If you’re a business owner, you’ve probably already heard about SEO or Search Engine Optimization. It’s a digital marketing technique that has quietly existed and helped organizations generate high returns while more popular and savvy techniques like SEM, and Social Media Marketing have delivered varied, and at times expensive, results.

SEO has been a buzzword for a few years now, but the understanding and knowledge of it continues to be limited. At a very basic level, SEO can be defined as a set of processes that helps improve the visibility of a website or a web page on a web search engine’s organic search results. In layman terms, SEO is everything that is going to help your website appear within the first few search results on a popular search engine like Google. As you may have expected, the first 2 to 3 pages on Google are highly in demand real estate that you and your competitors will be competing for. However, it’s worth putting in the effort into your SEO initiatives, and we tell you just why.

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People who go on a search engine to search for something are very clear in their head about what they want to buy and also have a higher buying intent as compared to people who are seeing ads on social media platforms or third-party websites. For example, a person who searches “Buy Reebok Sports Shoes” vs. someone who has expressed an interest in Reebok shoes is much more likely to actually reach your page and go ahead with the purchase. SEO, though time consuming, once completed can yield conversion rates higher than all other platforms because the customer also knows that this is not a simple paid-for initiative but the result of considerable effort and expertise in the industry.

SEO Generates Confidence

Remember the time when businesses were completely offline? All that has changed and having a website has become about as mandatory as having a recognizable brand name. While you and your competitors most likely already have a website, being able to bring it on the top three pages of search engines is the new big differentiator. Gone are the days when customers would research you offline and type out your website URL into their browser. The new customer is just going to search your brand name or your flagship product / industry and if you’re not there within the first three pages, you’re bust. An example of this is the IT industry – customers don’t usually search by brand names, instead they will search by solutions, for example “Best Antivirus in India” and if your website is the first result, you’ll surely be considered. SEO is the new sales and the new phonebook!
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Searching Is The New “Try and Buy”

E-Commerce and Online Buying has changed the way people try and evaluate items before they purchase them. Since the element of physical proximity has been taken away, people are definitely going to search for your brand or company before engaging with you. This has meant a substantial rise in the number of search queries with the aim of finding out more about a company. As per an American survey, 70% of people searched a company before engaging with it. This means that you need SEO to be able to provide the right information to potential customers in response to their search queries.

“Over 50% of all Google searches are now coming from mobile, and Google’s search algorithms are being constantly modified to give precedence to websites that are SEO optimized for Mobile.”

You need to be prepared for “Mobile” and “Localization”

We’ve established that Search is critical for driving business to your brand. Now we move to the two largest trends within search – mobile and localization. Over 50% of all Google searches are now coming from mobile, and Google’s search algorithms are being constantly modified to give precedence to websites that are SEO optimized for Mobile. The second big trend is localization – meaning customers searching for local businesses in their own area, with Google stating that 50% of local search customers end up visiting the business within 24 hours!

Therefore, not only does your brand and website need SEO, it needs SEO that includes mobile and localization keywords and techniques to drive maximum traffic to your website!

SEO is here to stay, but its techniques are constantly changing, with search engine leader Google releasing 100+ updates to its search algorithms every year. Business owners must stay up to date with these changes to achieve a top 3-page ranking and sustain it for maximum traffic. betterU hosts The Complete SEO Course from Udemy, a leading course on SEO that’ll help you improve search positions, conversions, traffic, sales, page speed, content and much more!