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SEO - search engine optimisationSearch engine optim­iz­ation (SEO) is a digital mar­keting strategy that brings vis­itors to web­sites. It helps busi­nesses by increasing website traffic in an organic (unpaid) way. However, it keeps evolving, so it can be hard for stake­holders to keep up with the many updates. That can be frus­trating for those who rely on Google’s traffic to drive sales, so hope­fully the SEO infographic below will help.

SEO is also a huge topic. Factors that affect search pos­i­tioning include the quality of back­links and content, SSL security, page speed, click-through-rate, and more. However, one factor that remains con­stant is the extra value that cus­tomers bring when they find your business via organic search.

Visitors from unpaid, organic search are act­ively looking for what you provide. That makes them far more likely to convert into sales. In fact, SEO Tribunal found that those high-quality leads are 10 times more likely to convert than leads from social media on desktops. They also found that busi­nesses ranked among the top 10 search results on Google can benefit from a 30% increase in brand per­ception.

Understanding The Benefits of SEO

Why should you, as a business owner, con­sider improving your site’s SEO? Because search engines now gen­erate about 39% of eco­m­merce traffic worldwide. 35% of that is organic, while the rest is paid search.

So why should you bother with the organic search if you could simply pay to get your site pro­moted in Google’s search results? Well, 70 – 80% of cus­tomers don’t trust paid ads. They simply ignore them, focusing on the organic search results.

Also, paying for those ads clearly cuts into profit margins more than traffic gained from unpaid search. In fact, in areas like Cardiff and Bristol, small busi­nesses cur­rently pay Google up to £25.00 per click for prof­itable search terms. They do that because they know that’s what those vis­itors are worth. Enough of those vis­itors will turn into sales that they can still make a profit.

In fact, £1 to £3 per click is more normal. Still, if SEO can get you just 500 free vis­itors a month from organic search that your com­pet­itors would pay £1 per click for, that’s worth £500 a month. Possibly more, since those organic search vis­itors are around eight times more likely to convert into sales.

Local busi­nesses can par­tic­u­larly profit by optim­izing their sites for local searches. These are searches that name a spe­cific place, like “gyms Cardiff” or “pho­to­graphers Bristol”. Even in global markets, many people still prefer to buy local. Stats show that 46% of all Google searches are local. What’s more, 18% of smart­phone local-based searches result in a pur­chase within a day, unlike non-local searches. In fact, reports suggest that by 2021, mobile devices will con­tribute to more than $1.4 trillion in local sales.

For more details on how SEO could improve your sales and brand awareness, check out the SEO infographic below.

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Understanding SEO infographic

Understanding SEO infographic (preview — click for full image)