As a business, Pure SEO spends about $6k a month on Google Ads and $3k a month on social advertising. Despite this significant paid media spend, about 80% of the leads we get through our website are organic through Google search.
For a business to benefit from organic (non-paid) visitors through search engines, they need to invest time and effort into SEO. Here are three areas that will impact a business’ results in 2022:
1. Start with the Basics
Get the basics right first. Undertake keyword research to find out what your target market is searching for (there are many guides online showing how to do this). Once you complete the keyword research, ensure that every page on your website has a relevant, unique meta title tag and meta description tag (plenty of free guides for this, too!).
2. Add Quality Content
Google (and people) love content. Make sure you add regular, high-quality pieces of content to your website. Try to think beyond a standard 400-word blog. Think about creating real value with dynamic (video, animated pictures, unique research or even guides) and user-generated content (interviews, podcasts).
A piece of quality, high-ranking content should be about 2,000 words and provide real value to the people consuming it.
3. Think About Your Customers
The reason people keep using Google as a search engine is it serves them a high-quality, relevant result when they enter a search query (it does what it says on the tin!). Therefore, to position yourself as one of those top search results, your website needs to deliver high-quality content that is relevant to your (and Google’s) customers.
When we think about SEO, we need to do everything with the user experience at the forefront. Think about how quickly the page loads and how it renders on different devices and screen sizes. Are the content and experience high-quality and user-friendly?
Ranking organically on Google takes a lot of time and consistent effort. Unlike paid advertising, however, the benefit is enduring. For paid advertising, you need to keep paying. Otherwise, your adverts disappear. While SEO can take ages (months, sometimes years) to get great results, you should benefit from organic customers for many years if you manage it properly.