Digital marketers often get asked “which medium will get me the best ROI?” Although the answer to this question involves many factors like business needs, marketing budget, industry, and target audience, to find the most effective channel to stimulate growth for your business, SEO is truly one of the most promising. SEO is constantly evolving and although it can be difficult, and at times frustrating, to stay on top of the new updates from Google and other search engines, the results of having an SEO strategy and investing in SEO are undeniable. Regardless of what any online gurus are saying about SEO, these numbers don't lie.
Here are 4 of the most important SEO stats you should be paying attention to right now:
- Search is the #1 driver of traffic to websites, beating social media by more than 300%
Take a quick look at your site’s Google Analytics account, and you’ll notice that users from organic search almost always outperform all of the other sources. Why is that? Because users are looking for you through search. We’re not saying that people aren’t finding your business through Facebook or Twitter, but people use those platforms to connect with friends and family more than they do to search for businesses. It's no wonder that small businesses, marketers, and companies of all shapes and sizes are increasingly putting their focus on boosting their SEO strategy.
- 81% of consumers research online before buying
Whether it’s looking for a restaurant to grab dinner tonight, shopping for the latest smartphone, or finding the nearest auto shop to get your car serviced, the influence the Internet and search engines have on where consumers go to spend their money is massive. Of that 81%, 60% of consumers start their search for product information on a search engine. From those search engine results, they'll visit 3 pages on average before making a purchasing decision.
Shoppers rely heavily on search engine results pages during their purchasing experience and if your website isn’t on the first page, you have a small chance to capture those users and build your customer base. By optimizing your site and content for certain keywords, you can dramatically increase the likelihood that your business will be found by your target audience before they find your competitors.
- While content marketing costs 62% less than outbound marketing, it generates more than three times as many leads
The benefits of having a blog are staggering. Studies continue to show that blogs are an important part of product research, they can help your site get 434% more indexed pages, 97% more backlinks, and 3x the amount of leads compared to businesses who don't blog or blog less than 4 times per month. Long story short, create a blog, tend to it regularly, and fill it with high-quality, relevant information that your ideal customers are searching for. Then sit back and watch your site users and conversion numbers increase.
- Local searches lead 50% of mobile users to visit a store within one day of conducting the search
This is compared to 34% of desktop and tablet searches that do the same. So, cumulatively across 3 device categories, you're looking at 84% of people searching in your local area that will visit your business within one day of searching. This is huge! Some small business owners think that having a web presence is unnecessary because they're a local business. However, consumers want to do online research about your business before leaving the house and once they make the decision of where to shop, it can be difficult to change their minds. This means that being able to outrank your competitors and increase your search ranking can lead to a big boost in foot traffic and sales.
As consumers get savvier and the demand for high-quality information continues to grow, having an SEO strategy will only become more and more relevant to your marketing and lead generation efforts. In the near future, it won't be about outbound marketing vs. inbound marketing, it will about which inbound marketing efforts are the best. If you would like to know more about how SEO impacts your business or where to get started on an SEO strategy, please contact us!