YES, SEO IS STILL IMPORTANT

YES, SEO IS STILL IMPORTANT
May 2019

Let’s start by dispelling a myth…
SEO doesn’t have to be expensive to be effective. 

As well…
Every business should be investing in SEO in at least some capacity. 

Here is the deal.  While much of the noise in the marketplace seems to be saying that a robust SEO program simply costs too much, that’s not true.  In fact, I’d counter with the statement that SEO is a very cost-effective way to build your brand online. Granted, “cost-effective” may be relative depending on the size of your business, but the fact remains that all businesses should be taking steps toward realizing the full potential of their SEO presence.  Here’s why…

ONE - SEO IS A GREAT DRIVER OF CONTENT
The basis of search engine optimization is content. Blog posts, landing page content, meta tags and descriptions all play an important role in your search engine ranking. Google changes its algorithm again and again, but good content continually remains important to the ranking factors. 

Content serves two purposes. One, it builds up your SEO ranking and makes it more likely that you’ll be on the first page. Two, content makes for a better way to engage with your target audience. This is one reason every business should choose to invest in SEO – it gets the ball rolling on good content!

TWO – SEO HELPS YOU GET TO KNOW YOUR TARGET AUDIENCE
What does search engine optimization begin with?  Keyword research of course. As such, identifying a handful of relevant business terms and building out a longer, specific list of keywords that your target audience is most likely interested in is key. This research process helps inform your SEO process, like which blog posts to write or meta tags to focus on. But that’s not the only benefit. 

SEO keyword research will help you actually understand your target audience and your target market. You’ll see what people are searching for, how they are searching, and what problems you can start to solve for them. 

THREE – BETTER, MORE ORGANIZED REACH IS A RESULT OF GOOD SEO
One of the major elements of good SEO is building backlinks – posting content to other high-quality websites and blogs with links leading back to your own business site. The idea is to provide unique, helpful information while also increasing the number of positive backlinks to your site. 

Backlinking has an additional benefit: organic reach. If you include a link building campaign in your SEO efforts, you’ll start to see visitors from the websites that you’re posting to. It’s this kind of organic reach that can help build your business in a sustainable way. 

High-quality backlinks are also another important ranking factor in organic search. The more sites linking back to your site and vouching for your domain helps indicate to Google and other search engines that your site is relevant and authoritative in that space. This will ultimately reflect in the search engine results pages with increased rankings.

FOUR – SEO IS A GOOD RETURN ON INVESTMENT
While there is a plethora of marketing tools for companies to lean on, 78Madison has found that SEO is not only a good marketing idea, it’s a cost-effective marketing approach. Done correctly, and yes, with sufficient funding, most agree that SEO can offer a better ROI than Pay-Per-Click, social media marketing or paying for email leads.  

The cost of SEO can range dramatically – some businesses choose to outsource the entire process and others go the DIY route. When you’re just getting started, using some free search engine optimization tools will help you get a better understanding of the process and your capacity for it. From there you can decide which route you want to go.

We hope you found this short blog helpful. Let us know your thoughts.

Joe Bouch
CEO, 78Madison

78Madison views every aspect of the customer experience as part of the marketing toolbox, and more importantly our greatest tool for building strategically smart communication platforms. Get Inspired. Get Connected. Get Mad.  Let’s start a conversation.
 

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