Are you getting all the visibility you can from search? Cory Schmidt, Head of Marketing at digital asset management specialist Canto, explains why it’s so important to focus on content-led SEO.
As head of marketing at a growing tech business, I devote lots of time to how we achieve more sales from organic search. Increasing site traffic and sales-ready leads has been vital to our recent commercial success. So why do we prioritise SEO?
As a modern marketer SEO is your lifeblood
Let’s begin with some statistics that prove the point.
Google is responsible for 94% of total organic traffic and furthermore, it says over half of smartphone users have discovered a new company or product while conducting a search on their smartphone.
Canto is speaking and exhibiting at the upcoming Digital City Expo in March 2020, and will be in the Marketing Zone. Find out more about the Expo and Digital City Festival week here.
According to MarTech figures, 70-80% of search engine users are only focusing on the organic results. We can all identify with this stat – we know when we’re being advertised to and the majority of us tend to ignore ads as we scroll a page.
Odds are you’ll be among the 61% of marketers HubSpot surveyed in 2018 who said that improving SEO and growing their organic presence is their top inbound marketing priority. It wouldn’t surprise me if this percentage has risen since then, especially when you take into account the improvements Google constantly rolls out to their search algorithms to better align to human search behaviours and what we’re genuinely looking for.
Increasing your site’s rank achieves higher visibility that inevitably equates to more traffic, delivering a positive feedback loop. As these are people already searching for the product or service you offer, they’re generally warmer business leads. It’s why organic web traffic rather than those from paid search ads usually converts to custom at a much higher rate.
