Search Engine Optimization
Well-made and high-ranking organic content, however, is thriving.
Think of it this way: whenever you’re paying for traffic through Paid Social or SEM, you’re essentially paying companies like Facebook or Google for access to a faucet of customers. While this faucet does come with highly-targeted users, access to it is directly tied to your budget.
Alternatively, a well-executed SEO strategy is more like a fire hydrant. The top three results of Google’s results page receive the bulk of the clicks, with the #1 spot getting the lion’s share of about 31.7% of all clicks. The #1 organic listing is also 10x more likely to get a click than the #10 spot. If you’re ranking on the second page? You might as well not exist according to user search patterns.
For over a decade, marketers have struggled to make paid content that has the same appeal as organic content with limited success.
Why SEO is Your Brand’s Best Friend
Google’s first page is the Mount Everest of branding. It’s tough to conquer, but the spoils include far more than bragging rights.
SEO helps your brand build awareness and credibility
The visibility gained from having your business organically pop up for every targeted keyword is one of the most powerful assets a brand can have. Folks that otherwise had no idea you existed are introduced in one of the best possible ways: you’re immediately there to offer a solution for what they’re looking for.
SEO builds thought leadership and authority
Before users make a purchase, they tend to do a lot of research. Just ask us how long it took us to find a conference room table (you don’t want to know.)
Ranking for mission-critical keywords allows you to build your authority as a thought leader in a niche. Your business becomes the de facto source to answer informational queries, and as long as you deliver the value users want, you’ll automatically become associated as a great informational source.
An effective SEO strategy focuses on addressing every step of the educational journey, from the top of the funnel all the way to the bottom.
Users want to learn why they start to feel sluggish after 2 PM? Boom, you’re #1 in Google with an article called “15 Reasons You Start to Feel Sluggish after 2 PM.”
Users want to find the best non-addictive energy boost for their afternoon slump? Boom, you’re #1 in Google with a landing page called “The Go-To Guide for the Best Non-Addictive Energy Boosts for Your Afternoon Slump.”
Users want to buy an energy supplement? Your brand has dominated every search term they’ve had in their buyer journey. You’ve already had multiple touchpoints while other brands are trying to push their products via ads.
Your blog posts and landing pages are an excellent way to capture Top of the Funnel (TOFU) users.
Paired with an intelligent lead collection campaign such as an email newsletter, you turn semi-interested traffic into qualified leads in the Middle of the Funnel (MOFU).
Just like that, your SEO strategy will have nurtured people doing research into interested leads and into customers.
SEO has an almost overwhelming magnitude of traffic
The beauty of SEO is the scale it offers to do the above.
Maybe we’re just marketing nerds, but a single high-ranking keyword for a high-volume topic could lead to thousands or hundreds of thousands of purchases per month as long as your page holds its ground.
Let’s say you rank #1 for a search term that receives 1m queries per month. Of that 1m, 90% of them click on something. Let’s also assume you get about 31.7% of the total clicks. That means you’re getting 285,300 visitors on your site.
That’s more than a quarter of a million conversations and impressions you can have with interested searchers every month. Your brand is reaching millions of people a year with a single article.
Let’s assume of those 285,300 visitors, you have a clickthrough rate (CTR) of 1% on your call to action (CTA) that sends people to your product page. Now you have 2,853 people looking at your product every month, giving you valuable information to help you do things such as:
- Optimize your conversion rate: see what you can do to influence a higher amount of purchases
- Build audiences: Collect demographical information and build extremely powerful Facebook lookalike audiences for your paid social campaigns.
Now, let’s assume 10% of those people make a purchase or about 285 purchases. Even with a $50 profit margin, your business is going to be making $171,000 in profit per year for ranking for that single search term. 🤯
Play to Win
SEO is like a long-term strategy game. Although good organic SEO is never cheap or easy, it’s generally more cost-effective than virtually any other marketing efforts for driving floods of traffic and building brand awareness.
Better yet, your organic SEO traffic doesn’t just dry up when you stop paying. Your ranking pages will generally hold their positions unless Google changes its algorithm or a competitor moves in on your turf.
This is why it’s critical to have an SEO strategy built to survive all algorithmic and external threats.
SEO can actually be extremely competitive, as many brands look to take advantage of the keyword pie in their niche to maintain a strategic advantage and keep the traffic coming.
SEO requires a two-fold approach: creating top-notch content assets users will enjoy while also building safe and sustainable links to that content to help it rank and gain visibility.
Hundreds of multi-million dollar businesses have been built using a strong SEO strategy as their backbone. SEO, however, is just the start. A website must be fully optimized to convert visitors into buyers, retain interested visitors, while also championing your brand.
We’ve helped our clients consistently rank for keywords that receive hundreds of thousands and millions of monthly search queries, and boy, are they happy campers.
A skillful SEO team essentially works until they figure out how to beat Google and give it what it wants in order to help clients rank.
It’s taken us years of experimentation to learn the best whitehat SEO strategies that consistently work. If you’re ready to commit to scaleable long-term growth, we’d love to talk and learn more about your business.
