What is SEO and why is it important
While social media might be sexy, good old fashioned Google is still far and away the biggest driver of traffic to most websites, driving 1000%+ more traffic than organic social media. If that wasn’t impressive enough the volume of Google searches grows by roughly 10% every year and approximately 35% of product searches start on Google. At ePresence, too often we see clients come to us who have invested a lot of time in social media with very little to show from it, while having neglected SEO completely.
SEO stands for Search Engine Optimisation. Search engines function by using a series of keywords, as input by the user, to retrieve articles, websites, or other media related to these words on the web. While the search engine crawls the web for relevant results, the process of indexing places the results in order of relevance. Most search engine users never look beyond the first page of results. So it is vital for a business to appear as high up these results as possible, but various factors will be at play in determining the order of the list. A search engine is often biased, due to using information about the user’s previous history or location to tailor the results. SEO aims to overcome these problems and achieve the best possible rankings for your business.
SEO works by adjusting and tailoring website content to maximise its presence on search engines. Search engine algorithms look not only for content, but also performance, consistency and user experience, when determining where to send their searchers. So it is also important to optimise your website in these areas. It is a complex and constantly evolving process, and it is often reported that Google consider over 200 factors to determine where your website ranks in search engine results – which is why we say, leave it to the professionals.
10 Reasons Why You Should Hire an SEO Agency
1. SEO companies have years of expertise
Search Engine Optimisation is an ever-evolving field. It takes a lot of time to set up a clear and productive SEO strategy, with the need to constantly test results and adjust them. SEO companies such as ePresence have years of experience in achieving great results. They have likely worked with businesses like yours before, and so will have a knowledge of your target audience and how you could attract them. They will identify the most popular search words and phrases that relate to your business, and strategically include them on your website to improve your search engine ranking. They will also assess how well the keywords on your website are working, and build high quality backlinks from other websites, which will increase your ranking. Without this kind of specialised help, your business might never gain the exposure it needs to rank highly in search engine results. What is more, SEO isn’t for hobbyists – bad SEO can actually damage your site rather than help it. So call in the experts.
2. SEO companies get better results
Considering the resources needed for a strong campaign, it is no surprise that dedicated SEO marketing companies achieve far better results than the individual can hope to. SEO professionals can help you create a comprehensive plan to maximise your business’s success online. Plus, if SEO isn’t done correctly, it can actually get you blacklisted by search engines like Google – meaning your site would be removed from their index. This would spell complete disaster for your business efforts online, and it’s very hard to get off the blacklist once you are on it. It’s not worth leaving something so important up to chance.
3. Hiring an SEO company saves you time to do what you do best
SEO is a really time heavy operation, involving constant navigation of a huge range of factors. Search engine results aren’t permanent – to maintain your ranking requires constant upkeep. Even if you feel equipped to tackle it, where will you find the time whilst also running your company? You are the expert in your business – working with professionals in the SEO field allows you the peace of mind of knowing that you can get on with your job, whilst they do theirs.
4. SEO companies focus on ROI and growing your sales, not just traffic
A good SEO campaign should be tailored to achieve the results you want from your website. While getting more visitors is a great result, you are probably keen for them to be making their way to the shop and getting their wallets out! We can help you direct your newly acquired traffic exactly where you want it to be, increasing your revenues.
5. Get data to make better business decisions
As a marketing company, we will constantly be analysing the results of our campaigns, to see what is working and what isn’t. Through gathering this data, we will be able to see where your customers are, what their demographic looks like, and many other details about your potential customer base that can empower your business decisions into the future. This all helps ensure you spend your marketing budget in the wisest way possible.
6. Focusing SEO reduces your reliance on expensive media buys
The world is online, and your business needs to meet them there. However, buying advertising space can quickly consume an advertising budget. By contrast, SEO is an organic process designed to target the unpaid results of search engines. SEO is lower in cost compared with expensive traditional advertising methods that simply have a blanket reach, whether their audience is interested in your business or not. As such, an SEO campaign can be an extremely cost effective way to give your business a boost. In addition, SEO is a virtuous circle – if the SEO strategy is well thought out, it will bring your site nearer to the top of results. This will generate more traffic to your site, and this popularity will push your site ever further up the rankings. The more a result is selected, the higher it will rank in the results. So an SEO campaign can effectively bring you far more exposure without resorting to expensive media buys. Long term, it should reduce the amount of money you need to spend on marketing.
7. SEO agencies are on top of the latest SEO techniques
As an ever evolving field, SEO is a process and not a one off task. Setting up a strong campaign involves analysing many factors (who will be searching for what, and where?), implementing a strategy, and then measuring the results. Tactics will then need to be adjusted, to improve the results further. Constant monitoring and adjustment is necessary, especially as algorithms are always changing. Google makes on average 2000 changes to its algorithm each year – without professional help, it could be hard to keep up! SEO agencies such as ePresence are experts in their field and will be able to guide you through this complex process using the latest techniques.
8. SEO agencies can help with other services too such as website design and maintenance, email marketing, paid advertising, digital marketing strategy
An integrated marketing strategy will produce much more effective results than isolated attempts to improve just one or two areas. A good digital marketing agency will help you assemble a complete digital marketing strategy, which combines effective SEO with a website that has a fantastic conversion rate; a mailing list that delivers real results; and paid advertising that is expertly placed to make the most of your marketing budget.
9. When you don’t have the inhouse resources to do it yourself
Few small businesses can boast a dedicated digital marketing team. The range of skills and knowledge required becomes ever more specialised, and most companies need to concentrate on their own areas of specialism. Bringing in an agency ensures that even a small team can get the benefits of expert professional guidance through the digital maze.
10. Your website traffic isn’t improving or has declined
As a business in the online marketplace, it is essential to keep striving for improvement. If you find you have stagnated, getting a fresh pair of eyes on your operation can work wonders. A digital marketing professional giving a second opinion and suggestions from a marketing perspective could refresh your whole approach and turn things around. With 68% of online experience begin with a Google search, SEO can give a huge boost by generating more organic traffic to your site. By assessing and then targeting your market, a good SEO agency will give you the best chance of thriving in a very competitive online world.
Declan Clancy is an enthusiastic, results oriented and creative Digital Marketer with 9 years hands on experience across digital channels.
In his last role as Group Digital Marketing Manager for Trigon Hotels, Declan was responsible for the ecommerce strategy and implementation for their 3 hotels. While at Trigon Hotels, Declan won Best use of Twitter for a Large Business at the Cork Digital Marketing Awards for his work for Cork International Hotel.