The world of SEO is a complex, ever-changing one. Between Google’s regular algorithm changes and the shifting recommendations of SEO experts everywhere, it can be tough to put your finger on SEO. What are the basics? Why should you employ it for your business? And how?
Here’s what you need to know.
What SEO is and Why it Matters
SEO stands for Search Engine Optimization, and it’s one of the single most important facets of online marketing. Today, online business owners use SEO to improve their websites, increase the quality of their content, and draw more traffic. When conducted correctly, SEO increases brand exposure and boosts organic (non-paid) search results.
Don’t let the techy name trick you, though: SEO focuses on people just as much as search engines. In addition to making content easier for search engines to interpret and index, great SEO improves the formatting and structure of the material. This, in turn, makes it easier for customers to consume.
Taken together, these two facets of SEO make for high-visibility, high-earning websites.
3 Big Reasons SEO Matters for Your Business
Of all the digital marketing duties you could undertake for your business, SEO is one of the most important. In addition to helping ensure your pages show up correctly in Google, SEO has dozens of other benefits, including the following:
1. SEO Helps You Rank in Google
Today, Google handles more than 79% of all global desktop search traffic and receives more than 63,000 searches each second. This is why good SEO is so critical.
Today, SEO makes your web pages more “readable” for search engines, crawlers, and people, while the format of SEO content enhances web design. As such, it’s the best way to ensure your content ranks organically.
2. SEO Widens Your Site Reach
Google houses an estimated 130 trillion indexed web pages. Don’t let that faze you, though. A good SEO plan can help your site stand out, expand your brand’s reach, and target high-value keyword queries.
If you’re in a competitive industry, SEO is the perfect tool to help you get a leg-up on your competition and secure your position in your niche.
3. SEO is Free
While you can pay for SEO consulting or assistance, SEO itself is free. Unlike paid marketing, SEO doesn’t require you to shell out your hard-earned marketing budget. Instead, it’s free, and you can start it all on your own. Even better, SEO is effective. Today, 82% of SEO users say its effectiveness is on the rise.
Industry Data You Should Know
organic traffic boost by revamping and updating old blog posts with new, timely content and fresh images
of marketers report that improving SEO and boosting organic rankings are their top inbound marketing priorities
Increase in Google “near me” searches in the past year
Proving The ROI of SEO
You know why SEO matters and you understand why investing in it is essential, but that’s only half the equation. The other half of the equation is figuring out how to measure the ROI of your SEO and determine how, exactly, your SEO efforts are benefiting your business.
Demonstrating ROI is essential to get continued support for your program, and to direct your SEO efforts.
An Example of SEO ROI
Let’s say your goal of your SEO efforts is to get people to subscribe to your company’s email list. If 100 new people sign up in the first month, and even 25% of those people hire your agency, your conversion rate on SEO efforts is 25%.
Now let’s say that each of these customers spends about $700 in services. That would make the average value of each sale about $700.
The last step in determining your SEO ROI is to figure out exactly how much each lead is worth. You do this by dividing your total conversions by the initial number of people who subscribed to your email list.
For this example, you got 25 new customers, and they spent $700 each. That means you made $17,500. Divide that by your original 100 subscribers, and you get the actual value of each new lead – which is $175 – a pretty good SEO ROI for any agency!
How to Prove ROI
Here are a few primary tactics for demonstrating SEO ROI:
Track Your SERP Rankings
The best way to show SEO improvements is to track your SERP rankings. If you’ve been targeting specific keywords in your SEO efforts, the end result should be pages that rank higher in the SERPs. Tools like Moz can help you track your SERP results.
Track Traffic Growth
Want to prove the efficacy of your SEO efforts? Why not track your traffic? Good SEO improves overall website traffic and results in more visitors to your pages. If your traffic has not increased, it may be time to redirect your SEO efforts.
Conversions are another excellent method by which to track SEO conversions. While your traffic should have increased, you’ll also ideally experience a spike in conversions. This means more people are buying, subscribing, or hitting a critical CTA button after landing on your site.
Measure Against Your Goals
A critical part of a good SEO campaign is establishing goals for your efforts. Once you’re a few months into your campaign, take a look back at your goals and see how your efforts measure up. Are you meeting or exceeding your goals? How has your company benefited?
Real Case Studies from Clients
Want to see how well SEO works in the real world? Check out these case studies from our clients:
Worcester State University
“InThink helped us promote key attributes of Worcester State through use of compelling story telling. They were a hands-on partner in executing a series of videos, from planning through to post-production. Their staff were flexible, professional, and knowledgable about not only video production, but about marketing in higher education.”
USTA New England
“We hired InThink to do an inspiring video to get people back into the sport of tennis. We used this video to kick-off our largest conference of the year as well as in advertisements for our programs. The video drove social engagement and was an effective way for us to celebrate the sport with our consumers.”
“InThink provided us with a logical, achievable, measureable and sustainable plan to “showcase” our company. They are laser focused on implementing the correct steps to maximize the benefit of each marketing initiative.
Kham and his team have taken the time to understand our business and our vision for the future. They have an complete understanding of our preferred customer.”
Learning First Foundation
“The InThink team has helped our organization transform both internally and externally. Before working with them, we did not have a clearly expressed vision or brand and nor did we have the collateral materials necessary for fundraising as a nonprofit. Thanks to them, we now have not only visually appealing marketing materials (website, video content, logo, print material, etc), but these tools help us express our cause so that we are reaching our crucial fundraising goals.”
Attorney and founder of Sabra and Aspden PA
“As a busy attorney it’s difficult to get involved with my marketing and sales. The InThink team takes care of it all, and I have peace of mind knowing that they have my best interests. They do a great job keeping it simple, but yet execute complex strategies.”
Owner of Ace Wood Flooring
“I’ve been working with Kham and his team for several years, and they have been so involved with our business from sales to marketing to workflow. He’s really a part of our company and we couldn’t be happier with InThink.”