Most business owners may then say:
“Well, I can just rely on paid advertisements. It gives me results much faster.”
While using paid advertisement, also known as Search Engine Marketing (SEM), brings in traffic quickly, it should be used in tandem with organic SEO for more effective results.
Organic Search brings you quality leads and engaged visitors
We all want leads, but they also need to be of good quality. Even as you consider using paid ads for your business, recall how distracting it can be and how irritated you get when YouTube ads pop up
When we want to search for solutions any of our problems, we instinctively whip out our phones. This is when SEO, being an inbound marketing strategy, comes in useful.
The search terms that people use reveal their search intent (or their reasons for searching). There are generally 4 types of search queries:
- Navigational: Used when the searcher knows about your brand or website and are finding out specific information about it, for instance, reviews, i.e. RIFF case studies
- Informational: Used when the searcher is searching for a solution to a problem that they have, it is usually characterised by ‘how….’, for instance, how to increase organic traffic’
- Commercial: Used when the searcher is ready to purchase your product or services.
- Transactional: Used when the searcher is ready to convert, sign up for the email newsletter and so forth–but it does not mean that they are ready to purchase your product or service.
By knowing the queries your target consumers use, you can determine their search intent and how far they are in their buying journey. This allows you to create content suited to their search intent. Guiding them through their buying journey helps to nurture them into prospective customers who are ready to purchase your service or product that your website is selling.
Hence, you need to optimise your website to make it visible to the customers’ search queries, for you to have quality leads.
Organic search helps to build your brand awareness and credibility
Studies have shown that most people trust organic searches more often than paid searches. In fact, 75% of clicks in Google are on organic search results.
Most of the time when we do a search, we try different queries and narrow it down further to find relevant results. When we key in different queries and a certain website continuously appears at the top of the SERP, we will subconsciously remember that website.
As we search more and continue encountering said website at the top of the SERP, it will leave an impression on us that it is a credible site. At the end of our search, we would choose the site which we feel is the most credible and reliable.
Additionally, when your website ranks for multiple keywords at the top of the SERP, it brings in more traffic and naturally, more people will be aware of your brand.
That’s how SEO builds your brand’s awareness and credibility.
Organic SEO is cost-effective in the long run
Sure, you can pump money into paid advertisements for quick leads and sales–but when the money stops, so will your leads and sales. In comparison, when you invest time and money to create content and build the website for SEO, it will help your ranking and bring in organic traffic, quality leads and sales.
Even when you stop your monetary investments in SEO, the content that you have already created on your website will still continue to bring in leads and sales.
Over time, the cost per organic lead will also fall as your returns on investment increase.
SEO gives you crucial insights into your audience
With a website, you can also link it to Google Analytic. From there, you will be able to access critical data on your audience such as:
- Demographics and location of your audience
- The languages that your audience use
- Devices that your audience use, such as Phone or Desktop
By knowing this information, you can better shape your buyer persona and refine your business strategy.
Should I Only Do SEO?
It would be wise to use BOTH SEO and paid advertising (SEM), simply because it makes for a more sustainable marketing strategy. As SEO takes a relatively longer time to show results, SEM can help garner results in a meantime, while the website is continuously optimised to provide users with better experience.