Online MarketingSearch Engine Optimization
Carrying on your business transactions successfully with SEO in 2018 is possible. However, you are exposing your business to high risks and short changing yourself.
Have you found yourself in a position where you need to convince a colleague, client, or boss about investing in SEO? If you have, you will know about the response that is common to them. You will hear things like “it is highly unpredictable, it takes a long time to achieve, getting PPC should be better, etc. There is this misunderstanding that search engine optimization‘s financial benefits are not as guaranteed as PPC or social media.
However, people who are conversant with SEO are aware that its benefits can be measured. Also, they know that you can generate greater value for your money with SEO than PPC and social media. Furthermore, most businesses have realized by 2016 since the prediction of Borrell and Associates. There prediction is that come 2020, the revenue from SEO industry will reach up to $80 billion per annum. This can be possible through an SEO carefully thought-out strategy which will drive qualified traffic to your site.
Moreover, a quality content that is created to suit the needs of your customers can increase the conversion rate. However, if you ignore SEO, you are not just facing a few losses in sales. You may be facing a potential or risky financial disaster. Below are the five ways that neglecting SEO can affect your productivity;
1. Replacing SEO with PPC
Most people have tried to replace SEO with PPC by attempting to gauge a specific conversion rate for either of them. Some of these researches provided them with valuable insight into organic and paid traffic. However, there are certain variables that they cannot capture in simple percentages. For instance, any site that is optimized specially for SEO may target keywords for individuals from various stages. Such as educational articles, sales funnel, to product pages.
On the other hand, PPC campaigns directly send lead to the sales page. Majority of those that do their conversion through PPC is probably primed by their organically accessed content. According to the Ipsos, up to 44% of people that shop online starts from a search engine. It can also be the same for mortar, phone, or brick customers. According to the Acquisio, about 73 million calls by phone will be created through mobile search alone come 2018.
Although often, PPC creates greater conversion rate more than SEO, it doesn’t provide you with many options. On the other hand, SEO will provide you with many options which will allow you to attract potential customers. That is; immediately the begin researching to buy things. If you can’t do this, you are leaving sales and lead for grabs. Moreover, you will lose the opportunity to create authority for your brand.
2. Misunderstanding, or Losing Lucrative Niches
Probably, you may think that since you have optimized for some high-traffic terms for your niche, you are okay. Unknown to you, having access to how your customers think is the best part of Search Engine Optimization. If you do not have this valuable insight, your business is likely to miss a large source of revenue.
3. Not Prepared for Updates from Google
Since the latest core algorithm update {referred to as “Medic” update} by Google in August 2018, there have been widespread reports. These reports are speaking of devastating losses in traffic, especially in the wellness and health sector. Even some of the webmasters are claiming that the update damaged their businesses. You cannot exactly predict the effect of Google’s algorithm’s updates in rankings. However, if you adhere to the best practices of SEO, you can reduce the risk of direct damage due to an update.
After the first damage caused by the Medic update cleared, it was found out that majority of the affected sites are short on “E-A-T.” For instance, they are not trustworthy, the lack of expertise, and authority. You should focus more on building trust and making your content to be qualitative. Also, you should gain authority with your sites and audience through a standard SEO strategy. If you can achieve this fete, you can minimize the risk of sales and traffic drop.
4. Redesigning Site without Proper Advice
Although it is not what one will expect in 2018; most business still contracts developers or agencies for their site redesign. Most of these agencies do not know or may have little knowledge of SEO. The result of this ill-advised redesign can only bring Google demotion. It is not advisable to go for a redesign without a consultant who is experienced in SEO. If you do so, you are just begging Google to remove your rankings and the streams of your online income.
5. Lack of Trust and Credibility
Although sales and organic traffic have a direct relationship, however, if you neglect SEO, you will lose many benefits. For instance, it is common knowledge that organic listing has more credibility for consumers than the paid listings. If you can dominate the top pages of Google across the industry, it benefits your PR. Moreover, it can reinforce the notion that your business has expertise and authority. However, if you neglect SEO, it makes your site rare to appear or not among the organic listings. This situation may make consumers suspect your credentials. Also, it is likely to affect your PPC ad’s conversion rate.
Conclusion
It is possible to succeed in running your business without using SEO strategy. However, you are drawing yourself backward as you ignore SEO. Moreover, you are saying goodbye to higher success and sales. Do you know why? It is because you are giving your competitors the opportunity to snatch the prospects. When you do not ignore a powerful SEO strategy, you can reduce the risk of going through sales drops. Moreover, you can optimize your online brand and also leverage the best opportunities for your benefit.
