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7 reasons why SEO should be an ongoing part of your business strategy

In this article we explore why search engine optimisation (SEO) should be an integral part of growing your business and your business strategy.

So, what is SEO? SEO is the process of improving how a website performs in search engine rankings. By analysing and tweaking various elements, SEO experts, like our digital marketing team here at Hydra Creative, use this information to increase website traffic, drive visitors and convert audiences to make a purchase or complete an activity to reach intended goals.

Here are just some of the benefits of using SEO correctly:

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Know how your website is performing
SEO professionals often use Google analytics to monitor how a website is performing by setting up goals and help with enhancing the site’s on page SEO. Goals allow a site to record whether their main aim or purpose is being achieved and track why these may be increasing or decreasing. The data can identify successful events, track campaigns and see where your page ranks for particular keywords. SEO audits can then be carried out to improve these.

Learn what your consumers like
By analysing data from your market, keywords, search terms and current website visitors, we can identify consumer behaviour patterns and in turn understand how we can encourage more people to view your site and complete an action. Actions such as making a purchase on an e-commerce site, signing up for a newsletter or successfully filling out a contact form. Recognising behaviours means you can see what encourages your audience to stay on a particular page for longer and what drove them there in the first place. This is important as it means you are able to track your audience more accurately, and targeting the right audience means they are more likely to convert and get in touch. Otherwise you're at risk of targeting the wrong audience to your site who will fail to convert.

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Increase quality traffic
SEO targets quality traffic, helping to attract relevant people to your site who are actively searching and have an interest in your products or service. These visitors have ‘intent’, which means they are more likely to complete an action such as buying an item or filling out a contact form. Well-structured organic SEO which is based on analytics and good research helps to maximise your marketing spend.

Digital marketing professionals can help you improve the ranking of your website for your chosen keywords through organic SEO, which is often seen as a longer term marketing strategy than Pay Per Click. However, for businesses that want to have immediate impact and quick results, investing in PPC can provide great returns much quicker than those experienced through organic SEO.

Attracting the right audience
Using your website analytics, through observing the behaviours of people once they land on your site, you can discover who is being attracted to your site and whether this is your intended audience or not. If it’s not the right audience, then we can identify why this is and use SEO techniques to make sure your site reaches your desired target market.

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What demographic could become a potentially successful audience?
It may be that your website attracts a large demographic of people that you never expected, or you don’t realise visit. By firstly analysing your current visitors, we can then use SEO to effectively target these additional visitors and broaden your customer base. Alternatively, if you find you’re attracting an audience that really isn’t right, or intended, then it may be necessary to tweak aspects of your site and SEO to make sure you’re appealing to the right people. For example, a certain keyword may appear misleading and cause people looking for something completely different to visit your site, only to leave almost instantly as it is not what they are looking for. This raises your bounce rate, which can impact on the positioning of your website on Google and other search engines.

See what strategies you should implement
Digital marketing and analysis helps users understand what SEO strategies would be useful if implemented. These include gaining backlinks, using certain keywords or phrases (long-tail keywords), or implementing a new campaign to reach a wider or different audience. This is pivotal in the SEO world as choosing the right strategies mean you gain a higher ranking in search engine results and therefore potentially a higher conversion rate.