SEO (search engine optimisation) refers to the process of getting free, organic traffic to your website through SERPs (search engine results pages).
To achieve this, your website must be optimised to rank in SERPs for specific keywords or keyphrases that your target audience would search for (e.g a clothes retailer selling “cheap male suits”).
This effort is further enhanced with the usage of other SEO strategies such as optimised content and link building.
All these efforts work towards making your site and your brand seem authoritative, as search engines try to place the most reliable, authoritative sources near the top of their results pages.
A major benefit of SEO is that whilst other search engine marketing strategies come with a high price tag, organic SEO instead requires time, commitment and consistency. In fact, it usually takes on average 6 months to begin to see the benefits of investing into SEO.
However, the rewards far exceed the time required to push your website to the top of SERPs. The first result listed in the results page, receives over 33% of all traffic related to that query, meaning the higher you rank organically in SERPs, the more traffic is driven to your website.
Even without stealing the poll position, your website benefits with the endorsement of SEO strategies. Just by reaching the first page of the SERPs, have you opened up a tide of traffic to your website. In fact 75% of web users state they never check beyond the first page of results.
Another benefit of SEO is that once authority is built and maintained, you website will stay at the top spot. Unlike other paid marketing methods, the effects of SEO do not disappear when budget runs out.
Provided a consistent pace of quality, authoritative content is achieved, your website will remain at the pinnacle of SERPs indefinitely.
With 70-80% of searchers claiming to ignore paid search listings altogether, initiating effective SEO strategies is the best way to unlock the potential of your business. If you’re not well-versed in search engine optimisation, it is wise to get great SEO services from a digital marketing agency to make sure that you’re targeting the right audience.