At the beginning of a startup's journey, a CEO has a lot of challenges that need to be accomplished to launch. Let's be honest - it's unlikely that you're inventing something fundamentally new. Indeed the product that you are entering the market with already exists in one form or another. That means you have competitors. And probably quite a lot of them. It is important to demonstrate your advantages and uniqueness in a competitive market in order to increase customer loyalty, attract investment, and become a global company in the long term (otherwise why start a business at all).
SEO optimization - this is the tool that will help you in this. According to Brightedge research, 53,3% of all web traffic is received from organic search, and 60% of marketers reported that more quality leads came through SEO optimization. Just think about it: when you search for a product on Google, how often do you go to the second page and beyond? I personally - never or very rarely, because I find the right item right away (thanks to my colleagues, the same SEO specialists who have worked to bring the product to the top).
Google is the most popular website in the world, with 45 billion visits per month worldwide. Most Internet users visit it at least once a day. YouTube is the second largest search engine with 14 billion visits per month.
That's why the role of SEO for your business, no matter how big or small, should not be underestimated. In this article, I'll tell you the most crucial things, company's CEO should know to take all the benefits from SEO optimization, stay one step ahead of your competitors and increase business performance.
How SEO operates
SEO - optimization for search engines, which is intended to improve the quality of the site in the criteria of search engine algorithms, and accelerate the promotion of queries in the top 10 on the first page of search results on the request.
The goal of SEO optimization is to adapt the site to the requirements of search engines. The main problem is creating a search-friendly page structure and content that both users and search engines will like. To find the golden mean and to achieve the desired result SEO-optimization works in three ways:
Keyword analysis: Customers are searching for certain words, which are added in the content on the site to attract your target audience.
Backlink building: That means getting backlinks from other, trustworthy resources to your site, which works for business credibility.
Content creation: Content includes everything your customer sees and hears on your site - texts, blogging, infographics, newsletters, videos, and posts on social networks.
When is the best time to start SEO-journey?
As soon as you start creating a site, involving an SEO specialist is necessary. Unlike contextual advertising, SEO is a work in progress, a long-term game.
Many companies fail to do this because there is no budget or they don't think it's important. However, if you first make a website, and then think about SEO optimization, you have to remake everything, losing time and money.
It is quite possible to engage a SEO specialist outsourced - you don't necessarily need one on the team. My advice is that before you choose an employee who you entrust with the optimization of the site, get acquainted with his professional cases and do not hesitate to ask about the results of past projects.
The task of the SEO specialist is to increase organics so that it is targeted and converted. If a company is interested in SEO as an additional income channel, ask the specialist about successful cases of bringing the site to the top by keywords.
How to measure and improve the effectiveness of SEO activities
The first results can be expected after a quarter, but I would consider the optimal point - half a year. Organic growth of two to three times is a good indicator. Among other metrics - is the company's position on keywords after the start of the work of the SEO specialist. Need to aim for the top three in terms of results.
Also in trends to measure EAT (Expertise, Authoritativeness, and Trustworthiness). In February of 2019, Google confirmed that E-A-T is indeed a very important part of their algorithms.
To increase the effectiveness of SEO optimization, I recommend these resources:
Recommendations for Webmasters from Google,
Google Keyword Planner (from Google Ads) — a free tool to get a rough estimate of the popularity of a search engine query
KeywordTool.io — a free tool to analyze keywords and a basic set of semantics,
Among the paid tools, I recommend Ahrefs and Semrush. It will help you analyze competitors' strategies, collect semantics, analyze external links, track the organic visibility of the project and much more.
How does your business benefit from SEO optimization
SEO optimization has many benefits for your business. In addition to attracting customers, as we've already talked about, it increases user experience. Google counts this as a ranking factor in 2021, and the trend will accelerate. Entrepreneurs will become more and more concerned with the needs of consumers: what they want, how you can improve their experience with the site, and what other information you can give them.
It also increases brand awareness. You get to the top of the search engine, and even if the potential audience does not click on your site, it still takes you into account. This already plays right into your hands.
Another important advantage is that SEO increases the credibility and reputation of your project. Following Google's E-A-T recommendations is key to successful results. Building an established brand demands patience, dedication, and effort, as well as providing a high-value, quality product or service that allows customers to build trust in the brand.
Finally, SEO helps you understand the environment of the web. Working with this tool, you are always aware of all the changes in the World Wide Web, you notice what your competitors are doing and you can beat them.
That's why a business, regardless of its size, needs to be SEO-optimized. Otherwise, how are you going to build a company in an online world that is changing at an enormous rate?