Some brands ignore SEO because of the long wait for ROI. But they shouldn’t. Even a small amount of monthly SEO work can have drastic benefits down the line.
According to a Brightedge study from 2019, 53% of trackable web traffic stems from organic search results. Compare that to only 15% for paid search traffic, and you begin to see why search-engine optimization (SEO) is so important.
SEO isn’t just a traffic driver though. The main KPI for SEO may be an increase in organic-search volume, and subsequent leads and customers from that channel, but it has benefits for other marketing channels too — and for your larger brand.
For instance, the more organic-search traffic you drive, the more folks you can retarget. That means you can leverage your paid digital channels to help move folks through a funnel, rather than get them in the net in the first place.
You can also reduce your paid digital spend and blended customer-acquisition cost (CAC) with great organic search rankings. If your organic content ranks high on page one for a key term, you might not care as much about search-engine marketing (SEM) on that keyword.
After all, why pay for the click on the ad when you can organically earn it just below?
Of course, SEO’s brand value is far larger than the paid digital CAC reduction. Great SEO can build a moat around your brand, making it so that every time someone Googles a word related to your industry, you show up in one way or another. You’re offering advice, education, courses, newsletters, webinars –– anything to help that searcher find his or her answer.
Not every business is big enough just yet to invest a ton of time and money into SEO. This will help you build a foundation as you grow.