Search engine optimization, or SEO, is a technique to boost the search engine result rankings of your website. This includes defining which keywords and phrases the target market uses when searching for products or services such as yours, and then working to rank well for those searches. SEO is today an integral component of any successful marketing campaign. But to fully understand why SEO is important for your business, let’s go through some of the reasons, why you should be optimizing your site.

1. It will help you make a mark
Although branding is considered to be a traditional marketing strategy, while SEO falls into the digital category, the two work similarly. Creating a brand involves both understanding what you are offering and what others are thinking about that. And the variables are identical if you look at the steps involved in optimizing a web. You need to build content that suits the needs and desires of your audience, and then find ways to gain connections from other sites to that content. When you have this partnership in mind when designing your SEO plan, you can pick keywords and generate content that suits the picture your company wants. Your online presence will then represent your ideal branding — and help you with your target audience to create that.

2. An optimized website creates more traffic
The goal of SEO optimization on the surface is to boost the rankings of your site in the search results. But beyond that, the goal of attaining high rankings is to draw more traffic — and hopefully, to turn that traffic into customers and lead. SEO is the best way to achieve this goal if you want to bring more users to your site.

3. You don’t need to pay for the Ad space
One of SEO’s biggest benefits is that it doesn’t require you to pay for the ad space. Compare the workings of traditional marketing campaigns. Whether it’s on a TV channel or in a magazine or a newspaper, first you determine a location you want your Ad to appear. Then, you pay the company that owns that media for placement. You can be paying for your Ad to run for a certain amount of time, or for a variety of other things as well. Once that time is up, your ad will cease to appear — and will stop producing results for your company. Now, consider the various pages that appear in search engine results. The top two listings are ads with pay-per-click, or PPC, as the small “Ad” tag denotes. Much like typical marketing campaigns, you win one of those spots with continuing costs. If you’re familiar with PPC, of course, you know that advertisers only pay when a user clicks on an ad and visits its site. It does give it an advantage over conventional approaches. Each visitor, however, entails a cost — and the minute an advertiser ceases their campaign, they cease to show up. But the sites appearing as organic results, below those ads, aren’t paying anything for those rankings. While they’ve probably invested a considerable amount of time and money in creating the pages that rank in those spots, they appear on page one because Google’s algorithm thinks they are providing users with some value. As a result, they receive traffic without investing a penny.

4. It helps your audience find your site
SEO will help your company get to the forefront of your target market as they actively pursue knowledge. And given how popular it is for customers to use search engines to find product and service information, this is an incredible opportunity. In reality, when they want to know more about a new company, product, or service, 62 % of customers turn to search engines first — and 41 % use them when they’re ready to purchase. It means that if you want your company to be part of the online research phase of a customer, keywords relevant to the goods or services that you are selling need to appear in the search results. However, according to the same report, 48 % of customers choose to visit the official website of a company to learn more about it. So having a strong online presence will not only help you achieve your marketing goals but also allow your target audience to research and buy in a way that works for them.

5. It boosts credibility and authority
For many companies, the Internet has significantly changed what the selling cycle looks like. That’s because customers today have access to a variety of valuable tools that can help them know their choices before talking to a salesperson. And you can become part of the learning cycle through SEO optimization. That’s particularly true when you combine your SEO efforts with marketing content. When creating insightful, useful content, early on in the research process you can create trust and reputation with potential customers. Here’s an explanation of how it works. First, a user finds your site by searching for industry-related information, and seeing one of your resources in the search results. Then, they read that resource. They can share it with their friends if they like it, and subscribe to your email list. This is where the cycle slows down. The user may go back many times to your site and read your email content frequently over the next several months without taking action. And that can be frustrating if you’re used to the traditional sales process. Yet you’re building your brand as a reliable, trustworthy source of knowledge for every piece of content that they read. And, when they are ready to make a purchase or speak to a sales manager, they’ll know exactly which company to switch to — and they’ll feel incredibly confident doing so with all the helpful details you’ve already given free.

6. It can help you stay ahead of the competition
You’re not only looking to change where your site ranks on results pages when you optimize your platform. You want to step beyond your opponents as well. Just note that on every given results page the first result gets an average of 20.5 percent of the clicks. The second result will be 13.32 % from there, and the third will be 13.14 %. This means you’ll gain a larger percentage of the clicks on your target keywords as you step higher in search results — and your rivals will gain less.

7. Improves User experience
The primary aim of Google is to provide its customers with the best possible results. As a result, many of their algorithm changes are focused on ensuring that they direct users to pages that provide not only relevant content but also a great user experience. That’s why, in rankings today, technological factors such as mobile-friendliness, accessibility and site speed play a much greater role than ever before. While this means that optimizing your site may require a bit more professional help, it also means you will be continuously improving your site’s user experience. And considering the impact that user experience has on conversions, this can have a significant long-term impact on your sales and revenues.

8. Easy to measure
Finally, one of the greatest benefits of SEO is that you can measure virtually every aspect of your output. Unlike conventional approaches, which often rely on finding associations between ad campaigns and sales, it is easy to see how much return you get on your investment in SEO. Tools such as Google Analytics can be used to monitor your traffic, referral sources, conversions, and any other metrics that matter to your business. That way, you can objectively determine what is working for you and what isn’t. That way you can be sure that you’re allocating your marketing budget to certain strategies that have the biggest impact on your goals.