Maximizing Online Success: The Benefits of an SEO Consultant

Investing in the expertise of SEO consultants yields invaluable benefits for businesses seeking to thrive in the digital world by maximizing online success. SEO (or search engine optimization) involves tactics designed to help your content rank near the top when users search for information related to your business. For instance, if a user enters a query into a search engine looking for a casual dress for a beach party and you sell dresses that fit the need, your content should appear on the first page of search results if you want a chance to make that sale. Below you can see why appearing near the top of search results (called SERPs for search engine results pages) since content in these spots garners nearly all the clicks from users. This traffic, termed organic, represents over half of all the traffic visiting your website and has a big impact on maximizing online success, as we’ll see below. Due to the complex nature of SEO strategies and the way the ranking algorithm changes frequently, hiring a consultant may prove your best option to succeed in a packed online environment.

organic traffic
Image courtesy of Backlinko

Maximizing online success

SEO is the most important source of traffic to your website

If you accept the data shown in the graphic above, you must conclude that SEO helps optimize your success by bringing more traffic to your website. More traffic translates into more opportunities to make a sale just as having more customers in your store means higher sales. And, you can’t replace organic search as traffic from other online marketing options, such as digital advertising, only accounts for approximately 27% of visits, and organic social media, which was a great option for businesses in the past, is dramatically lower (16%) as more social media platforms prioritize monetization on their sites. Based solely on traffic, SEO reigns supreme.

Cost per 1000

A classic measure of advertising effectiveness is cost per 1000 (or CPM) also favors the use of SEO when maximizing online success, as you can see below in this comparison that includes costs for traditional media. Note that search marketing, mostly involving SEO, results in the lowest cost to reach your target audience. Thus, SEO is great for small businesses with their limited budget.

maximizing online successROI (return on investment)

While ROI varies greatly by industry and a firm’s ability to capitalize on the potential of various marketing strategies, the ROI of SEO is higher than almost any other online (or offline) marketing strategy. Coming in at a whopping 2200%, SEO produces a higher return than any strategy except email marketing, which generates a 4200% ROI. For B2B firms like the ones we use in our examples below, SEO generates more revenue than all other marketing strategies combined.

SEO for maximizing online success

As I said earlier, SEO is complex, which is why hiring a consultant with specialized knowledge of your industry and your market can greatly benefit you when it comes to reaching your goals. We’ll delve into that in the next section. Here, I’d like to show you how SEO works.

  1. When you publish a piece of content, Google (or any other search engine) detects something new because you submitted a site map to the search engine, and that site map changed with the publication of fresh content or a bot finds it as it constantly searches the internet for fresh content.
  2. Google uses your keyword (reflected in your meta description, title, and headlines) to categorize your content and places it in a database based on this category. When a user searches, Google first checks for all content related to the query using this database.
  3. Once the search engine has the content that satisfies user intent (as reflected in the query), it ranks the content hoping to deliver the best content first. That’s why Google dominates other search engines. It has a reputation for making search easier because the best answers appear first that’s better than other options.
  4. Pages of links related to the user’s query appear with approximately 10 links per results page.
  5. A user chooses one or more links (or rephrases their query to improve results), often choosing ones near the top of the results on the first page.

As you can see, ranking is an important part of driving traffic to your site as is choosing appropriate keywords that likely match user queries. Google created a ranking algorithm containing up to 120 factors along with weights that result in some factors counting for more than other factors. Some factors relate to the individual published page, some are a function of the overall website performance. Some ranking factors are easily implemented such as crafting keyword-focused content that provides value to your visitors, while other aspects are technical, including markup language. These more technical aspects of SEO, as well as monitoring SEO performance, represent the best ways an SEO consultant can help improve performance. If you’re interested in learning more about the most impactful factors to include when you consider the SEO of your website, here’s a great place to start.

An example

Let’s explore these advantages gained by using an SEO consultant through the lens of two specific examples: queue barriers and posts that manage lines to improve efficiency when facing crowds, and side scan sonar technology.

Specialized knowledge and expertise

Search engine optimization consultants bring specialized knowledge and expertise in navigating the intricate landscape of SEO. Whether you’re in the business of selling queue barriers and posts or developing cutting-edge side-scan sonar technology, these professionals understand the nuances of your industry and can tailor strategies accordingly. For instance, an SEO consultant can conduct thorough keyword research to identify terms like “queue management solutions” or “marine sonar technology,” ensuring that your website ranks prominently for relevant search queries. In a B2B setting that involves relatively technical products, this expertise is invaluable. Long-tailed keywords meet your needs through their ability to focus on specific queries, allow you to produce content frequently without reusing your keywords, and match current tendencies for longer queries resulting from using voice search options like Alexa.

long-tail keywords
Image courtesy of Yoast

Enhanced online visibility

One of the primary goals of an SEO consultant is to enhance your business’s online visibility and drive more traffic to your website. By optimizing your website’s content with meta tags, and technical elements, consultants can improve its ranking on search engine results pages (SERPs), making it more discoverable to potential customers. For a company offering queue barriers and posts, this means appearing at the top of search results when individuals search for terms like “crowd control solutions” or “stanchions for events.” Similarly, for a side scan sonar technology provider, improved visibility ensures that their products are easily found by professionals searching for underwater survey equipment.

Targeted traffic and qualified leads

SEO consultants don’t just focus on increasing traffic to your website; they prioritize attracting targeted traffic comprised of individuals who actively seek the products or services you offer. By optimizing your website for relevant keywords and implementing local SEO strategies, consultants can drive qualified leads to your business. For example, a queue barriers and posts manufacturer can target local audiences by optimising their website for terms like “queue management solutions in [city name],” attracting nearby customers in need of their products. Similarly, a side scan sonar technology company can target specific industries or geographic regions to reach qualified leads interested in their underwater imaging solutions.

Improved user experience

SEO consultants prioritize optimizing not only for search engines but also for the end user. By enhancing website usability, improving page load times, and ensuring mobile responsiveness, consultants create a seamless and enjoyable browsing experience for visitors. This not only improves engagement and reduces bounce rates but also contributes to higher search engine rankings. For instance, a well-optimized website selling queue barriers and posts would provide easy navigation and clear product information, making it effortless for customers to find and purchase the products they need.

Measurable results and ROI

Perhaps most importantly, investing in SEO consultancy provides measurable results and a tangible return on investment (ROI). Through comprehensive analytics and reporting, consultants track key performance indicators such as website traffic, keyword rankings, and conversion rates. This data-driven approach allows businesses to gauge the effectiveness of their SEO efforts and make informed decisions about future strategies. For example, a side scan sonar technology company can track the increase in website traffic and inquiries from potential customers after implementing targeted SEO campaigns, directly correlating these improvements to business growth and revenue generation.

Conclusion

Investing in the expertise of SEO consultants offers numerous benefits for businesses across all industries, markets, and competitive environments. By leveraging their specialized knowledge, enhancing online visibility, attracting targeted traffic, optimizing user experience, and achieving measurable results, thus maximizing online success.

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