organically ranked websites.

SEO Improves Your Conversion Rate

When you target the right keywords, you attract high-quality traffic to your site. And, when your site follows SEO best practices, your visitors don’t leave without acting on your offers.

This means that you are able to convert most of your website traffic.

But, of course, to make that happen, you do need to have the right SEO strategies in place.  

Final Thoughts

SEO is a simple concept; you optimise your web pages for search engines in order to attract maximum relevant traffic to them.

It has essentially three sub-branches:

  • On-page SEO
  • Off-page SEO
  • Technical SEO

You can create the best-looking website, but if it’s not optimised for search engines like Google, no one would know it exists.

Here is a quick recap of the benefits of SEO for a business:

  • No need for a hefty marketing budget
  • Brings long-term results on autopilot, with one-time efforts
  • Builds your brand’s awareness and credibility
  • Attracts the right kind of traffic at scale
  • Boosts your conversion rate
  • Is trackable
  • Consumers trust organic search engine results more than paid results
  • And, more

So, if you haven’t been utilising SEO to grow your business online, now would be the time to get started!

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