Search engine optimisation (SEO) is a term that’s thrown around a lot in the digital world, but just how important is it?
With more than 100 billion searches going through Google each month, breaking through the competition to find your way to the top of these search queries is more important than ever, especially if you want your business to remain relevant. So, if more website traffic, an increase in conversions, and a strong ROI are all things that get your blood pumping, then SEO is for you.
Here, we share our tips on how an effective digital marketing strategy can improve your businesses ROI.
SEO Can Improve Your Website’s Click Through Rate
According to recent research by Hubspot, the search result in the first position on Google for a user’s query has a 34.36 per cent click through rate on desktop and a 31.35 per cent click through rate on mobile devices. This figure decreases to as little as 7.95 per cent for the tenth search result.
Regardless of how beautifully your website is designed, it’s highly unlikely your website will even get close to the first page of Google if you don’t have a strong SEO strategy in place. This includes things like optimising your meta tags and meta descriptions, regularly updating and optimising your website’s content, and completing a significant amount of technical SEO work through your website’s content management system. By doing each of these things, you’ll be increasing your chances of getting on the first page of Google for relevant search results, and therefore, increasing the number of people you get visiting your site.
SEO Can Improve Your Conversion Rate
While getting visitors to your site in the first place is important, just because someone looks at your website doesn’t mean they will convert into a paying customer. In fact, 55 per cent of users will spend less than 30 seconds on your website, so you don’t have very long to impress them.
There are several things you can do to combat this, all of which are fairly standard SEO practice. You can:
- Optimise your content with strong headings, clear call to actions and relevant, informative content
- Ensure your website’s home page is targeted at your ideal customer, by taking into consideration design elements like colours, fonts and imagery, and by writing content that resonates with their wants and needs
- Run a paid remarketing campaign through Google AdWords, so you can target users who have been on your website but didn’t convert by reminding them that you have the services/products they’re looking for
Each of these points can help keep potential customers on your website – or get them coming back to your website – long enough for you to convince them they need your products and services. This is especially important considering 81 per cent of shoppers now conduct research online before making a purchase. So, if they like what they see in the short amount of time they’re on your website, they will be more likely to shop with you.
How Long Will it Take to Start Seeing Results?
SEO is a lot like the stock market. As much as you might like to start making money off it straight away, it is a long-term investment. But, don’t let that deter you. Each piece of SEO work that’s completed will bring you one step closer to achieving your desired ROI.
For example, if a key focus of your campaign is improving your keyword rankings, getting your brand to the top of the search results for your desired keywords will pay off in spades. Let’s say that you want to rank number one for the term ‘women’s shoes online’. If this phrase is searched 5,000 times a month, and you’re getting just under 35 per cent of the click through traffic in your top-ranking position, then you could reasonably expect to receive 1,650 visitors per month for that keyword alone. If you’ve put in the hard yards and optimised your website effectively, you’ll be in the perfect position to convert a large portion of these visitors, and as such, see a significant ROI.
To learn more about how an effective SEO strategy can improve your businesses ROI, contact the team at Webfirm today!