Why Invest In SEO?

Whilst driving traffic from as many channels as possible is important, organic traffic is the only “free” traffic that comes to your website based on your rankings and what Google understands your business to be about.

Organic traffic is often thought to bring more new users than other channels. Through well-optimised content, you can rank for various relevant terms. This means that when users search for specific terms (that you happen to rank for as they match your business offering), they will see you in search results and click! It puts you in front of new audiences and higher-relevant searches.

Using organic Google rankings to drive traffic takes time! Whilst it’s a long-game kind of channel, once you are established and continue to work on optimising your website, it’s easier to rank and stay at the top of the SERPs.

To summarise, SEO should be used as part of your marketing mix for the following reasons: 

• Reaching New Audiences - users coming based on their queries, meaning less reliance on brand terms and repeat “customers.”
• High Intent Targeted Traffic - you can optimise for keywords that show more intent to convert; once you rank for them, you’ll likely see better quality traffic on your website.
• Long-Term ROI - as we’ve established, SEO takes time, but once you’re ranking for your target keywords, it’s a sustainable and longer-term strategy with traffic flowing from this channel as long as you rank well.
• Establishing your brand as an authority - By being visible at the top of search results for lots of keywords around a specific topic, users are likely to see your brand as an authority. In the long term, this will create a brand affinity, with users coming directly to you instead of competitors.