Why Search Engine Optimization Is More than Just Rankings


Has it ever occurred to you that running a business nowadays can be compared to taking part in a marathon? The distance is incredibly long and the number of the participants is great. You are pushing yourself to the limit to achieve the main aim – to be at the top.

It’s needless to mention that today your online presence is a must-do step to your desirable top. Unfortunately, a website by itself is not a complete solution of the problem. It’s only one piece of the puzzle. Having created a website you should put some effort to make it work on you and increase your income. And SEO is definitely one of the most important marketing tools to help you cope with this task successfully.

Does every website owner take the advantage of SEO? The statistics offered by Blue Corona in 2016 may seem rather unexpected and a bit surprising. 66% of small business owners say that finding new customers is their top concern. 40% claim that retaining customers is their priority. 43% consider that improving customer experience and retention is their top strategy to improve revenue growth. But only 17% are investing in search engine optimization!

Why do the majority of business owners ignore an excellent opportunity for acquiring new customers and raising their business profitability? Maybe, the only logical answer is that they simply haven’t realized their benefit from SEO yet. Let’s try to sort it out together.

SEO Promotes Your Visibility and Branding

According to the statistics offered by Biznology, 89% of customers begin their buying process with a search engine. While searching the web for the best proposal just a few searchers limit themselves with the first search results. As usual, they change the keywords related to your business in the search line several times and go on with the procedure.

If they come across your brand almost in every result of their search, natural curiosity will lead to the next step. Even if they didn’t initially pay attention to your website, they will finally click on it to learn more about your business.

SEO Favors Your Credibility

Your permanent appearing in the search results makes your potential customers subconsciously trust your brand. It increases the level of awareness in their minds that your product commands. Your potential customers scarcely realize it, but high search rankings make you more credible in their eyes. Consequently, they are more likely to deal with your business.

SEO Brings Targeted Traffic to Your Doorstep

It’s quite obvious that your visibility results in the growth of traffic to your website. Surely, traffic by itself can’t bring you any money until it is targeted. The importance of targeted traffic is evident and can’t be overvalued. It directly affects your sales and profits. SEO is a great tool to ensure that the vast majority of your website visitors do have some interest in your brand, product or service. That’s why there’s a big chance that you will benefit from their visit. Consequently, the higher is your targeted traffic, the more likely you are to succeed.

SEO Is the Primary Driver of Your Website Traffic

A BrightEdge study found that organic search drives 51% of all visitors to business-to-business and business-to-consumer websites, whereas paid search drives 10% and social 5%. It’s needless to comment on this – figures speak for themselves.

SEO Assists Usability

SEO is not limited by search engines ranking. First of all, SEO focuses on your users. According to Social Media Examiner research held in 2016, 62% of business-to-business marketers and 51% of business-to-consumer marketers have already optimized their blogs and websites for mobile in order to improve SEO.

Search engines always try to provide their searchers with the best possible results. That’s why they tend to put higher the websites that satisfy their visitors. They make their conclusions about the quality of the websites on the basis of meta information about how visitors interact with them. To put it simply, they demand that a website should “keep fit” if you want it to take a top position. So, optimizing your website for search engines you don’t have a choice. You have to take into consideration the factors search engines pay attention to.

SEO Makes You Go with the Times

SEO makes you stay in-sync with the latest developments not to fall behind. For instance, a couple of years ago someone could hardly imagine a website page loading within 3 seconds on his mobile device.

Nowadays it is real due to the AMP project. Furthermore, by March 2017, there have been already more than 1.6 billion AMP pages published. So, nobody will deny that the progress advances on giant speed. And if you can keep up with the changes it introduces, then it’s for your benefit.

Why Search Engine Optimization Is More than Just Rankings

SEO Gives You a Better Understanding of Your Potential Customers

While developing your SEO strategy you have one more time to think over your customer personas (generalized portraits of your ideal customers). Deep understanding of your potential customers is of vital importance when it comes to customer acquisition and retention. It will help you make your website customer-centric and provide your visitors with custom-tailored experiences.

SEO Can Help You Outrace Your Competitors

You should never forget that the competition in business is incredibly tough. SEO gives you a real chance to become a leader in this race. If your competitors aren’t among that 17 % investing in SEO mentioned above, it automatically puts you ahead of the competition. The search engine optimized website is always more likely to have more customers and make more sales.

SEO Success Can Be Measured

They say “If you can’t measure it, you can’t improve it.” It doesn’t concern SEO. There are some freely available tools to measure the revenue and profit organic search brings to the business. One of them is Google Analytics. It can help you paint the full picture by determining the top landing pages for search traffic, keywords driving the most traffic, top exit pages and much more. This knowledge gives you an opportunity of thinking over and improving your SEO strategy.

SEO Results Are Long-Lived

Compared to any kind of advertising, the effects of SEO are durable. They don’t suddenly disappear if you stop paying for them. Even after you cease your SEO work, your website is still able to rank high.

“Remember, SEO is a never-ending process,” says Jason Bayless, the owner of BestSeoCompanies.com. “If you’re not moving forward and improving your position, you’re losing ground to a competitor who is”.

To sum up, if you are a sensible and smart person (and you definitely are if you are running your own business), we hope that now you’ll think twice before saying that SEO is not important for your website.

You won’t hesitate anymore whether it is worth spending your money on. Surely, you’ve already realized that this money isn’t a waste. It is just a reasonable investment that will increase the profitability of your business and your income.


About the Author

Julia Blake is an experienced writer of many articles related to web design and development, usability, trends, inspiration, etc. Currently, she works as email marketing specialist & social media manager atMotoCMS but likes discovering new things all the time and sharing her knowledge with others. Follow Julia on Twitter.

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