Why is SEO valuable?
The answer is simple:
- You need to fill your sales funnel
- SERP position matters
- You’re in a race, even if you’re not running
1. Filling your sales funnel
In order to make money in business, you need to bring in cold, hard revenue by selling your product or service.
It’s just that simple.
Complexity begins to flood in when you ask the question how?
Well, there are a lot of ways to answer that question, but the best way in my opinion is the sales funnel.
The sales funnel is a metaphor for how a person transitions through the different phases of the buying cycle to becoming a paying customer.
It looks like this:
The key to the sales funnel is understanding that revenue doesn’t come out of thin air, there is a process:
- Potential buyers enter the sales funnel (through a phone call, visiting your website, seeing an ad, etc)
- Then, they work through the funnel as they become more and more interested in your business (evaluate other options, read your marketing materials, etc)
- Finally, they choose your product or service and pay you cash (sign a contract, purchase via the web, etc)
So, in order to get new business, you must fill the funnel and work people through it.
There are a lot of ways to get people into the funnel, but SEO is the most cost-effective and long-term way for many companies.
2. Ranking position matters
In a given SERP (search engine results page), there are only 10 results on the first page and only 1 top result.
It has been proven over and over and over again that the higher your website ranks in the SERP, the more people will click on your website.
Take a look at this heatmap of where people click on the SERP:
To be clear, the higher you rank in the SERP, the more people will be clicking on your website, which means… more people in your sales funnel.
SEO is the combination of art and science to move you up the ranks.
3. You’re in a race
Okay, but why do I have to do anything? Isn’t Google good enough to know I’m awesome?
and, even more importantly, if your business is in a competitive space, your competition is probably being proactive and taking business from you.
I’ve been asked a time or two: “My business is offline, why would I invest online?”
My response is always this: “You may be offline, but your customers are online. I guarantee it.”
The fact is…
whether you are actively engaged with digital media or not, your customers are currently searching in Google and Bing to learn about you, your industry, your products, and your competitors.
We live in a world where consumers can learn more about you on their smartphone in about five minutes than was ever written in a brochure from your corporate headquarters.
Your competition knows this and is doing something about it.
Don’t believe me?
Just run a search in Google for the most valuable keywords in your industry.
I am obviously, overtly, and completely biased in my opinion of the importance and value of SEO.
That being said, I don’t believe in the power of SEO for no reason, or even for selfish reasons.
My passion is helping companies grow their business, their staff, and the overall economy by sharing my experiences from working with dozens of companies (including multiple Fortune 100 enterprises) on improving digital marketing efforts, with a heavy focus on SEO.
This stuff works and it brings me no greater joy than being a part of positive change.