This article explains Why SEO is important, the advantages of sustainable optimization and why every website should be optimized for search engines.
What Is SEO (Definition)
Strictly speaking, “SEO” is merely an acronym that stands advertised for “search engine optimization” or the German “search engine optimization”. The term search engine optimization is understood to mean all measures that optimize a website or an online shop for better findability in search engines such as Google or Bing. In short, these measures can be divided into on-page and off-page measures On-page measures are all factors that are within your own here of influence on your website. This refers to things such as page loading speed, internal linking, texts, content, images, and much more.
Off-page measures, on the other hand, take place away from the website and focus on building relevant links to your website (also called backlinks). The goal of an SEO strategy is to sustainably increase the visibility and the number of organic hits via Google and Co. The following list reveals the advantages this can have over other online marketing channels:
10 Benefits Of Search Engine Optimization
1. Search Engine Optimization Pays Off In The Long Run
SEO works mainly in the long term. It is therefore hardly surprising that optimizing measures are particularly profitable in the long term. Regardless of whether a website or online shop is optimized itself or an SEO agency is commissioned to do so, in the long term huge amounts of PPC costs can be saved by accessing the website, which is primarily free of charge.
Of course, time and possibly money must be invested in content, texts, and other optimization measures, but this is extremely cost-effective concerning other traffic sources. Later more. The ROI (Return on Invest) of SEO can primarily be determined by impressions and clicks about the normally incurred CPC (Cost per Click).
Why SEO is important, can be particularly the following example illustrates: An online store sells dog food and is not yet on PPC (Pay per Click) Advertising instructed. The owner of the shop pays € 2.73 per click to Google via his Adwords account (fictitious example). The search volume is around 30,000 search queries per month, of which the operator only wins a part of the search queries because his monthly budget is limited. Through search engine, optimization the owner can reduce his Adwords bill in the long term with the same turnover. In this case, the ROI depends on many factors, such as the margin of the products sold and the budget used so far.
However, this fictitious example already makes it clear that SEO measures will pay off in the short or long term. How quickly depends on the respective niche, the competition, and not, her factors. Rapid amortization of SEO costs can be achieved by using so-called “low-hanging fruits . These are, for example, placements for relevant keywords just after the first page (about 11th to 13th). In some cases, these “page 2 placements” can already be increased to page 1 placements with a much higher CTR (Click Through Rate) through small but effective optimizations
The click rate of search results is determined in particular by factors such as the title tag or the meta description. The more conspicuous and relevant this information appears to the user, the higher the click rate. Last but not least, the most decisive factor is ranking.
2. SEO Increases Your Expert Status
Whether as an operator of an online shop, a blog, or as a service provider: Your expert st, as s increased through the right optimization. Giving answers to a certain topic, being findable, and sharing your knowledge with others: Nothing strengthens your reputation more than presenting your expertise and specialist knowledge, for example in the form of a blog. A successful combination of content marketing and SEO is crucial here.
3. SEO Is Cost-Effective
Compared to other advertising channels, search engine optimization is extremely cost-effective. Once the content of a website has been optimized, it is usually found months or even years later with constant optimization and attracts interested visitors. The value of organic traffic can be calculated using the current click prices (CPC) for the respective keywords.
Various SEO tools, which automatically determine the financial value of organic traffic, provide a remedy here The advantage of search engine optimization lies in the fact that small changes pay off immediately, especially at the beginning, and sometimes bring enormous results. Once a project has been optimized as much as possible, all t factors interlock and make it easier and easier to publish further suitable content and achieve good rankings. For example, a link profile that is quite weak at the beginning can be upgraded with just a few incoming authoritarian backlinks. However, once a domain has high domain popularity(in German link popularity), it is becoming ever easier to publish further thematically relevant content, which Google perceives as an authoritative source on the respective topic.
4. SEO Is Sustainable
Depending on the type of optimization, search engine optimization is one of the most sustainable sources of traffic. Every article, every text, every subpage of an Internet presence will sooner or later “rank” with the right optimization. In the short to medium term, measures such as SEA / SEM campaigns are a very suitable choice for split testing or remarketing campaigns. In the long term, however, the aim of every online presence should be to acquire a large number of visitors organically.
How sustainable an SEO strategy depends on many factors. So-called black hat tactics can lead to quick, but mostly not long-term, and certainly unsustainable successes in SEO. On the other hand, a natural link building in combination with structured and well-thought-out OnPage measures is far more sustainable. Successful and, above all, sustainable SEO can pay off over the years, as rankings once achieved are not very volatile and therefore usually only change little.
5. SEO Is Often The Only Chance In Some Niches
An aspect of SEO that is often not taken into account is the fact that certain product categories can be sold almost exclusively through organic traffic, as they are not allowed to be advertised via conventional online marketing channels. For example, e-commerce companies that sell tobacco products are not able to advertise them via the Facebook or Google platforms. The guidelines of both companies prohibit, for example, the advertising of tobacco products, which is why SEO is often the only choice for shop owners of these product niches. Even if this only affects a fraction of the advertising companies, this is an advantage of organic traffic that should not be forgotten.
6. SEO brings constant new customers and sales
As already mentioned at the beginning, SEO happens regardless of the budget of a particular advertising account. So while Adwords campaigns not only cost a lot of money, they usually do not reach all of the possible search queries. Because of a budget that is too low or too little relevance to the ad, just a fraction of the searchers may see the ad. However, if you find your website for a search term in the top 3 search results (SERPS), you will be shown in every search query and will thus reach everyone who searches for the keyword. The result is a constant influx of interested visitors.
7. Search Engine Optimization Is Measurable
Like any online marketing channel, SEO is measurable. The number of organic impressions, clicks, and the resulting CTR can be measured as an optimization KPI. The Google Search Console is the first suitable point of reference to measure the organic development of a project. About Offpage tools such as ahrefs can also the number of inbound links, the quality, and the strength of the existing link profile is measured and tracked. The aim should be long-term and sustainable link building.
Depending on the SEO tool used, other “tool’s own” metrics can be used to measure an optimization. The visibility index of tools Sistrix for example can provide a domain over time provides information about the visibility. In addition to the key figures mentioned, countless other metrics and KPIs can be used to transparently measure and assess the success of SEO measures. Questions that can be answered at any time are, for example:
- What is the current organic CTR?
- How many organic impressions does the website get?
- Which keywords bring the most traffic?
- How is the visibility of the page developing?
- How strong is the current link profile?
- How much revenue was generated by SEO in period XY?
Also Read: 7 Digital Marketing Trends for 2021
8. SEO Increases Awareness
Everything and everyone uses search engines these days when it comes to finding a specific product or solving a problem. SEO can thus be identified as a pull marketing channel. So what could be better than getting your website right in front of the users who are looking for certain products and services?
Even with small but mostly effective levers in the area of SEO, a large number of impressions and relevant clicks can be achieved. This organic traffic has shown itself to be interested through a search for the specific keyword and a click on the website and can be retargeted through comparatively inexpensive advertisements. Retargeting can also act as an enormous lever for SEO measures.
9. SEO Takes The Entire Customer journey into account
SEO is always successful when people looking for a product or the solution to a specific problem find a suitable and relevant answer. It is even better if interested parties buy exactly this solution or product. (Keyword: search intention) It is therefore like things that a successful SEO strategy must take the entire customer journey into account.
Is the searcher only looking for information about a specific product/service? Is he comparing alternatives? Does the prospect already have a specific intention to buy? These are some of the many questions that should be asked in the course of constantly changing buying behavior. It is therefore not essential to only consider aspects before the purchase; after-sale keywords such as instructions, hints, tips, etc. can and should also be taken into account when optimizing.
10. Search engine optimization secures
As already made clear in the previous article, search engine optimization is a suitable vehicle to achieve certain independence from paid advertising on popular advertising platforms such as Google Adwords or Facebook Ads. Of course, paid ads and organic traffic are not mutually exclusive. On the contrary: SEO can provide a solid basis for all advertising measures based on it.
Why SEO is particularly important only becomes clear to some when an advertising account is blocked or the company gets into financial difficulties and marketing budgets have to be cut. In this case, the company can continue to rely on organic traffic and, in the worst case, can act largely independently of advertising platforms.
Disadvantages of Search Engine Optimization
One of the other will surely think: That’s all well and good, but what about the disadvantages? Admittedly, SEO also has its downsides. Search engine optimization has a long-term effect, which can be seen as both an advantage and a disadvantage. So if you only want to try out the topic “briefly”, you will have little success. Constant optimization over a long period is what makes SEO effective. Perseverance pays off here.
It must also be noted that SEO also entails risks and should by no means be used as the only marketing channel. Even if all Google guidelines are followed and optimized perfectly, rankings may drop or pages will no longer be indexed after a Google Core Update. However, this rarely happens. If in doubt, countermeasures can be taken through further optimizing measures.
Why SEO and all the effort if I just want to be visible quickly? Anyone who wants to become visible quickly, want to carry out split testing, or want to place display advertisements is well served for the first time with Google advertisements. In the medium to long term, however, every project should be optimized for search engines.
Conclusion – Why SEO Is Important
Search engine optimization has proven to be a sensible and cost-effective investment in the long term. In addition, SEO should be part of any content marketing strategy. On the one hand, to achieve certain independence from paid advertising. On the other hand, though technically valuable content and good rankings, to establish or expand an expert status and a positive image with authenticity. The return on investment (ROI) depends on many factors in individual cases. Overall, however, it can be said that the medium to long-term ROI is in most cases extremely positive.
An important reason for SEO is the fact that competitors are doing SEO in almost every market and are becoming more visible day by day. Those who are not found by their target group these days unnecessarily lose valuable visitors and, ultimately, customers.