What is SEO and How Can It Help Your Business Grow?30th October 2017
If you’ve landed on this page you’re probably wondering what SEO is, or perhaps you have an understanding and just want to learn more about how you can implement it into your business.
Today we will be covering:
- What SEO is and how it works
- Why it’s crucial that you utilise SEO effectively to grow your business
- Where the true value in SEO lies
What is SEO?
SEO is an abbreviation for Search Engine Optimisation. The purpose of SEO is to optimise your site so that you rank higher in search engines, and thus get an increased amount of traffic due to ranking higher.
At its most basic form, SEO consists of on-page and off-page optimisation with Google being the ultimate search engine to focus on.
Google has an algorithm that will analyse your site and then decide if your pages are relevant and authoritative for the users search query. This is where the links (off-site optimisation) come in. Generally, the authority of a site is measured by analysing the amount and the quality of links from other sites to it.
This you will see commonly referred to throughout the internet as ‘Link Juice’. When one site links to another, it shares some of its ‘Link Juice’ with that site. Google sees this and rewards your site by ranking you higher and improving your SEO slightly. Why does Google do this? Chances are, if your site is being linked to from another, it’s good quality content and Google wants to promote the highest quality content to the top of the search engines. This leads neatly into our next point.
Why is SEO important?
It’s all well and good talking about what SEO is, but why do you need SEO for your site? There is a plethora of answers to this question but let’s just stick to the main points:
- Successful SEO works for you in the background – It automates the process of bringing potential customers to your website, think of SEO like free advertising. It takes some effort and direction to be successful but when done correctly it can be very beneficial to your business’s bank balance (more on this later).
- SEO helps Google’s bots understand your site better – When you have great SEO optimisation on your site, and inbound links pointing to your site, Google’s crawler bots find your site more easily and this allows them to index your page smoothly. The benefit? Google then points your prospective customers in the right direction when they are searching for an answer to a question your site has already covered.
- The higher you rank in Google the more likely people are to click on your link – When people are searching for queries related to your site there are two ways to get them to click. Pay for an advert or rank on the first page of Google. While both options may cost you money to invest, if you pay for ads you will always have to pay for ads. Whereas if you build your sites SEO and maintain it, usually your site will remain at the top. With SEO, it’s all about the long-term of investment.
The Value of SEO.
Now let’s talk about the value of search engine optimisation. As a business, the potential value of SEO can be monumental.
In the last few years case studies have shown that 90% of all web traffic that comes through a Google search is accessed via page 1. That means that only 10% of people who search through Google ever make it to the second page. That’s why it should be your absolute priority to rank on the 1st page for as many relevant and well searched keywords as possible.
Studies have also shown that if you rank #1 for a Google keyword, you will gain on average 33% of all web traffic, if you rank #2 you will gain around 18% of the traffic.
So that means that both #1 and #2 combined account for a whopping 51% of traffic! So just to go over those figures again:
- 90% of all traffic that is searched for on Google goes through page 1.
- 51% of all traffic goes to whichever websites rank first and second.
So when we translate that into real world figures, what does it mean?
Well, let’s take for example a keyword like ‘car tracker’. Then let’s say you own a website with a sales page for car trackers, and you have just one product on this sales page.
- The product you sell on this sales page is priced at £69.99.
- Car tracker is searched for on Google around 60,000-100,000 times a month.
If you were to rank #1 on Google, you would receive approximately 19,800 – 30,000 visits a month or if you ranked #2 on Google, 10,800 – 18,000 visits a month, just from that one keyword.
Now let’s say that out of every person that went onto your website, 5% converted onto your email list, creating for you a potential future customer you can pitch products too.
- Ranking #1 – You’d have 990 – 1500 new email subscribers on average per month.
- Ranking #2 – You’d have 540 – 900 new email subscribers on average per month.
Now let’s say, on top of all those potential future customers that you acquire, 0.5% of the people who visit your page also end up buying your product (realistically 0.5% conversion is very low, many achieve much higher levels of conversion such as 10 – 15%).
- Ranking #1 – With a low 0.5% conversion you would have made between £6,900 – £10,400!
- Ranking #2 – With the same 0.5% conversion you would have made between £3,770 – £6,200
To summarise that information, if you rank #1 on Google for the keyword ‘car tracker’:
- You will get between 60k – 100k website hits a month
- You will acquire 900 – 1500 new email subscribers
- You will earn between £6,900 – £10,400 in sales for that month
Is it worth investing in growing your SEO?
Absolutely! If the figures above haven’t convinced you, please get in touch and we will go through some real-life scenarios for your business to see how much extra traffic and money we could potentially be making for you in the very near future.
Please note that the above data are estimates and are used for demonstration purposes only. If you would like us to calculate your personal ROI, please get in touch.