Search Engine Optimization (SEO) is arguably one of the most powerful online marketing tool available today. Mainly because today, search engines are the default platforms for users to discover information on the internet.
A 2017 report by Brightedge indicates that 51% of all website traffic comes from organic search alone, 10% from paid search, 5% from social media sources and 34% from all other sources. All other sources include direct visits, referrals...
The same report indicates that 40% of revenue is captured by organic searches.
In Kenya, the number of internet users has grown tremendously over the last few years. Communications Authority of Kenya estimates that there were 43,329,434 internet users as of June/2017. This is about 89.4% of the general population (source: Internet World Stats).
Positioning your business to the benefits of internet growth requires having more than just a website. It calls for a refined approach to your overall online marketing efforts and a recognition of the value of its most powerful marketing channels such as search engines.
The SEO industry has been in constant growth over the years. With this growth, the focus has shifted to providing users with better experiences and greater satisfaction.
Search engines have been tweaked to be more useful and relevant to the needs of the modern users. This has had a huge negative impact on websites where some dated SEO practices were implemented and still are.
Determining how much value you want to derive from SEO demands appreciating some of its key benefits as below.
1. Increased online traffic to your website
Quality online traffic is a sure pathway to success in the internet world. It is the flame that powers websites to meaningful growth.
For many businesses today, web traffic is the difference between success and failure.
A well-optimized website has rich useful content. It is designed with usability principles at its core.
It attracts more users and search engines and becomes a constant source of quality online traffic for your business.
2. Increased number of users engaging with your website
SEO is about the search engines but is also about users.
In recent years, there has been a huge focus on the quality of results returned to users by the search engines. Google today is more biased toward websites with quality content and good design practices.
User engagement simply refers to how much time users are spending on your website, exploring its various pages and performing intended actions such as filling forms or downloading content.
If your website has strategic, quality content and it's designed to address usability concerns, more users will engage with it in a way that will be more meaningful to your business.
3. Enhanced reputation for your website and business
An online presence is more like having a mechanical watch. You need to have all moving parts work in unison for it to be accurate.
Every aspect of your online marketing needs to support each other. Your website needs to address the expectations of online users.
If users have a need that is relevant to your business and are looking for answers on the internet, having your web pages show up on top listings with responses that address their queries improves the reputation of your business.
Top rankings on the search engines for many users are proof of authority.
4. Market leadership and competitive advantage
Outshining your competitors is vital. Organizations normally achieve this through innovative practices, strengthening customer relations, acquisitions, and great hiring practices.
Market leadership puts a company at a competitive advantage as it’s able to negotiate better prices from its suppliers, lower production costs and extend attractive discounts or better prices to their customers.
Internet technology gives companies the opportunity to grow and maintain a market leadership position in the market segments that they occupy.
Owing to the statistical truth that, search engines generate more than 50% of all web traffic, and that the number of internet users is now huge, a strategic implementation of SEO is one way that can help you grow your market share.
Because SEO is an ongoing process that requires a multi-dimensional approach, different skill sets, and tools, the earlier you start the better.
5. Increased conversions
The goal of every business website should be to convert its visitors into leads and eventually customers. To achieve this, web marketers employ a variety of strategies and tactics. Some of which require users to fill up an email subscription form, download a document, sign up for a free course etc.
All this constitute a conversion. It is important to note that whatever you consider a conversion will entirely be upon you.
An optimized website has the benefit of increased conversions as users try to see how they are to gain. This gives you the opportunity to collect vital information about them which includes contact information, location, interest and much more.
Last but not least, with the right strategy, the benefits of search engine optimization far outweigh the costs. It is important to optimize your website, first for the users, then for the search engines. Remember that search engines favor websites that provide great experiences for online users.
Implementing SEO Marketing for your website and would want to rise above the competition?
We would love to share our expertise with you. Send us an email or call us on +254 737 972 552 or +254 725 720 212.
Also look into our bespoke SEO training program on the same for you or your team.
ASL Africa is a team of professionals who are well versed with SEO marketing technologies. We are based in Nairobi, Kenya.