SEO: The Foundation For All Online Marketing
SEO is the foundation of all digital marketing. Yep, that’s what I said. If you are marketing your company online either through ppc marketing, social media, online directories, or online news articles, then SEO is the foundation of your marketing. And without a good foundation, all other marketing efforts could potentially fail. 🤷🏼♀️
What is SEO?
SEO stands for Search Engine Optimization and entails the quality of traffic your site is receiving, the quantity of traffic your site receives and ultimately, how it ranks organically. The idea is simple, though the task can be tedious. Especially with Google having over 200 ranking factors. Let’s break it down a little more.
Quality of traffic: You can receive visitors to your site all day but if it’s not relevant, then that wouldn't be good for you. If you were online searching for running shoes but the search engine took you to a website with cowboy or cowgirl boots 👢, would you stay?
Quantity of traffic: One of the signals the search engine looks at is how much traffic you are receiving and how long those users are staying on your site. Though quantity is important, I always say Quality Over Quantity. Wouldn't you rather receive less traffic with high converting customers than a ton of traffic but no phone calls?
The Organics: Paid search takes up the first 3-4 spots and the bottom 3-4 spots on the SERP's. The 10-11 websites in the middle are considered the organic or natural results.
Why is SEO the foundation of online marketing?
Part of SEO includes UX design and experience. You want to create a meaningful and relevant experience for new and returning users so that they will convert on your site. So, if you have slow load times or users cannot find what they are looking for, they will leave. It’s that simple. You have 3 seconds to catch someone's eye. Only 3 seconds. Since this is the case, that means that anyone who visits your website must be attracted to it, no matter if they came through it organically or from social media or a referral.
For example: You have the most bomb skin care products and get featured in an online article. People come to your website to purchase but your photos look unprofessional, it takes 6 seconds for your website to load and once they get there, they can't figure out how to add the item to their cart. Wouldn’t you leave the site?
SEO is ultimately optimizing for the search engine to rank you organically but Google keeps changing their algorithms to be more focused on the user experience. So then doesn't it make sense to use SEO tactics even if you’re pushing other online marketing efforts? In a previous blog post I shared 5 high level reasons why a website might not be ranking organically. Some of those reasons include user experience. I recommend checking them out as a starting point to your SEO journey.
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