Before we get to the bottom of why SEO is important to your continued business’ success, let’s start with some basic questions about SEO and answers to give you insight into what SEO is and why it’s important.
What is SEO?
SEO stands for Search Engine Optimization and it is the practice of creating or modifying your site or specific in order to be search engine friendly, or in other words, to build traffic to your site. By being search engine friendly and by utilizing SEO, the target is to drive and increase organic search traffic.
Organic search traffic? Isn’t it all organic?
With the explosion of the internet in the early 2000’s, Google came into its own and changed the way search engines displayed results. They provided a box, illustrated below, where you can find multiple areas of paid links, PPC advertisements, and organic listings. Google’s method of displaying these ads had been similarly done previously by other search engines, but Google made the ads seemingly unobtrusive to the user. After the positive response to these ads and Google’s financial successes, the other search engines have taken the opportunity to utilize the same method. Now search engines display Pay Per Click, or PPC advertisements next to their organic search terms.
The big difference between PPC and organic is that for PPC you pay per click while organic are free. That is, the organic terms are free as long as your site fits within the proprietary formula of the different search engines. Even if your site lists well one month, search engines are constantly upgrading their formula to be more relevant to their users. Thus the need for SEO services to keep your site listed at the top of the search results.
Why is SEO important?
SEO is an important web practice and service because it allows site owners to gain insight into the searches that users’ do that are related to their industry and then target those search terms to ensure that the people who are looking for your product are able to find it. Unfortunately, for as smart as search engines seem to be and for as much as they serve us the sites we are looking for there are many sites that go unfound or under-utilized since they either target the wrong keyword, don’t have enough links to their site, or a combination of many other reasons that may or may not have to do with their site but what the competition is doing.
We have a beautiful site people will definitely find and use the site, right?
Unfortunately you could have the best website, with the best technology, and the highest quality information for your industry or about your product category, but if the wrong keywords are targeted or if it’s ultra-competitive, you’ll face an uphill battle while trying to build organic search traffic.
A study by Optify, found here, found that the click through that links receive on Google is directly related to the links placement and position on the search results page. Optify found that for 89.96% of all traffic was captured on the front page and did not move on to the second page. Further study finds that over 60% of all clicks happen on the top 3 results. This means that in order to receive measurable traffic your site must be on the front page and the top 3 results must be targeted. Otherwise your site may receive little to know search traffic. The Optify study found that after the front page, the next highest click through rate was 0.66% on the 11th or the 12th position on the second page. This was a great fall from the 2.97% click through rate found in the tenth position of the front page.
As you can see in the above graph, taken from data found in the Optify study, the click through rate from the first three positions dwarfs the click through rate from the second page. This graph illustrates the need to either learn to place your pages in these positions or higher a service, like you’ll find here, to do the work for you while you focus on building your business.
Now you should have a basic why SEO is important for your websites success and how much traffic you may be missing out by not utilizing a SEO service or techniques. I invite you to take the time to read the study mentioned from Optify, found here. After reading it, please give us a call or send us a message through the following form and we will meet you to provide a free consultation on how our services can help you build the traffic to that your site deserves.