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From revenue generation to reputation and retention

30-second summary:

  • SEO is without a doubt the most cost-effective channel for businesses today.
  • SEO adds value in a number of ways.
  • It helps maintain brand equity, inform products and sales.
  • SEO can also be used as a PR channel and vice versa.
  • From consumer behavior trends to market and demand fluctuations, search behavior can provide the data businesses need to understand market drivers and pan around in real time.
  • SEO creates value by providing a model for the continuous digital improvement of users (customers) online experience.

Industry insiders understand that including SEO as part of a comprehensive marketing strategy is absolute. While we recognize that SEO is the keys to digital success – from insights and context to optimizing the content it can deliver – we sometimes overlook the added business value of SEO.

The power of doing SEO right now cannot be underestimated. SEO is the most cost-effective channel for businesses today and offers added value in many ways. Only seven possibilities are considered in this article.

1. Brand awareness

Some tend to think about SEO primarily in terms of rankings and traffic. While either method is a great way to measure the success of your SEO strategy, being limited to these metrics alone can miss the greater value of a first page result – whether or not it converts to clicks.

Every search returns pages of results, and every time your product, service, or brand appears on page 1 of those results, you create an impression. These impressions are fundamental to brand awareness. To this extent, consumers will recognize your brand, product or service.

In an endless sea of ​​options, brand awareness is the first step in the marketing and sales funnel. Whether you’re promoting a new product or focusing on retention, recall and recognition are vital. SEO offers the opportunity to increase brand awareness with every search.

When creating your SEO strategy, you made sure that your website is easy to navigate, easy to search for, accessible, and – critically – credible. Landing your company on the first page of results not only increases visibility, but also makes you more likely to be perceived as a leader in your industry.

2. PR and reputation

The move from print to digital media has expanded your company’s potential audience exponentially. Online publications often have a much larger readership than traditional media. Therefore, digital public relations support the visibility of your brand.

Once you understand that both online and traditional print publications use industry experts as content owners, the first step in your PR and reputation strategy will want to ensure that you are visible as an expert in your region and / or industry.

Once you are an expert in the virtual domain, your credibility continues to grow and it gradually impacts with each coverage. News publications tend to have high domain authority as links continue to be one of the most important ranking factors for search engines. Every mention in the media optimizes your searchability through a multiplier effect that continuously increases your credibility. and visibility.

3. Consumer and market insights

During the ongoing global pandemic, we have seen incredible changes in consumer behavior around the world. As consumers keep re-evaluating everything from their careers to lifestyles, and demanding more from the brands they want to buy from in order to make sense of their purchase, the insights that SEO can offer offer incredible value. From consumer behavior trends to market and demand fluctuations, search behavior can provide the data businesses need to understand market drivers and pan around in real time.

Using SEO results and search patterns combined with proper strategic thinking can lead to continuous improvement in a number of departments.

For example, consider the content strategy. Marketers know that quality content is critical to sales strategies. However, what contributes to its success depends on the needs and wants of the users. Understanding users’ search patterns can help inform desirable content throughout the buying phase, which ultimately leads to better conversation rates.

4. Content and cross-channel activation

Of course, we can’t consider a content strategy without considering cross-channel activation. By integrating and activating content across marketing channels – from video to email to industries and beyond – you can reach your customers where they are. It’s the starting point for the personalization that consumers crave.

By implementing optimized content in an integrated approach that covers everything from paid search to social content, an intelligent content framework supports strong organic search success while fulfilling consumer curiosity by ensuring that content is not just for you Channel, but for all channels.

Source: BrightEdge SEO Platform Research

Intelligent content is optimized from the point of creation and can be activated across channels. The key to successful cross-channel activation is a thorough understanding of customer intent, targeting customers to the details they want and need when they need them, and tweaking to ensure visibility.

5. Customer experience and loyalty

The hallmarks of a good digital experience are key components in the evaluation that search engines make when considering whether your website is the best result for presentation. From ease of use to content relevance to ease of search, Google wants your website and content to be the best answer.

SEO creates value by providing a model for continuously improving the online experience of users (customers). Add to this the personalization enabled by SEO, and you have the foundation for a first-class customer experience.

As customers around the world demand more personal experiences, successful companies take a holistic view of the customer experience – and SEO is a great tool to help guide the full customer view. SEO Insights provide a package of built-in tools and functionality and provide the ability to transfer digital strategy from the page to the personal by leveraging data to deliver personalized experiences to customers in real time.

6. Offline and local

As we know, consumers use online research to inform their offline activity. By mining SEO insights, offline and local campaigns are also informed.

From a service standpoint, from comments to online questions, what consumers want to know in the digital space can lead to conversation starters in the physical space. Equip your customer service reps with these insights to make more meaningful personal contacts and ultimately deepen customer relationships.

Educating an in-store experience with SEO insights doesn’t end with sales training. Understanding search terms that are not producing results will present your buyers with items that your customers want to offer you. This offers opportunities for new product lines and / or a diversification of your services.

7. Sales and lead generation

Acquiring customers can be costly. We know that inbound strategies are the most effective and that SEO is an important source of leads. Rather than investing countless hours into outbound marketing strategies, it provides an inexpensive lead generation way to get customers with the information they need – when they need it – while they research and review throughout their shopping journey.

Whether B2B or B2C, sales grow when the right content is delivered to the right customer at the right time. By optimizing online content across channels, you can generate more traffic and conversions and thus generate more sales.

In short, the right SEO strategy can lead to success well beyond the digital realm. Understand that betting and forgetting is a strategy that is doomed to fail. By making a commitment to monitor and activate SEO insights as timely as possible, companies can meet customers and prospects where and when they are most receptive to your messages.

From sales to service to loyalty, there are nearly endless opportunities for businesses to unlock the value of SEO when backed by the right insights.

Jim Yu is the founder and CEO of BrightEdge, the leading platform for enterprise SEO and content performance.

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