Search marketing. We’ve all heard of it. But just how vital is it for a business to have a website that is search engine optimised?

The statistics

Over time, search engines have rapidly gained popularity. In fact, the average number of daily Google searches in 2018 totalled 5.8 billion, that is 71,780 searches per second. Marketers can no longer neglect the trend that majority, in fact 93%, of consumer online experiences begin with a search engine. Furthermore, according to Junto, based on the consensus of 57% of B2B marketers, SEO generates more leads than any other marketing activity.

Contrary to popular belief, search marketing is considered critical for local businesses. Google found that four in five consumers use search engines to find products, services or experiences nearby. Of these people, those who used a mobile device to seek local information were 50% more likely to actually make their way to the store.

Search Engine Optimisation (SEO)

Businesses can no longer ignore the advantages of SEO. It has become critical for businesses of all sizes to remain competitive by ensuring their SEO is up to scratch. The proof is in the statistics. Companies that effectively implement SEO will have a significant advantage when it comes to page visitors and therefore, customers.

The importance of SEO can sometimes be neglected when it seems that paid search advertising is the easy way out. Truth is, 70-80% of consumers will ignore a paid search result and scroll down to where the organic search begins to start their journey.

It is important to note that SEO is not all about improving your rank on a certain search engine. Rather, it is about making your website better for your consumers to ultimately increase sales. When your consumers have a positive experience through their online interactions, it contributes to the positive affiliations that they associate with your brand and therefore contribute to establishing brand loyalty. On the contrary, if your website is difficult to navigate or takes too long to load, the opposite is true.

Mastering the art of SEO

In reality there is no fool proof way to reach the number one rank in an organic search. Search engine algorithms are a closely guarded secret that mean there are hundreds of tactics to aid a brand in increasing their search rankings. These can include both on-page and off-page methods to increase your ranking.

There are a range of tools available to help a business evaluate their current SEO ranking. These may include MOZ, Google Search Console or Google Keyword Planner to name a few. As organisations gradually continue to try and crack the search engine enigma and integrate various technological innovations such as AI, more and more resources will emerge to make it easier for organisations to maintain high levels of SEO.

Do you see a shift in the way consumers search for information in the future? Will technological innovation like Artificial Intelligence make or break this part of the consumer experience? Could this ultimately destroy all the hard work performed to optimise billions of websites or provide greater insight in understanding the consumer?