SEO for Growth: What You Need to Know
Does your business need some improvement? Here’s why every business should use SEO for growth.
Most professionals understand the basics of SEO. But how familiar are you with leveraging SEO for growth? Your next SEO initiative might be the growth driver you’re missing.
Getting started with SEO isn’t complicated. Even small companies have expertise in this area. But most companies aren’t aligning SEO performance with their business growth.
Attribution is what drives key business decisions. But SEO is often neglected as a contributor to the bottom line. Companies end up launching rudderless SEO campaigns that add little to no value.
Using SEO for growth can become a powerful asset for driving business value. Organic search outperforms other marketing channels. SEO is more cost-effective than other marketing efforts as well.
The beginning of any growth framework is acquisition. Companies must invest in solutions that contribute to this growth factor. They must attribute and measure the performance of those solutions as well.
5 Ways SEO Adds Business Value
Your company needs an acquisition strategy. The bulk of your marketing initiatives will focus on acquiring new customers. These initiatives are often the most costly within your marketing strategy.
SEO is a practical way to drive acquisitions through organic traffic. It costs less than content and email marketing, for example. The following are five ways you can count on SEO for growth.
1. It Helps You Engage with Relevant Audiences
Engaging the “right” audience is an ongoing struggle for businesses. Even ambitious marketing initiatives can fall on deaf ears. Companies often invest in Big Data technologies to master these techniques.
SEO lets your ideal customers do the work for you. You can develop refined SEO so that you get only desirable traffic. Organic leads have a 14.6% conversion rate versus only 1.7% through direct mail and advertising.
Why is this the case? You will have built your business with a specific audience in mind. These are prospects most likely to convert into customers.
Targeting them with aggressive campaigns is challenging. You need ample data and processing technologies to proceed. But you can leverage your existing insights to use SEO for growth.
Partner with us and share the qualities of your ideal customers. You should build character personas for each type of ideal customer. We will optimize your website for these types of searchers.
Now only does your ideal customers arrive on your site. These visitors are easier to convert than visitors from email campaigns. Your proactive campaigns won’t provide clarity as with someone searching themselves.
2. It Helps You Develop Greater Credibility and Prestige
Inbound and outbound links are two more ways to leverage SEO for growth. Outbound links are links on your website that direct to prestigious websites. Inbound links are on other websites and direct traffic to your own.
You get better search results when you have ample inbound and outbound links. Search engines recognize this as a form of acknowledgment. They determine that your site is more credible than similar ones.
This provides a great advantage over competitors. If your site has plenty of inbound links, ideal customers will see you first in search results. That rich organic traffic will come to you first.
What’s more, it builds prestige for your site and your business. Imagine if reputable websites link to your pages. Experts that respect those sites will regard you as an expert.
Developing inbound links is not simple. You must have exceptional, value-added content. That means other experts who visit your site must regard your resources as credible.
As you will learn, content is an essential part of SEO as well. The words and language you choose are as important as all other aspects of your site.
3. You’ll Know When Using SEO for Growth That “Content is King”
In the parlance of the web, “Content is King.” Bill Gates popularized this phrase over 20 years ago. If you ask your colleagues they’ll say it still holds true today.
Your SEO expert will help you with key elements of your content. The criteria for optimized content changes with Google’s algorithms. But they always comprise keywords, and links, word count.
Years ago, companies would spam search engines by repeating keywords on their sites. Search engines are far more advanced today. They determine if those touchpoints are valid within the context of your writing.
Now, content is revolutionizing all B2B and B2C verticals. Content marketing is the centerpiece of inbound marketing. It’s now a key component of using SEO for growth.
Inbound marketing means using value-added content to generate interest in your company. This is not ad or sales copy. They are materials that provide immediate value to prospects with no strings attached.
Value-added content is popular with both search engines and reputable websites. Your ideal visitors will appreciate the added value right away. With the right call to action, they’re more likely to convert.
4. You’ll Know How to Supercharge Performance Using Search Engine Marketing
Search engine marketing (SEM) is more proactive than traditional SEO. Leverage formal advertising channels that live in the world of search engines. Remarketing, PPC, and display advertising all give you all new ways to use SEO for growth.
Display advertising lets you use other sites’ SEO to your advantage. Your ads will appear only on sites frequented by your audiences. Demographics, keywords, and budget all come into play.
PPC ads boost your search engine rankings. You’ll always appear the top of relevant searches. But those searching will know your listing is an ad.
This doesn’t always deter searchers for visiting. Your services will still be relevant to their search. And they’re almost guaranteed to see your business when they do.
PPC ads are affordable as well. You only pay for actual clicks on your ad. You can limit the number of clicks you receive to save money.
Remarketing is now a popular SEO strategy. It’s a means to nurture leads that have already visited your site. You can engage them with specialized ads across millions of websites and devices.
In all cases, be sure to measure the results. Determine attribution and from where each conversion arrived. You can’t succeed using SEO for growth if you’re not measuring performance.
You can optimize your SEM campaign as you learn what works and what doesn’t. An SEM expert can help you get a lean and effective solution. In each case, managing performance is key to using SEO for growth.
5. You Can Establish Your Foundation for Future Success
Search engines will pick up on your traffic and changes to your website. Some improvements to usability will increase your ranking. Link building strategies will add SEO value as well.
Your goal is to become the ‘go to’ website in your field. You’ll have greater acquisition opportunities and positive engagement with less effort.
Remember that optimization is an ongoing process. You will not have great content and navigation right away. But professionals can help you maximize your use of SEO for growth.
8 Steps to Leveraging SEO for Growth
You’ll achieve the best results by partnering with an SEO pro. But there are some basic steps that will maximize SEO business value. Here are eight steps to prepare your website SEO for growth.
1. Identify Your Target Audience
You know your business better than anyone. You’ve designed a product or service that fills certain needs. But have you thought about the other qualities of your ideal customers?
You need to a holistic view of them to engage them That includes demographics, age, and professions. It might include specific tastes, pain points, and other factors.
Create personas with the details of your ideal customers. Create several models that make the most sense of for your business. Knowing who you will best serve will help you create SEO for growth.
2. Get to Know Your Competitors
You can’t distinguish yourself without knowing your competitors. This applies when carrying out SEO as well. Find the things that differentiate you from the competition.
Competitors in the same space as you have advantages and disadvantages. Focus on the advantages you have over them. This might be a superior product or lower prices.
You can leverage those benefits in developing your SEO. Prepare those details when you partner with a professional. Establishing this up front will increase its long-term quality.
3. Research Keywords
Companies often fail to choose the best keywords for their websites. That’s because they take a haphazard approach. They spend only a short period of time deciding which are best.
You can develop keywords using your personas and distinctions. This should be language your customers will latch onto right away. They should be the first words prospects type into a search engine.
Create a list of keywords and prioritize them. Work with your SEO expert to use them throughout your site. On-page and on-page SEO strategies will incorporate your keywords.
4. Choose the Right Architecture and Design
Search engines want to provide the best experiences for their searchers. That’s why the design and architecture of your website factor into SEO. Even great companies lose value if they fail in these areas.
SEO-friendly design is more intuitive than you might think. If you’ve spent time on the web, you know what works and what doesn’t. You know what formatting is appealing and how navigation can fail.
But you want to get architecture and design right at the start. Launching your site and backpaddling can hurt your bottom line. This is an area where an SEO expert is essential.
5. Participate with the Big Search Engines
You can be proactive when interacting with search engines. Your webmaster can submit your sitemap, for example. Search engines will provide useful information for improving your website as well.
Start by registering your website with them. Even if you don’t submit a sitemap, this is an essential step. Their free reports are valuable when you are just starting your site.
If you have trouble participating with search engines, consult an expert. Get off to a good start. You’ll be counting on them to drive business for you in the long term.
6. Build Engaging and Value-Added Content
As mentioned, value-added content is essential when carrying out SEO for growth. There are several types of content you can leverage. Some are more straightforward than others.
A blog is essential for any modern website. This is where the bulk of your value-added content will reside. You will need to update this content regularly.
Visitors who see old content at the top of your blog will leave. They may even think that you have gone out of business. But a complete absence of a blog is unacceptable.
Reports are a highly useful tool. Your target audience will often start with a search for information. They may look for statistics or data from a recent study.
Reports can be costly to create. But a basic report could draw a lot of traffic. Create a form for visitors to fill out so you can capture valuable leads.
Video provides value to visitors very quickly. Search engines or designed to find video content as well. Make sure your video has value-added content that helps customers.
7. Engage in Link Building
We discussed inbound and outbound links. These are part of a process called link building. Link building is as it sounds, the practice of building links for your website.
A website without links is disconnected from the online universe. You can connect to respected websites with ease. Partner with an expert to determine what links should go where.
Acquiring inbound links can be tricky. If you have valuable and objective content, you have a better chance. But if your website is new, it’s less likely you’ll be acknowledged.
You can take a practical approach to acquiring inbound links. Create a roster of relevant websites from which you’d like to receive traffic. You can reach out to them directly once you’ve built relevant content.
This can be a tedious process. But an SEO expert can help you do this effectively. You’re more likely to succeed with the right content and the right approach.
8. Use Analytics
Once you’re underway, track all progress. Failure to do so means problems go unnoticed. You should always focus on optimizing your website.
Thousands of companies neglect SEO. But it can be a catalyst for tremendous business growth. Don’t miss out on early opportunities to boost your business to success.
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