SEO (or search engine optimisation) is a complex combination of digital marketing activities which ensure that your website is technically sound, user friendly and is fully optimised for the search terms which your target customers are using when looking for the products or services that you offer.
Here are just 5 ways that SEO will aid sales growth:
1. Increased brand awareness
By improving the SEO of your website and therefore ranking higher in search engines, your website will be seen by a larger number of people. These people are all searching for a product or service which you provide and therefore you are overcoming the first hurdle – becoming known to them. Even if a prospect doesn’t convert into a sale on first contact, there is a good chance that they may return ready to purchase at a later date.
Awareness is the first stage of the AIDA model that describes the steps a customer goes through in the process of making a purchase. (Attention, Interest, Desire, Action.)
2. Establishing trust
Studies show that people place more trust in websites which rank higher in search engines. This is because it is a well-known fact that search engines provide more visibility to higher quality websites with stringent security measures. By establishing this trust with potential customers, they are more likely to visit your website and certainly more likely to make a purchase or booking with you.
3. Increased website traffic
As you have probably gathered by now, the two factors above ensure an increase in traffic to your website. The percentage of people who see your website in the search results and then chose to click on your website is called ‘organic click through rate’. For an SEO optimised website not only will your visibility be higher but your click through rate will be higher too as your meta data (the information displayed by the search engines) will be well written, structured and optimised for the most relevant keywords.
4. Better User Experience
One of the services an SEO expert will provide is reviewing and amending the structure, layout and content of your website if it already exists. If a new website is being created for you, our expert Sam will be involved in the planning and development of all aspects of the build so that is it optimised from the start. This ensures visitors to your website can navigate easily around your site and perform certain actions with ease (e.g sending an enquiry or putting items in the basket) making for an all-round pleasant user experience.
5. Increased sales
If we combine increased brand awareness and more website traffic with a high level of trust and a seamless website the result is of course – more sales!
Admittedly SEO is a long-term strategy when compared to things like pay per click and social media advertising, but once your website’s SEO is in order it becomes an extremely cost effective marketing method and therefore your profit margins will see the benefits too.
Author: Sam Cooper
Digital Marketing Specialist
Sam specialises in web design, Search Engine Optimisation, Google Ads and social media advertising and strategy.