Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine’s unpaid results — often referred to as “natural,” “organic,” or “earned” results.


1. Businesses Are Now Positioned Online

93% of people who are looking for products and services do so using a search engine. Thus, if your business is not online you are denying your enterprise the opportunity of being found by the three billion users who search the Internet every day. Building a website is just one component of your overall strategy. Your website needs to be found in order for it to generate business and in the virtual world, it is all about the search rankings. Businesses are investing in strategies to get them to climb the search rankings higher for the coveted number one spot.

With close to one billion websites operating in the Internet, competition for search rankings has gotten tighter. While number one might be a big challenge, it is important to be noticed right away as 75% of Internet searchers do not go beyond the first page of the search results.

SEO plays a pivotal role in having your website found and in conjunction with other online marketing strategies such as social media and blogging it becomes a powerful tool in improving your search rankings.

2. Search Engine Optimization Is A Cost-Effective Strategy

About 75% of marketers rate Search Engine Optimization as excellent in terms of Return-on-Investment. This is because SEO is one of the most affordable tools for online marketing and yields consistent and effective results.

Search engine optimization is not just affordable; it is cost-effective because it is customizable to your business needs and budget.

Keyword analysis, link-building and other Search Engine Optimization techniques are not implemented on a one-size-fits-all approach. Research needs to be done on your target audience to know with certainty how the SEO strategy should be designed and implemented.

Thus, it can be inferred that SEO is an investment that pays out dividends over the long-run. It does so by firmly targeting your marketing efforts squarely to your intended audience.
In a way, SEO becomes a measure of your productivity. Every dollar spent on a SEO can be evaluated on the returns it generates.

3. Search Engine Optimization Generates Traffic With A High Rate Of Conversion

As previously discussed, Search Engine Optimization involves research; it is a highly-targeted process right down to the last details. Through keyword analysis, SEO can determine the size of a market and the population of consumers that is searching for the exact keyword. There are some SEO professionals who integrate behavioral reasoning and uncover the intent behind the specific keyword searches. By successfully identifying intent, addressing the needs, concerns and issues pre-occupying your target audience you will be able to build trust and establish a reputable profile that your business is the most qualified. This translates to a higher rate of visitor-to-sales conversion for your website.

4. Search Engine Optimization Takes Advantage Of Weak Competition

SEO has grown increasingly popular over the last few years that you will be hard-pressed not to find a business that has not integrated it in its marketing and promotional strategy. But not all companies use SEO and those that do may not be utilizing it correctly. Properly designed Search Engine Optimization strategy can position your business to harvest traffic from these search results. You need professional expertise to conceptualize this approach. Business-owners need to understand that Search Engine Optimization is a specialization. It is not an endeavor that can be learned over-night and applied successfully. Using the same analogy in building a website, having one designed by a professional will yield better results than one which is done at the basement of the 15-year old cousin of one’s best friend.

Also, those that still do not believe in the capabilities of SEO and resort to traditional marketing strategies will be exposed because of their weaknesses. In a study conducted by Ipsos OTX, it revealed that 71% in a sample population of 5,000 smart phone users searched an item because they saw an advertisement online.

On the other hand, traditional marketing systems are too broad in scope. The messaging is greatly dispersed and filtered in a market which may not even show interest in your product or service.

5. Search Engine Optimization Continually Evolves For Greater Opportunity

The best aspect about SEO is that it is a dynamic process; it evolves just as markets evolve. While the techniques and methodologies may hardly undergo change, its application will evolve to conform to the demands and the will of the market.

What makes SEO work is that it respects the market and acknowledges its uncertainty and unpredictability. Markets are composed of human beings who are prone to emotion and thus be subject to factors that exert different levels of influence. Tastes, preferences and demand patterns will always be subject to change.
In the same context, your website and online marketing mix must also remain dynamic. These can never remain static within the ever-changing, ever-evolving virtual world of the Internet. SEO which is highly measurable can be assessed, evaluated and revised to reflect shifts in the market.

As the world continues to capitalize on the possibilities and capabilities of the Internet, the value and significance of SEO will continue to increase. It has become the crux by which all online marketing strategies are levered to maximize their effectiveness.

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