Tue, 29 Oct 2013 00:00:00 GMT
The world of marketing is changing rapidly and SEO is a leading topic of discussion in the area of online competitiveness. In part I and II of this series we looked at some of the fundamental aspects of SEO, as well as some of the techniques employed. This article the third and final in this series will simply explore why SEO is important for your SMME.
By understanding the "SEO picture" clearly and implementing a well-thought-out SEO plan, even your small business can potentially rank on the first page of major search engines for desirable keywords.
Here are a few considerations highlighting the benefits of SEO for your SMME:
- Building a user-friendly website with optimised content is crucial. A person visiting your website for the first time should also be able to quickly find what they are looking for. Studies show that when a user becomes frustrated trying to "figure out" a website, they will simply leave and try their luck at another competitor website. Many businesses consider the design aspect, but ignore the optimisation of content and the integration of easy-to-navigate links. This forms part of the entire SEO strategy, and ensures that you not only receive more traffic, but a higher sales conversion rate too. A good book to read on user-friendly websites is one written by Steve Krug called Don't Make Me Think – A Common Sense Approach To Web Usability. This book shows how a website can be easily transformed from something that is difficult to navigate into one that allows users to seamlessly find what they are looking for.
- You will be able to monitor the number of visits to your website and compare this to the overall performance of your business through key indicators such as click rate and visits. Tools such as Google Analytics help you to assess which keywords people are typing in, how your business is performing compared to your competitors', and which keywords your business is ranking the best for.
- Through SEO, you will be able to reach new customers who may never have heard of your business had they not researched a product on the internet or searched for relevant keywords. You will not only get new customers, but you will also create brand awareness through SEO.
- You will be able to move closer towards achieving sustainable, if not exponential growth, if your SEO strategy is well-executed. This enables your business to weather the storms of poor business locally and continue to trade while others may be closing their doors.
- You will also be promoting the right message on a platform of 'healthy' brand communication, as today's increasingly innovative consumers are seeking service providers that are also creative, adaptive, and-up-to-date with marketplace trends.
Search Engine Optimisation is inexpensive and can lead to fantastic results for small businesses. Through effective SEO, your SMME can appear in search engine results right next to large businesses that normally would outshine you in traditional advertising methods.
A well-planned and implemented SEO strategy could lead to better sales than any other advertising strategy.