Did you ever wonder why some sites rank higher than others based on keywords relevant to their business? Strategically implementing the SEO tool is key to ranking high in these SERP results.
What is SEO?
Optimizing a website for increased visibility in organic search engine results is called Search Engine Optimization (SEO). SEO is an essential part of any online marketing strategy. Search engine optimization, or SEO, entails improving the visibility of a website in natural or unpaid search results.
It would be best to consider both the pros and cons of SEO when implementing it in your business. Below we will explore these pros and cons.
Pros and Cons of SEO
Pros of SEO
1. Gains the trust of customers
Top ranking on search results pages will make consumers believe you’re the best choice. In search engine results lists, up to 40% of users click on the first results if they need a fast answer. Consumers won’t be aware of the SEO practices that elevated you to the top of the list, so they’ll rely on your reputation as an industry leader. Even if you lose your ranking position, this title will have a lasting impact. A few tips using which a website can rank on top are –
- Relevant and useful content on the website/blog
- Optimizing the load time of the website
- Creating positive experience for the users
- Not doing any spam activities
- Making the website technically sound
2. Measurable results
Search engine optimization allows you to track the long-term results of your efforts. SEO software or tools like Google Analytics lets you see how much traffic your site receives, what keywords you rank on, and how long visitors spend on each page. It’s easy to determine if any keyword adjustments need to be made, which pages are improved, or where your traffic originates. Some of the primary measurable entities of SEO are –
- Organic traffic increase
- Number of pages for which website ranks(increase)
- Click-Through Rate(organic)
- Increase in organic conversions
- Increase in keyword rankings
- Increase in SERP visibility
- Finally, increase in good backlinks
3. Increase in targeted traffic
People use search engines to find specific solutions to immediate problems or needs. When people search for a service you offer, you want to appear among the first results/top 3. Paid ads always appear at the top of the results, but 70% to 80% of users ignore those paid ads and stick with organic results. You want to target and entice these searchers to your company.
4. Generates sustainable clicks
Search engine optimization is a digital marketing approach with a long-term impact. Paid search traffic disappears once you stop paying. Organic traffic does not. The results you have already received from organic traffic will continue to show even if you decide to spend less on your SEO services.
5. Increases small business revenues
Small businesses do have a significant disadvantage over large companies. Due to the high marketing budgets, large corporations could spend on all online marketing activities. Small firms could use SEO activities as tons of money is not required to do the activities. Creating engaging, informative, and entertaining content can keep visitors returning for more. Free social media platforms like Instagram, Facebook, or Twitter can drive traffic directly to your website by sharing exciting blogs or articles.
To grow your small business, SEO is a great strategy. The Search Engine Journal states that SEO leads can have a close rate of 14.6%, a much higher rate than email marketing or print advertising. Using geo-targeting methods, SEO can also drive attention to your business from local searches. 59% of consumers use search engines to find local businesses.
Cons of SEO
1. Results will take time
Search engine optimization strategies do not produce results overnight. Search engines take time to index a website’s content, so your website won’t rank on specific terms for days or weeks. It is an ongoing process where an SEO undertakes many activities to improve their website for users. Due to ever-changing Google algorithms, it is also required to adjust the activities from time to time.
Though SEO takes time and effort to be successful, it is definitely worth the investment in the long run. If you need traffic immediately, you may consider a different method. PPC campaigns come into play here, as paid ads follow you to the top of the results page once you invest in them.
2. Keywords with high competition are tough to crack
You probably won’t compete with them if you do not have a shot at beating out your competitors in general keywords. You will need to either devote time and money to ranking on those popular keywords or target the less competitive ones specific to your region.
3. Algorithms are changing
Google, in particular, constantly updates its algorithms to generate more accurate results. The algorithm updates are intended to improve the user experience, but even small changes can move your website from the first to the third position. 75% of searchers never scroll past the first page of results, so you need to be on that first page with paid ads to maximize organic results.
Google is transparent on what one should do if they are affected with Google core updates. By taking up basic steps, one might be able to overcome the fall in traffic. Some of them are as mentioned below –
- Compare the pages that outranked your website. Analyze what they are doing different
- Write content for the users after doing extensive research
- Let the articles be written by experts
- Reduce copied content
- Avoid click bait titles
- Improve site speed
- Avoid spelling or stylistic issues
- Check for mobile compatibility
- Follow E-A-T Guidelines
4. Results may not be guaranteed
These factors can make it difficult for SEO companies to guarantee that their efforts will position your site as the top result. A good SEO company will work with your business to identify the most successful keywords. Neither will they take your money if they promise you’ll rank on challenging keywords. In addition to organic SEO, the best companies will also provide PPC services.
5. SEO can often be expensive
Due to the time and no guarantee of success, SEO can sometimes be very expensive. It might not be possible for an SEO to guarantee a high website ranking in any given month or even year. Regular backlinking, quality content writing, and high SEO fees are some of the activities that increase the overall prices of an SEO campaign.
Digital Catalyst can help you maximize the search results for your business through search engine optimization. Take advantage of our expertise to grow your online presence and increase sales.
Pros and Cons of Search Engine Optimization FAQs
Can anyone do SEO?
Yes, SEO can be done by anyone. However, it requires technical knowledge, skills, and experience to do it effectively. In this profession, one has to be up to date with all the new things happening in the industry and keep a close watch on how search engines evaluate. In addition, one has to stay up-to-date with search engine algorithm changes and best practices.
How long does it take to see results from SEO?
It can take anywhere between 3 months to one year to see significant results from SEO. The timeline depends on various factors such as the website’s past, the category’s competitiveness, and the SEO’s ability. Content is a significant part of any SEO campaign. Access to better content developers can make or break an SEO campaign.
Can SEO be combined with other marketing strategies?
Yes, SEO can be combined with paid advertising, content marketing, and social media marketing. One can use different channels to make a comprehensive digital marketing plan.
What are some standard SEO techniques?
Top SEO techniques include keyword research, on-page optimization, off-page optimization, backlink building, content, technical SEO, and local SEO.
What is a black hat SEO?
Black hat SEO uses unethical practices to manipulate search engine rankings. These practices violate search engine guidelines and might result in penalties or even a complete ban from search engines. Websites using black hat SEO techniques might disappear from search engines overnight from 1000s of visitors per day. There is little chance of recovery for such websites. Some top examples of black hat SEO include keyword stuffing, hidden text, and link farms.
How do search engine algorithms impact SEO?
Search engine algorithms are complex sets of rules used by search engines. SE uses it to determine the relevance and quality of websites. Based on these criteria, a website is ranked. Therefore, SEOs must be updated with algorithm changes and strategies accordingly.
