What are the benefits of SEO?

One of the most frequently asked questions is: “What are the benefits of SEO?” To answer that question, you need data. It’s not possible to answer it in advance. Yet companies are eager for answers and guidance. Organic traffic has long been known for attracting high-quality visitors, as Google displays the best search results for a given search query. 

To achieve this, please bear the following in mind:

• Develop a solid foundation in SEO. 
• Knowing what the target groups are looking for. 
• Measuring conversions effectively. 
• Overtaking (and staying ahead of) the online competition. 

Developing a solid foundation for SEO

An SEO audit is the first step in identifying areas for improvement. We start by looking at the quick fixes and then move on to the more complex issues. We always tackle changes to the navigation structure straight away, as these need to be got right once and for all. Changes aimed at faster loading times are more complex. These technical changes cost money to implement and to oversee.

Focus on the right keywords

A keyword analysis provides guidance for writing new content and rewriting existing content. Above all, write plenty of high-quality content focused on the customer journey. Prospects want solutions to their problems (or challenges), so try to write from a solutions-based perspective as much as possible. Include calls to action in your content to encourage your visitors to get in touch and place orders. 

Measuring conversions effectively

If you want to know what SEO delivers, making all conversions measurable is a crucial step. Google Tag Manager allows you to track events based on clicks and form submissions. The trick then is to determine how many leads per conversion type result in an order and what the average turnover per order is. With an online shop, this is straightforward, as the turnover for each order is known. With lead generation, however, it’s a different story. Someone who clicks on a phone number in a job advert does not generate revenue. Someone who fills in a quote request form is more likely to make a purchase. The trick is to map out the different conversions and assign values to them. Ultimately, in Google Analytics, you can see for each traffic source how many conversions it generates and what revenue it brings in. 

Overtaking (and staying ahead of) the online competition

Everyone wants top-10 results. It’s certainly true that your products or services are better than those of the competitor who does have a top-10 ranking. To beat your competitor, you need a sound long-term strategy to actively develop content, boost link building and continue to comply with Google’s guidelines from a technical perspective. Google isn’t standing still, and neither is the competition. 

SEO certainly delivers results, but it really depends on each individual situation. 

You simply can’t say in advance: ‘Turnover will have doubled in two months’ time.’ That’s because SEO is a long-term game, and with over sixteen years’ experience in SEO, we’ve seen so many businesses grow. Good content keeps working for you, but you need to keep working on it. Call on SEO Ninja for an SEO audit.