Search Engine Optimization continues to be undervalued by many companies. Statements like “Everyone knows our brand; they’ll find us“ abound. But there are good reasons to pay attention to SEO that are often overlooked.
The biggest difference between SEO techniques and other marketing options is that SEO allows your company to be found organically by target audiences instead of competing for attention through advertising or banners. A website that cannot be found is no good, no matter how aesthetically designed, how well the products meet consumer needs, or how comprehensively the content responds to search terms.
Search engine optimization is, of course, just one part of the marketing cocktail, but one that should not be neglected.
"One reason why it is so important to have sustainable, ongoing Search Engine Optimization is that search engines and their search algorithms are always changing."
The rating of a website's quality, its ranking, and the presentation of search results is always modulated by the search behavior of the user. This is also why the user himself should always be the focus of an optimization, not the search machine or its algorithms.
The constant modification of search engines necessitates SEO adaption. A website that does not keep up with the times and tailor its methods to new conditions will suffer long-term.
A good example of this is the issue of "mobile". Anyone without a working, user-friendly, mobile version of their website will have noticed massive problems in organic discoverability over the past few months. At the latest, you will notice them with the delivery of the newly-announced "Mobile First Indexing" from Google.
Even if mobile issues do not belong in the category of SEO per se, they are demonstrably critical, as we can see in the example of the search engine giant Google, which has adjusted to the increasing use of mobile devices in the last few years.
"Today, there is no market or idea without at least one competitor actively using search engine optimization."
Your website and the services, products, and content presented there can only be called good if they can be found by your target audience.
Very few users look at the second page of search results, even if the first page did not provide the result they were looking for. Instead of clicking on the second page, in this case, they change the search term and again look only at the first page of results.
So, if competitors of your company are showing up on the first page of results, you are only tapping into a small percentage of your actual target audience and potential customers, if any at all. Search engine optimization is indispensable if you do not want to simply hand over all the users searching for your product or content to your competition.
"The biggest advantage of search engine optimization is its sustainability."
Getting your website "found" organically in search results is one of the most cost-efficient marketing channels on the internet. One of the greatest benefits of SEO, in comparison to other online marketing channels such as banner ads or search ads, is that there are no additional costs for the users you gain.
To successfully and comprehensively market your advertised products and content using search engines, it is important not only to pay for Google AdWords, but also to be listed in the organic results through long-term search engine optimization. In this way, you can draw more users to your website and use your advertising budget cost-efficiently.
Even if search engines and search algorithms are constantly changing, a successful search engine optimization of your website brings long-term benefits if it fulfills certain criteria. SEO should be viewed as an investment, not an expense.
A successful and sustainable search engine optimization is just as important for your website as any other marketing choices or channels. But it is important that it works in concert with your overall advertising strategy. To focus only on SEO can be just as detrimental to reaching your long-term goals as focusing solely on AdWords or Social Media Marketing. Additionally, your SEO strategy should not focus exclusively on only one search engine (e.g. Google) but must also incorporate other search engines and services in its strategy.
To sum it up: SEO has been and will continue to be an important component of online marketing for the foreseeable future. The interaction of SEO with your other activities will ensure the success of your entire online marketing strategy, as the above-named reasons indicate.
Published on 01/05/2017 by Daniel Herndler.
Daniel works as senior SEO manager at Get On Top GmbH in Salzburg. His favorite topics are conversational and semantic search. Daniel also admits to being a true TV series junkie – as a huge “Game of Thrones” and “House of Cards” fan, he is already plotting his move to the Seven Kingdoms.