MARKETING SEO, in its acronym in English Search Engine Optimization, is the execution of a series of content optimization actions (content SEO), optimization of your website (SEO on-page) and the achievement of links from other websites ( linkbuilding), with the main goal of improving our position in search engines, for certain search terms, in order to increase traffic to our website.
Positioning your website in the first positions will increase the visibility of your business by attracting more traffic to the web, increasing your probability of getting more sales or conversions.
In addition, a part of on-page SEO, web optimization, consists of actions related to loading speed and usability, making it faster, more accessible and more attractive. With this, we maximize the chances that you will achieve your sales and conversion goals.
Have a website that is optimized and can achieve the best conversion goals, saving you time and money in the long run. If you are still not convinced, we show you 10 benefits of SEO positioning and its disadvantages.
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Main advantages of SEO on your website:
1. High return on investment
One of the main benefits of SEO is to offer a high return on investment, compared to other forms of search engine promotion such as Google Adwords.
That our website appears organically in Google does not imply any cost, apart from the professional SEO service and the derivative of the creation of good content to position. One of the main differences between SEO and SEM is we don't have to pay Google to appear in search results.
On the other hand, its cost is independent of the volume of traffic that you manage to carry out on your website. For example, if you do a campaign in Google Ad (old Google Adwords) you will pay for each click made on the ad, therefore each person who accesses your website will have a cost, while with SEO positioning you will always have stable costs regardless of the number of users who come to your website.
In addition to the words that generate a high volume of searches, they tend to have high bids, especially if they are business keywords, thus generating very high campaign costs, which many companies cannot maintain in the long term.
Another benefit of SEO related to its profitability is the non-limitation of traffic or time, as happens in adwords campaigns, since in the latter, from the moment the budget runs out or the campaign period ends, you leave to appear in search engines and therefore the web should receive traffic.
2. Long-term positioning
One of the advantages of SEO is that it is a long-term digital marketing strategy. If we manage to have a good SEO positioning, we periodically upload optimized content to the web and carry out a little maintenance, they will not easily take away the top positions of the search engines.
As we have already advanced in the previous point, this does not happen with Google Adwords campaigns, where once our campaign is finished we stop having traffic.
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3. Increase in target traffic
The first 3 positions of the search engines take more than 75% of the clicks and less than 10% of the users go to the second page of the search engines since users prefer to carry out a new search. These data speak for themselves about how beneficial it is to appear in the top positions of Google.
To correctly position a web page, it is necessary to carry out a keyword research or study of keywords, to detect all the terms that your customers use to search for your products and services. This will make your traffic of quality since you will offer what your customers are looking for.
An added plus to this SEO advantage is that users prefer organic results to paid ones. Many users do not pay attention to Google ads, they skip these positions and go directly to the organic results, as anyone can bid and appear in these positions, while the organic results are the reward for a good positioning job and are perceived by users as better quality content and more adapted to their search needs, thus generating greater confidence in them.
4. Increase sales or conversions
SEO is much more than traffic. The implementation of good SEO actions will help to optimize the conversion rate of the website.
For this we have to optimize all the elements of our website that have to do with the sale or conversion, such as the purchase funnel, the pages where users who carry out conversions access and the product and service files.
We must detect which keywords are used by users who make a purchase on our website and focus our efforts on attracting more traffic to convert to our website.
On the other hand, we will not get the maximum benefit from SEO if we bring traffic to the web but do not increase sales or conversions. Therefore, it is essential to optimize the purchase funnel to detect technical errors, unnecessary steps, purchase forms that request too much information or simply information that the user does not understand, which is making it difficult for us to have higher conversion volumes. There are many tools that allow you to monitor what users do on our website, to detect errors or processes that make it difficult for users to purchase.
5. Promote the web relentlessly
Other benefits of SEO is being able to position our website 24 hours a day, 365 days a year. This is something that does not happen with campaigns in Google Ads that when we run out of budget or stop the campaigns, we will stop appearing in search results.
SEO is an investment that will give you results over a long period of time. Once your website is optimized, if you upload quality content periodically and follow-up to verify that everything is correct, there will be no one to make you fall from the top positions.
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6. Creation of good content
Google will not put any content first. So we must create good content, which both users and search engines like and that no duplicates are found on any other website. For this we will resort to SEO content writing, which consists of optimizing the text of the web including the main keywords in relevant sites, such as the titles, the metatag, the first paragraphs of the web and in the images. Although we will always keep in mind that it is the user to whom our content is directed and who we must please in the first place, with clear texts that provide relevant information for them.
7. Increase the visibility of your brand
One of the benefits of SEO is to be in the top positions of Google search results, and this will provide customers and users with a good impression of our brand and we will increase our branding. On the other hand, the more pages we have positioned, the more possibilities there are for users to see our content, access the web and consume our products or services.
In addition, well-positioned websites are seen by users as trusted pages. If you do not have a good position, users may think that you are new to the sector, you have little web traffic, it is a little known brand or that you do not have enough resources to make an investment in SEO positioning.
8. Improvements in web usability
Many of the optimization actions improve web usability, making it easier for users to navigate and perform certain actions on the web, such as making a purchase or registering. When optimization actions pay off, you will see your Google Analytics result ratios improve considerably. Users will spend more time on your website, visit more pages and the bounce rate will be reduced.
9. Improvements in web loading times
If we do a good on-page SEO and optimize our page by reducing the size and weight of the images, validating the code so that it does not present errors and we minimize it and perform server optimization tasks so that the requests received are processed quickly and efficient. This will considerably reduce the loading times of the web. This SEO benefit will be highly valued by users, especially when browsing with a mobile device.
10. Trust
Users know that the content offered in the first positions is of quality and this gives them greater confidence in these web pages. If Google has positioned us in the first positions, it is because we have carried out content optimization tasks and we are going to offer quality content to users. On the other hand, as we anticipated in previous points, many users prefer organic results to those of SEM payment, since anyone can pay at a specific time to appear in the first positions.
Disadvantages of SEO
Although the disadvantages of SEO positioning are not up to the benefits that it brings us, it is always good to value them and take them into account.
Have a good SEO professional. Specialized knowledge is needed for the implementation, constant monitoring of both our website and the competition and being able to provide a fast and accurate response to solve problems and compete for the top positions. In addition, the Google search algorithm is constantly changing, therefore you must have an SEO professional who is aware of the latest news and changes in the algorithm.
Know the best monitoring tools. It is necessary to know and handle the main data monitoring tools, in addition to knowing how to interpret the data that they provide us and detect opportunities and threats. In addition, the vast majority of the tools used in data monitoring tasks are paid.
The results are long term. The SEO optimization process takes time for the implementation of all the changes and for the search engines to detect and value them. Results can take months to manifest, especially if the website is new or international SEO is done.
Continuous competition. It is impossible to guarantee the positions and the volume of traffic that will reach the web in the future, since it is a process of constant struggle for the first positions against our competitors.
The investment is continuous. Even if most of the optimization tasks are carried out at the beginning, we must never let our guard down, since the competitors will not give us a break. To stay in the top positions, we must continually upload optimized content to the web, detect problems and errors on the web or search for new keywords for which we must position ourselves, and improve the SEO positioning of those for which we are positioned. And, in addition, we must do it before and better than our competition, to guarantee success.
These downsides shouldn't put you off. SEO positioning is an essential strategy for all companies that want to be successful on the Internet. With a good SEO implementation, your website will be more visible, attract more visits, of better quality and puts you ahead of your competitors, while increasing the quality of your website, blog or online store.
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