Posted by Jami Oetting on April 19, 2022
What is the first thing you do when you need new marketing ideas? What about when you decide it’s time to find a new accounting software? Or even when you notice a flat tire in the car?
My guess is you turn to Google.
Impact Plus reported that 61% of marketers named SEO as a top marketing priority in 2021. And so, it’s a cold, harsh truth that without at least some presence on Google, your business faces a digital uphill battle. In this guide, you’ll discover a strategy to build your online presence — Search Engine Optimization (SEO). You’ll learn what SEO is, how it works, and what you must do to position your site in search engine results.
There are a ton of ways to improve the SEO of your site pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links (also known as backlinks). Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in their SERPs.
With all of these factors taken into account, SEO primarily drives two things — rankings and visibility.
SEO works by optimizing a website’s content, conducting keyword research, and earning inbound links to increase that content’s ranking and the website’s visibility. While you can generally see results take effect on the SERP once the webpage has been crawled and indexed by a search engine, SEO efforts can take months to fully materialize.
This is what search engines use to determine where to place a particular web page in the SERP. Rankings start at position number zero through the final number of search engine results for the query, and a web page can rank for one position at a time. As time passes, a web page’s ranking might change due to age, competition in the SERP, or algorithm changes by the search engine itself.
This term describes how prominent a particular domain is in the search engine results. Lower search visibility occurs when a domain isn’t visible for many relevant search queries whereas with higher search visibility, the opposite is true.
There is one more important reason why you should be using SEO: The strategy virtually helps you position your brand throughout the entire buying journey.
In turn, SEO can ensure that your marketing strategies match the new buying behavior.
Because, as Google admitted, customer behavior has changed for good.
As of June 2021, 92% of internet searches happen on a Google property.
What’s more, they prefer going through the majority of the buying process on their own.
For example, Ststista found that 60% of people research a brand online before making a purchase. What’s more, this process has never been more complicated.
Finally, DemandGen’s 2022 B2B Buyer’s Survey found that 67% of B2B buyers start the buying process with a broad web search.
But how do they use search engines during the process?
Early in the process, they use Google to find information about their problem. Some also inquire about potential solutions.
Then, they evaluate available alternatives based on reviews or social media hype before inquiring with a company. But this happens after they’ve exhausted all information sources.
And so, the only chance for customers to notice and consider you is by showing up in their search results.