Does My Business Need SEO?
The short answer is YES. Your business should invest in SEO. Search engine optimisation offers ways to increase your website traffic and ROI without paying for every click.
SEO vs PPC
When you run PPC ads, you’ll be charged for every click that comes to your website through that channel. The cost of this click is determent by the popularity and the difficulty of the campaign chosen keywords.
However, if your website ranks organically on the search engines, this traffic is essentially free in terms of a cost-per-click. The investment here is into skills and resources to rank a website on the SERPs and the return of investment lasts for a longer than the PPC.
If you’re able to rank your website at the top of the search engines, you’ll benefit from a stream of traffic that won’t have click costs associated with it, and that won’t stop when ads are turned off. Rank organically, and you’ll enjoy 24/7 visibility.
User Intent And Conversion Rate
Google uses different search algorithms and ranking systems to determine the underlying purpose of each query. Then it analyses web pages, searching for the keywords that match up with the user intent to list them on the SERPs. That’s why content needs to align with intent to rank well, drive more traffic, and convert them into customers.
User Intent Types
Informational:
When users are looking for information. ‘What is SEO?’ is a good example of a search term exhibiting informational intent. Here, people are not looking to buy anything but are looking for relevant information.
Navigational:
In navigational intent, users want to find a particular website. In the search terms, you will find brand names that signify a searcher’s intent to visit that specific website or page. Here, you don’t have to do much regarding conversion optimisation because.
Here, you need to build a proper website with great content. This lets you get site links to show in the search engine result pages (SERPs).
Transactional:
Users with transactional intent are ready to make a transaction (i.e. a purchase). The terms ‘buy’, ‘discount’, and ‘best price‘ indicate transactional intent. Use these key terms in your keyword selection can be pivotal for your PPC campaigns and SEO.
This is because Google can understand from these keywords that your ads have transactional intent and can produce shopping ads as a result. Here, you can use all the conversion optimisation strategies you have at your disposal.
SEO for your Business
Organic search is responsible for an average of 53% of total site traffic. If you’re ignoring SEO, your competitors are enjoying this traffic. Most businesses cannot ignore the importance of SEO. No matter what type of company you are, whether you’re a local business, sell online, or are a service provider, you need to team up with a London SEO Agency or London SEO expert be paying attention to your SEO strategy.
