SEO: Every Business Needs It
Organic searches make up the bulk of all clicks on Google, and Search Engine. Optimization (SEO) gets businesses to show up at the top of these organic search results.
4% of searchers skip paid ads and click on organic
• 99.2% of people never scroll to page 2**
• 75% of clicks go to the top 3 organic listings**
• 31% of clicks go to the #1 organic position**
The purpose of SEO is to optimize web pages so search engines can find, index, and rank the pages on SERPs.
Search engines have algorithms that use ranking factors to determine the quality of websites. The search
engines place useful, user-friendly websites on the first SERP so users can quickly find what they need.
Onsite SEO Factors
• High-quality, original content that includes relevant
• Proper HTML formatting: title tags, alt text, meta
description tags, and header tags with relevant keywords
• Short URLs that contain relevant keywords
• Quick site load time
• Optimized for mobile
Offsite SEO Factors
• Links to your site hosted on quality, trusted, and
• High number of links to your site
• Links contain relevant anchor text
• Content from your site shared by respected users on
social media networks
• High number of interactions with your site's pages on
social media networks
• High number of unique and returning visitors to your site
• High number of positive reviews about your site on social
media or other rating websites
Unlike PPC (or any other kind of marketing, for that
matter), SEO makes your website available to your
customers at all times. When you rank well with
search engines, you don't have to invest as much
time, effort, or money to maintain that search ranking.
In the long term, SEO ensures that your website
continuously generates leads and sales for your
SEO improves the credibility, trustworthiness, and
strength of your brand. As you improve your
reputation with search engines, your reputation will
improve among your potential customer base as well.
• Organic rankings place you at the top of search
results at all times, making your site more available to
users without costing you money.
• Organic rankings last much longer than paid
rankings, making SEO an excellent long-term
• Users click on organic links rather than PPC links
70–80% of the time. 
• Organic search typically yields a 25% higher
conversion rate than equivalent paid search traffic.• The highest ranked organic links have the highest
click through rates (CTRs). The #1 ranked listing gets
36.4% of total traffic, while the #2 ranked listing gets
12.5% and the #3 ranked listing gets just 9.5% of
traffic. The average CTR drops sharply from there.
SEO typically takes 4–6 months before you see
results, with best results after 12 months. You won't
likely see a return on your investment until that time.
• Since it takes longer to build up an SEO reputation, if
you introduce a new product line or change your
brand, you will likely experience a delay in ranking well
for new keywords.
PPC advertising offers immediate, albeit temporary,
results. SEO takes months before it generates a
steady flow of leads, but its results last much longer.
PPC and SEO complement each other, making up for
each other's weaknesses and strengthening your
online marketing campaign.
Use PPC to generate leads for short-term marketing
campaigns, like promotions and new product lines.
Use SEO to build up a strong web presence and
improve your brand's reputation. Use PPC and SEO
together to attract a growing number of customers,
expand your brand authority, and greatly increase
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