Why is SEO Important for your Website?
SEO is a sustainable way to market your website. Using SEO to create a regular audience and generate consistent leads is essential for a website’s success.
Rather calling this blog ‘What is SEO?’, I thought it would be more practical to frame the question as ‘Why is SEO important for your website?’
If we thread some high level SEO theory in the practical application of why you need SEO for your website – the concepts are easier to understand, and easier from me to write! I hope you find this blog useful.
Why SEO is so important?
- More than 70% of B2B researchers start their buying process with a generic search. (SearchEngine Journal)
- 89% of shoppers conduct online research before making big purchases. (Retailing Today)
- 93% of online experiences begin with a search engine. (Techjury).
The way we buy things has changed dramatically over the last few years, and even more so with the COVID pandemic changing our normal patterns of life.
Imagine that just ten years ago if you wanted a new TV for your home, or a new machine for your business your generally bought it from your local store or from a salesperson that cold called you.
This has entirely changed. Here’s how:
Example: B2C (Business to Consumer)
In 2020, you now research the best TV in your budget range. You then order it from the online retailer with the best price. If you want the TV ASAP, you go to the nearest store and tell them to match the price, or you’ll just order it online.
Example: B2B (Business to Business)
For the machine for your business – let’s say a new industrial oven for your restaurant kitchen. You research the commercial oven providers (and brands) in your region and only ask two or three of them to come to see you. Long gone are the days of cold calling reps opening up conversations.
A businesses website now does the preliminary part of the sales process. After the research phase, the prospect calls the potential suppliers having done all the initial evaluations and sales process upfront.
Good SEO gets your foot in the door at the start of the evaluation process. You can’t afford to not be there when your client is looking for your products and services.
What is a Search Engine?
In the western world, the largest search engines are Google, Youtube, and Bing. Google is by far the largest and most relevant for boosting the traffic to your website.
Most people don’t realise that Google is only an index of all the pages on the internet. What this means is that when you type your query into Google, it actually searches its own index, and not the internet. That’s why Google is so fast to give you your search results. Once you click on the search result, Google redirects to it.
Google’s rise as the largest and most used search engine is because they are the best at providing you with the most relevant answers to your questions.
SEO’s goal is for your website to be one of the answers Google provides. Enter the art of SEO.
The Search Engine Results Page
After you’ve typed in your search query and clicked enter, you will be redirected to the Search Engine Results Page or SERP. When you are doing SEO, it’s essential to understand what the page is made up of, because you can target different areas of the SERP.
Although simplified, the image below shows what a SERP looks like. The red and yellow sections at the top are paid for using the Google Ads platform. The rest of the results are to do with organic ranking and for the maps section a combination of organic ranking and geographic location.
We call the process of ranking and marketing a website for organic results – SEO (Search Engine Optimisation). The green and purple sections are where your website will appear if you are doing SEO. As a rule of thumb, higher up you are on the page the better your SEO is.
We call the process of ranking and marketing a website using paid ads – SEM (Search Engine Marketing). The red and yellow regions below are where you will appear if you are doing SEM. The higher you are up on the page for paid ads is a combination of your websites’ relevance to the users’ search query and how much you are prepared to pay for the top spot.
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