What is SEO

Strictly speaking, "SEO" is just an abbreviation and stands for "Search Engine Optimization" The term search engine optimization includes all measures that optimize a website or an online shop for better findability in search engines such as Google or Bing. In short, these measures can be divided into on-page and off-page measures. On-page measures are all factors that are within your own sphere of influence on your own website. This means things such as page loading speed, internal linking, text, content, images and much more.

1. SEARCH ENGINE OPTIMIZATION PAYS OFF IN THE LONG RUN

SEO has a long-term effect. It is therefore not surprising that optimizing measures pay off, especially in the long run.

2. SEO INCREASES ONE'S EXPERT STATUS

Whether as the operator of an online shop, a blog or as a service provider: Your own expert status is increased through the right optimization. Giving answers on a certain topic, being findable and sharing your knowledge with others

3. SEO IS COST EFFECTIVE

Compared to other advertising channels, search engine optimization is extremely cost-effective. Once the content of a website has been optimized, it can usually be found months or, with constant optimization, even years later and attract interested visitors.

4. SEO IS SUSTAINABLE

Depending on the type of optimization, search engine optimization is one of the most sustainable sources of traffic. Every article, every text, every subpage of an internet presence will sooner or later "rank" with the right optimization

5. SEO IS OFTEN THE ONLY CHANCE IN SOME NICHES

An aspect of SEO that is often not taken into account is the fact that certain product categories can be sold almost exclusively via organic traffic, since they are not allowed to be advertised via conventional online marketing channels.

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6. SEO CONSISTENTLY BRINGS IN NEW CUSTOMERS AND SALES

As mentioned at the beginning, SEO happens independently of the budget of a specific advertising account. So while Adwords campaigns not only cost a lot of money, they usually don't reach all of the possible search queries. Because of a budget that is too low or the advert not being relevant enough, it can happen that just a fraction of the searchers see the advert that was placed.

Depending on the SEO tool used, further "tool specific" metrics can be used to measure optimization. The visibility index of the Sistrix tool, for example, can provide information about the visibility of a domain over time. In addition to the key figures mentioned, countless other metrics and KPIs can be used to transparently measure and assess the success of SEO measures. Questions that can be answered at any time are for example:

What is the current organic CTR?

How many organic impressions does the website get?

Which keywords bring the most traffic?

How is the visibility of the site developing?

How strong is the current link profile?

How much turnover was generated by SEO in the period XY?

8. SEO INCREASES AWARENESS

Everything and everyone uses search engines these days when it comes to finding a specific product or solving a problem. SEO can thus be identified as a pull marketing channel.

9. SEO CONSIDERS THE ENTIRE CUSTOMER JOURNEY

SEO is always successful when people find a suitable and relevant answer when they are looking for a product or the solution to a specific problem. It is even better if interested parties buy exactly this solution or this product (keyword: search intention). It is therefore in the nature of things that a successful SEO strategy must take the entire customer journey into account.

10. SEARCH ENGINE OPTIMIZATION SECURES

As has already become clear in the previous article, search engine optimization is a suitable vehicle for achieving a certain degree of independence from paid advertising on common advertising platforms such as Google AdWords or Facebook Ads. Of course, paid ads and organic traffic are not mutually exclusive. On the contrary: SEO can provide a solid basis for all advertising measures based on it.

CONCLUSION: WHY SEO IS IMPORTANT

Search engine optimization proves to be a long-term sensible and cost-efficient investment. In addition, SEO should be part of any content marketing strategy. On the one hand, to achieve a certain independence from paid advertising. On the other hand, to establish or expand an expert status and a positive image with authenticity through technically valuable content and good rankings. The return-on-invest (ROI) depends on many factors in each individual case. Overall, it can be said that the ROI is extremely positive in most cases in the medium to long term.