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Strategic Goals SEO Practitioners Can Fulfill

Organic search is one of many viable online marketing channels as a source of highly targeted traffic. And while SEO is not a cure-all for businesses, it can fit into a company’s overall business strategy in several critical ways.

  • Visibility (Branding) :

Many consumers assume that top placement in the search engines is like a stamp of approval on a brand. Surely a company could not rank highly in the search results if it were not one of the best in its field, right? If you are an experienced search engine user, you probably recognize that the preceding statement is not always true. However, the fact is that many consumers, and even sophisticated web searchers, interpret high search rankings as an implicit brand endorsement. Therefore, for critical brand terms, an SEO strategy should be geared towards increasing organic search exposure for branded keywords.

  • Website Traffic :

Long gone are the days of a “build it and they will come” paradigm online. Today’s search environment is highly competitive, and you need great SEO to capture targeted, high-quality traffic to your site.
While a business that engages with many of its customers through offline channels can drive traffic by telling those customers to visit its website, SEO fills the different, more critical role of bringing new
prospects to your website from an audience of people who might not otherwise have been interested in, or perhaps even aware of, your business at all.

  • High ROI :

Increasing online visibility and driving targeted traffic are the first steps to success with SEO – the next step is measuring the performance of that traffic to determine whether the overall website and business objectives are being achieved. This is an ongoing, iterative process that will always accompany all marketing efforts, and SEO is no exception. For most organizations, goals are defined as generating sales, leads, or advertising revenue. For others, it may mean the promotion of a particular message, the consumption, sharing, or perhaps the creation of specific types of content, or the simple signup for a newsletter. An important component of SEO is to deliver not just traffic, but targeted traffic that has the possibility of converting into these actions. Whether you are selling products and services, advertising for branding value, or trying to promote specific content to the world, a well-designed SEO strategy can result in a very high return on investment when contrasted with other methods of marketing.

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