For the vast majority of consumer purchases, the decision to buy is not immediate. Instead, it takes research, time and multiple encounters with a brand and its product or service before consumers pull the trigger. Where is all of this mainly happening? Online.
To break through the digital noise and stand out amongst the thousands of other online businesses, companies must build and maintain a consistent SEO strategy. SEO or search engine optimization not only increases the likelihood of your business getting found during a potential customer’s research phase but also ensures they encounter your business again and again over the course of time it takes them to make their final purchase decision.
At its most primitive level, SEO is accomplished by strategically permeating your website with keywords consumers are using to research products or services that solve their problems and links to quality content either internally (a link to another page of your website) or externally (a link to another site’s quality content) that centers around the solution customers are seeking.
Why spend the time on SEO?
It takes more than just one blog post to make a difference in your SEO, so why spend all the effort? The reality is that our digital landscape is oversaturated with businesses just like yours offering almost identical solutions that are competing to get the attention of a small pool of ideal customers. For companies that cannot compete monetarily against their competitors through large-scale marketing and advertising campaigns, SEO offers a less costly but effective way to go to combat. The cost is exceptionally low to implement SEO and the more you do it, the more its effectiveness compounds.
SEO also encourages consumers to seek out your business over and over. With content that answers their questions, they will return to your website to find the answers. Again, this increases the number of instances a single consumer interacts with your company and therein increases the likelihood that this customer will choose you over the competition when it comes time to buy.
Five tips for building strong SEO:
Keep in mind that a strong SEO strategy is a long game. It takes time for your ranking to go up, your discoverability to get better and for consumers to view you as a trusted resource. Set expectations that your hard work will pay off months from now. All of this takes time, but in the long run, if you are consistent with your strategy and are frequently posting fresh, high-quality content, your customer acquisition will increase and your business reach will expand well beyond your local market.