Marketing, just like most everything else, has moved to the internet. The internet’s wealth of knowledge, products, and services is pulling more people onto websites and search engines than ever before. So the good money is, as it has been, placed on developing a well developed internet marketing strategy. After all, 58% of consumers begin research for a new product online. On top of that, 70 million users are shopping online directly from their mobile devices. Businesses may have taken this bull by the horns years ago, by developing clear and cohesive websites. However, with all those other websites out there that are doing exactly the same thing the question becomes, how can we get a leg up. That answer is SEO.
Many businesses have answered this query by advertising on search engines. Yet, research shows that sponsored search results, also known as paid for advertisements, do not yield great results. In fact approximately 80% of search engine users skip right past these ads.
Now what is SEO, and how is it different from these sponsored search results?
Search engine optimization or SEO plays off of the fact that most people prefer organic search results over the sponsored ones. This means that SEO relies on search engine rankings, and the SEO tools that track a business’s progress as it marches up those rankings. By using organic search results, SEO generates far more clicks for websites than even pay-per-click ads. Actually, SEO claims a 25% higher conversion rate than PPC advertisements.
What do SEO tools measure?
The basic SEO tools will measure success based on keyword searches. The SEO tools look at how often your website shows up in a search, how many clicks your website is getting, and where on a search engine results page your webpage is showing up. These factors, when used correctly, can tell businesses exactly where they are doing well, and what they need to improve. Based on the results shown by SEO tools, SEO experts can help businesses develop an online marketing plan.
Online marketing plans that use SEO should not only include basic content for search engine results pages, but also need to optimize for social media. As of the last few years, SEO marketing has branched out. Businesses that really want to take advantage of what the internet has to offer, should be getting online starting social media pages and blogging. Companies that move capital into blogging see their webpages indexed 434% more than those companies that do not blog.
Since social media has become so important, SEO can no longer be about search results alone. And this is a good thing, despite the effects it has on Larry Page’s names sake the PageRank algorithm. Pivoting to put social media par with page rankings, or at least close to it, means that the content must be more human, more relatable. While pay-per-click is stuck on the top and sides of search engine pages, SEO is expanding adapting, and moving businesses into placements they can profit from.