Marketing campaigns cover a variety of paid advertising channels from search, display, social and video. Traditional marketers often put a lot of focus on advertising strategies but neglect their SEO foundation.
At Aloha, we always emphasize a well-incorporated digital marketing approach, where SEO is the core of a brand’s digital presence, with a mix of online advertising channels to enrich audience reach.
What is SEO?
SEO relates to the health and rank of your website. It can be understood as a set of rules that can be followed by a website in order to optimize their website for search engine results. SEO’s purpose is to improve the interaction between your website and the search engine to ultimately increase search engine exposure and improve upon rankings.
With this in mind, let’s take a look at why we think SEO is so important.
Why is SEO important?
1. High-Quality Foundation Traffic
Advertising channels can indeed bring traffic to websites, but you may also notice that a sizable volume of traffic is driven by search engines.
According to Search Engine Journal, for a typical website, organic search generally contributes to 51% of a website’s traffic.
Organic traffic also brings higher quality traffic with longer sessions and higher conversion rate.
2. Better user experience (UX)
Think of SEO and UX as partners working alongside with a common goal to bring the best experience – SEO targeting search engines, and UX targeting your website visitors.
For example, your site structure is not only important for your users, but it’s your site’s roadmap for the search engines, too. A clear menu bar with a well-organized site structure makes it easier for visitors to navigate and search engines to crawl.
With ongoing SEO maintenance and enhancement, you can continually create a better user experience for visitors to find the information they need easily, as well as let search engines know what information your webpage delivers.
3. Attracting Targeted Audience
Organic search enables marketers to connect with potential customers who have immediate needs and buying interest at lower part of the marketing funnel.
As in all marketing channels, it is key to reach customers at the right moment with targeted messaging. If your website ranks well with timely information relevant to users’ search intent, you will have higher chance to hit and capture their interest.
4. Synergy with SEM and other media channels
It is undeniable that paid search is a proven lower funnel channel to generate quality traffic. But as SEM continues to mature, the channel has become more and more competitive with new advertisers entering the space.
With CPC rising year over year, one way to maximize ROI against the ever-increasing advertising cost is to improve your keyword quality score.
By enhancing on-page SEO elements and quality content, Google reads better what your website content is about. This helps with quality score based on improved page relevance and user experience.
It also enables marketers to maximize results from Google Ad’s new applications such as Dynamic Search ads, by making automatically generated headlines and descriptions more accurate.
Also, your search channel presence is not a part single out from your media campaigns, but rather part of an all-rounded online marketing strategy. While your marketing campaigns across channels generate brand awareness and demand for your business offerings, it is key to ensure your website is there on the 1st page of search results to capture users’ queries the moment when they look for you. You don’t want to lose leads or prospects who you have been nurturing for long.
Let our SEO specialists help unleash your SEO potential – Consult with us today.
For starters, you can also check out our blog walking through how you can set up Google Search Console to start analyzing your website SEO elements.