A 2019 study from BrightEdge found that organic search was responsible for 53.3% of all site traffic. Further, it has one of the highest ROI’s. But more needs to be considered when looking at SEO, such as search intent and increasing the right kind of traffic to your site – not just traffic for the sake of traffic. For example, if a user is searching for ‘how-to’ or ‘what is’ and isn’t ready to make a purchase, then a page made with purchasing intent is not going to capture them.
Another way to use SEO is to grow your brand authority. Appearing at the top of search results is good for branding. Consumers equate a high ranking with quality. So maybe you do create that ‘how to’ or ‘what is’ page (without the purchase intent) and expand your reach for increased brand awareness.
Ultimately, you’ll want to make sure your SEO strategy is aligned with your overall marketing strategy.
If you’d like to discuss your SEO strategy, reply to this email and let me know!
