People used to salivate when web specialists would approach them speaking about SEO. Like moths to a flame, business owners and those craving an online presence would come flocking. Now, that’s not necessarily the case.
Those small businesses that used to love the idea of search engine optimisation are now slowly pulling away. Business owners and shops are leaning more toward growing their social media presence than optimising their websites – and honestly, I’m not surprised in the slightest.
WHAT’S THE HOLD-UP?
The digital space is receiving more and more traffic every single day. There is a massive amount of eCommerce sites and informative content being added every second – and I don’t see it slowing anytime soon. It can be incredibly intimidating, especially to small business owners just getting started. Because of this, it makes sense that people are becoming more conservative when it comes to their digital strategy.
Some Common Questions
- How will it work?
- When will it work?
- Is it a good investment of my time?
- Is it a good investment of my money?
- Will it be worth it?
- When will it pay off?
- What the heck even is a digital strategy?
Social media seems the easier route, especially with an estimated 71% of the world’s population having some sort of digital platform according to Statista. However, just because a brand’s social media presence may be booming, that doesn’t necessarily mean that they’re converting their followers to web traffic.
WILL I SEE STEADY TRAFFIC IMMEDIATELY?
Here’s the thing – search engine optimisation is not a strategy that works overnight. Personally, I think this is why those who don’t understand exactly what it is and how it can help a business’ site tend to shy away from it. Search engine optimisation is a tactic that should be measured monthly (if you’re a smaller business) and weekly if you already have a large digital presence.
But conversions? How do you even begin to convert customers from your social profiles to your website? Odds are, unless they click on a direct link or know exactly what your website URL is when clicking onto Google, they’ll probably have a hard time finding you. This is where SEO becomes a key player in your digital strategy. It creates the link between customer and search engine, and it helps your target audience find you online.
If timely web traffic is what you’re looking for, taking a look at your content strategy is a worthwhile investment. When you’re optimising for search engines, let me let you in on a (not so) little secret – SEARCH ENGINES LOVE CONTENT! Yes, it’s true! One of my favourite optimisation tactics is in fact, looking at your content strategy and seeing how you can best add content to your site that search engines can index, resulting in that highly sought-after increase in traffic.
SO TELL ME, WHERE’S THE MONEY LOSS?
Tell me this – how would your business change if you could get more eyes on your site? Maybe you sell a product, and the extra profits would allow you to invest more into your business. Perhaps it’s a consultation service that you offer, and you’re looking for a way to scale your client base. MAYBE you’ve got a side hustle, that with a bit more web traffic and conversions, you could finally take full-time.
So answer me here – do you see where the money loss is when you’re not utilising SEO? It stems from the amount of people that A) know about you (without needing a word-of-mouth reference) and B) the people that can stumble upon your site by typing in a key term from Google. Sure, converting people just from a social profile is great. I’m not downgrading or downplaying that. But, you need to have a ‘back-up’ option in case that no longer works for you.
What if Instagram were to shut down tomorrow? Would you have a fallback that would still help people to find you online? If not, spending resources – even if you’re not throwing your entire marketing budget at it – is worth it in order to convert people from a ‘borrowed’ platform like Instagram or Facebook, and convert them to be an audience member of a platform you own.
WHAT COULD YOU DO WITH INCREASED TRAFFIC?
What if you had a product worth $20, and by increasing your web traffic could sell 15 extra per month? Imagine if your business earned an extra $300 per month, or $3,600 per year? What if that number were doubled? Tripled?
You see, having a higher amount of web traffic can seriously benefit your business. It puts you in front of the customers that are searching for your type of services or products like yours. SEO is an area of digital marketing that I personally feel is quite underrated. Yes, it may take longer than other marketing strategies to garnish results. But often, those results are longer lasting and, more importantly, owned instead of borrowed.
OKAY, YOU’VE GOT ME ON BOARD. NOW WHAT?
Let’s recap. I’ll tell you this now, and continue to say it for the foreseeable future. SEO is not something from which you can expect overnight success. It’s something you build, meticulously maintain and strive to meet various goals. BUT, even though it can be an extensive process, the results are worth it. SEO creates the link between your business and your target audience online. It helps your customer base to find you as well as giving you the potential to scale your business in the digital space.
If you’re considering revamping your SEO strategy, or are wanting to invest in it for the first time, drop me a line and we can chat about how to best set your business up for digital success.