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Why SEO is Vital to a Website’s Success


You have probably explored the basics of SEO and studied how it works. For the uninitiated, Search Engine Optimisation or SEO in short is the process of making changes aimed at improving a website’s visibility in organic search results returned by search engines such as Google, Bing and Yahoo. This effective internet marketing strategy is no longer a bonus trick used by a section of websites to gain traffic.

SEO is progressively gaining ground; large corporations and small business alike are adopting it. With SEO, you can create a user-friendly, fast and robust website. The process is made possible through optimisation of online content to maximise organic traffic. When your content is optimised, search engines will place your website among the top results when people search certain keywords.


Is SEO Vital To My Website?

That’s a question most business owners ask themselves. Half of the internet believe that SEO is necessary, while the other half believe that it’s dead. Understanding the benefits of SEO is essential rather than simply following the status quo. That is what this blog post is all about. This article is a warning to any business website that lacks an effective SEO strategy.

That said, let’s jump into our list of 10 reasons why SEO is vital to a website’s success.


1. Enhancing Well-Targeted Traffic To Your Website

Let’s face it, the primary purpose for building a website is to stand out from your competition and grow your customer base. It doesn’t make economic sense to invest on marketing with no viable returns.

Organisations with SEO optimised websites attract more customers and grow faster than those without websites.

71% of clicks happen on the 1st page of search results. SEO is probably the most affordable and efficient marketing strategy that exists today. And it will not just bring any visitors, but those who are actively on the lookout for your products or services.

If you invest time, energy and funds in SEO, you are sure to get targeted traffic to your site, which means more customers.


2. Increase Your Leads And Sales

It’s no longer a secret that inbound strategies like SEO are a primary source of leads among B2B, B2C and NGOs.

Numbers don’t lie. A study by NewsCreed pointed out that 57% of B2B marketers termed SEO as the leading influence on lead generation. If you haven’t been getting leads from your SEO strategies, then another player in the market might be taking advantage of SEO tactics.

SEO-optimised websites are easy to read and surf, load faster and are mobile-friendly meaning they can be viewed on hand-held devices. Such kinds of websites are more likely to capture your visitors’ attention. They are more likely to become subscribers, returning visitors and loyal customers. This means that besides putting you on the map, SEO impacts the buying cycle.

Over 14% of close rate is achieved from SEO leads. This is a huge figure compared to the 2% close leads that come from outbound leads. Also called cold leads, reaching out to customers is linked with lower conversion rates.

When a buyer makes the actual research for your product or service, the result is higher conversion. This is because such customers already have a purpose and specific requirement in mind. As long as you maintain top ranking on SERPs, your target market will become more aware of you.


3. Improve Your Brand  Credibility And Authority

Google and other search engines have different search quality raters and ranking factors that evaluate and analyse ranking pages and websites. The Google Panda algorithm of 2011 is probably the most significant SEO change.

This change was brought about to penalise websites with thin and spun content. This proves that search engines are dedicated to show trustworthy, relevant and newsworthy content to internet users.

When you rank 1st, 2nd or 3rd on search results, which means you’ve gained the trust of search engines. This in turn earns you the trust of your audience. You give your customers the idea that you are kind of a big deal in your industry. It shows that you’re a top player and that several users have researched you. This will help to build your brand credibility and authority.

On the flip side, if you are not well ranked on SERPs, customers may think that you are either a new player in the industry or you lack funds to boost your site for better search results. Almost 75% of web users never go past the first page of Google results.


4. Build Your Brand By Increasing Awareness And Equity

Building brand awareness is one of the benefits of achieving higher rankings on SERPs. It refers to the extent to which the target audience recognises a brand.

Search engines can make or break your brand. As it turns out, search Engines like Google, Yahoo and Bing drive 300% more traffic to websites than social media.

When searching for a particular keyword, search engine users are more likely to trust a brand found on the first page of SERPs than those without a strong web presence. SEO helps you to build a strong web presence and have the edge over your competition to gain new customers.

Whether you want to build better brand awareness locally or nationally, you need to invest in SEO. This will help you begin getting top rankings for keywords related to your business and internet users will be able to see you more.


5. Leads To Better User Experience (UX)

Most people think that SEO is all about optimising for the search engines, wrong. SEO also involves enhancing user experience.

Search engines are happy when they serve their users with high quality information. There are several ways you can improve your website and ultimately user experience. This can include creating a mobile-friendly website configuration, making your website easy to navigate and keeping your audience engaged with relevant content.

A clean, well-structured and uncluttered website will attract visitors to stay longer, which in turn will increase page views and reduce bounce rates. Likewise, highly relevant content will keep your readers engaged as it is more likely to find exactly what they are searching for on your website.

The result of an optimised site is more clicks and leads, higher conversion rates and better brand recall. This what Google and other search engines are looking for when ranking organic search results.


6. Bypass Competition

SEO is not a myth. Look at this scenario: There are two businesses in the same industry, marketing similar products or services at similar prices. Both businesses have websites, but one has an optimised website while the other doesn’t.

Considering other factors are constant, which of the two businesses do you think will attract more customers from local searches? Which business is more likely to grow faster to become successful?

Your guess is as good as mine is. As customers familiarise themselves with your brand and the products/services you deal with, they are more likely to close the deal with you. SEO is a powerful tool that should not be ignored.

Once you have implemented digital marketing strategies, you will grow as a business. Give your website and business the boost they need by doing proper SEO marketing.


7. Promotes Better Cost Management

Inbound leads lower advertising costs. When compared to outbound leads, inbound leads can actually reduce the cost of lead generation by up to 6%.

Activities related to inbound lead generation include SEO, blogging, social media management and referrals. Outbound lead generation, on the other hand include direct selling, visiting clients and making cold pitches.

SEO receives 90% more clicks than PPC. Not to mention that organic ranking is essentially free.

When your website is on the first page of Google, you won’t need to advertise or pay per click your page. As long as internet users click your links, you will be able to stay above your competition on search results. SEO is also quantifiable meaning you can gauge your conversions and source of conversions.


8. SEO Is A Long-Term Strategy

SEO can also be a viable long-term marketing strategy.

Actually, the flaring difference between PPC and SEO is the short-lived expense of PPC and the lasting results of SEO. Just look at the amount of time it took you to be on the first page of Google. It takes about 6-12 months to see optimal ranking for a new website. Pulling you down the ranks will also takes time.

A great SEO campaign will leave a long-lasting impact on Google’s perception of your website. If you follow a natural path and adhere to Google’s quality guidelines to grow your website, you will continually get a top position in SERPs.

You need to periodically check whether your competitors have changed their SEO strategies or whether Google algorithm has changed and make necessary adjustments. SEO lets you measure the progression of organic traffic and website ranking.


9. SEO Enables You To Gain Market Share

SEO seamlessly blends into your marketing channel. When you are always on the top of search lists, it means your website receives many visitors. These internet users are now considered as your leads.

Once web visitors get the information they wanted from your site, they may turn to buying customers. They can subscribe to newsletters, sign up for membership or better yet make a purchase.

The bottom line is that your conversion rates will go up, rewarding you with a share of the market.


10. SEO Is Live 24/7/365

Because it’s live all year round, SEO can run free. That’s the magic of SEO and the internet. SEO never sleeps. Even when you’re offline, SEO can pull out your website and keep it in the sight of internet users.

This timeless characteristic is one of the unique benefits of optimising your site. Once you have top ranking on search engines, your business will be promoted 24/7.

It is however worth mentioning that the way search engines rank websites changes regularly. To outpace your competition, ensure that you keep up with the latest SEO developments.

Google and Microsoft now factor in several parameters in their ranking methodology, which are poles apart from the earliest iterations of SEO.

PRO TIP: Common mistakes to avoid when using SEO include duplicate content, non-keyword focused content, over usage of key words, links from non-credible sources, failing to secure your website and grammatical/spelling errors.



The opportunity for your business, in terms of brand equity and awareness is limitless. Thanks to technology, we have a myriad of options to explore with the aim of accomplishing set goals.

SEO leads the pack of the strategies that will help you achieve these goals. SEO has a direct impact on the publicity, exposure and revenue of your website.

Take the bold step and use SEO to your advantage today. Remember, your success is on the other side of fear!