Search Engine Optimisation (SEO) forms the foundation for inbound marketing success. SEO refers to the practice of increasing the quantity and quality of traffic to your website by rising up the ranks in the organic search engine results.
But how important is it to be at the top?
If your website is not visible for the relevant keyword on the first page of the search result, you will not get any traffic from search engines. As Google is the most widely used search engine in the world, it offers the biggest opportunity for inbound marketers. According to statistics from SearchEngineWatch.com, websites that are at the top of the Google results take 36.4% of the traffic, which is missed by those who are ranked lower.
Once someone has searched for a specific search term/terms, Google presents 10 results on the first page of the search results. These results are based on a number of factors including site speed, content, website bounce rate, back-links, and others. If you can optimise your site to suit these requirements, you will reach the top of the first page of results, and this offers an excellent opportunity for your business.
Below, we outline 3 benefits that come from being at the top of Google’s search engine results.
As of 2020, Google reported that the first five organic results account for 67.6% of all click-throughs. This number clearly indicates why your website needs to be at the top of the results.
The more users that are directed to your website, the greater your chance of collecting leads and turning those leads into paying customers. By ranking high in search results, you are also visible to potential customers who are genuinely interested in the products and services you offer, after all, they are searching for specific terms related to your industry.
The average customer will always turn to a search engine such as Google whenever they have an immediate requirement for a product or service or are in the process of researching their next supplier. It's therefore important for your business to be visible at the very moment a potential customer is searching for a business such as yours.
By ensuring your top spot in the results, you are directing your target audience straight to your business and this gives you the opportunity to engage with them during their research process - while they are already considering making a purchase or learning more about your services.
Learn more about lead generation using Google, here.
An increase in the search engine results page (SERP) rankings not only increases traffic to your website and generates leads, but it also increases the authenticity of your business in the eye of the consumer.
When a user looks at the search results from their query, they believe the first few listings are the most authentic businesses in the specific industry. To put it simply, if Google is ranking a website, it must be legitimate and an industry authority. And in order to rank, you need to prove your authenticity to Google and other search engines.
In order to rank, you need to host quality content on your website that helps website visitors. If you invest time and effort with content creation on your website - quality content that is designed to inform and help the viewer, you will be creating value, and this value will be what sets your brand a part from your competitors.
Combined with the strength of the technical quality of your website, Google will rank you based on your content and how you are able to assist the user in their query, and in turn, this will set you apart as a business and industry authority.
Ranking at the top of the search engine results through Search Engine Optimisation as opposed to ranking via paid marketing such as PPC or AdWords, is more cost-effective and offers a long-term solution.
By simply throwing money at PPC, you may gain quick clicks, but this does not offer a long-term or sustainable marketing solution. You will get clicks instantly through paid campaigns but these clicks will stop once your campaign is over. SEO is a more cost-effective method for obtaining online results and with strategic SEO, your page will rank at the top of the Google results for months and years to come.
Learn more about Search Engine Optimisation for a long term solution, here.
If your business does not appear on the first page of the search results, you will not be found. Like they say, "if it is not on the first page of Google, does it even exist?"
By ranking high in the search engine results, you will drive quality traffic to your website, gain more leads, solidify your place as an industry authority and see a great return on your SEO investment. Search Engine ranking is an asset to every business looking to drive traffic to their website, create leads and turn those leads into loyal, paying customers.
Now, ask yourself, do you want your website to be optimised for search engines? Or do you want to own the searches?
If you are looking to implement SEO for your business, and you are looking to own the search results, Nexa is here to help. Contact us today for all your Search Engine Optimisation requirements and get ranking.