Advantages of Search Engine Optimization

Instructor: Sean Kennedy

Sean has 8 years experience as a supervisor and has an MBA with a concentration in marketing.

There are advantages to utilizing search engine optimization. In this lesson, we will discuss how a company can increase traffic to their website, build brand awareness, increase their return on investment, and stay competitive by using SEO.

Search Engine Optimization

Have you ever wondered how a search engine provides a company link when you perform a search, and how the orders of search results are determined? Search engines help people find information quickly. They are often used by consumers to find products and businesses online. Search engine optimization (SEO) is a marketing technique used by many companies today to increase the traffic to their websites. SEO helps increase traffic by utilizing unique keywords that can improve a website's position in search engine listings. SEO can be utilized with search engines like Google, Yahoo, and MSN.

Increase Traffic with SEO

Companies have the ability to determine what words are present on their web page that could be used as keywords for SEO. As a result, this can help increase traffic to their web page. Creating relevant keywords helps increase the click-through rate, which is the number of users that click on a link or an ad. The higher the company's link appears in search results, the more traffic the company can receive. The more traffic the company receives, the more likely they are to receive sales or get their message across to consumers. The overall goal is not just to increase traffic, but to increase the website's conversion rate. The conversion rate is the number of people who visit your website and perform a desired action. For instance, a company may compare the number of sales to the number of people who actually visit the website, and develop ways to increase sales based on their observations.

A failure to use SEO can be a missed opportunity for businesses. Imagine that you own a small toy company that is promoting major sales on the business's website for Black Friday. After Black Friday is over, you realize your sales were not what you expected because your website did not receive as much traffic as you had hoped. You did not think search engine optimization would make a difference, but unfortunately, you were wrong. Utilizing SEO could have increased sales and helped your small company increase traffic. It could have also helped you increase brand awareness.

Brand Awareness

SEO helps build brand awareness because the more people that search for specific keywords pertaining to your website, the more people there will be who view your website. Being at the top of the list of search engine results allows more consumers to learn about your business. The more people that see the name of the company through a search, the more brand recognition the company will receive. Brand awareness is essential for an organization because it helps increase the number of visitors to a website.

Have you ever used a search engine to look for a specific product and come across a company you had never heard of? By utilizing SEO, smaller companies have the opportunity to make their websites more visible. SEO is especially helpful for smaller companies because they may not have the same amount of brand loyalty as large companies. For example, a small clothes company could utilize SEO to compete with bigger retailers and gain more customers. SEO can be beneficial to companies of all sizes when it comes to building brand awareness.

Return on Investment

When a company invests in a marketing strategy like SEO, they want to make sure they make a profit as a result of their efforts. SEO helps a company track their return on investment (ROI) by determining if the company's chosen keywords are improving their ranking in search engines, if their ads are receiving enough hits, and if more people are purchasing items. SEO gives a company definitive information on how many people visit their site, conversion rates, and search engine rankings. The company can determine how many people click on a link from a search engine and how many people make purchases or perform an action on the site. Even if they don't make a purchase, site visitors may look at a company's blog, sign up for a newsletter, or click on ads. All of these actions are tracked using SEO to determine their profitability.

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