In a world where you can pay for instant results, it’s tempting to go for the quick win. We explore why playing the long-game of Search Engine Optimisation (SEO) should be part of your digital strategy.
We live in a world of instant gratification. It’s never been easier to find information and products online, so when it comes to online marketing, it’s reasonable for organisations to question the value of something that takes time and effort when there are options that may provide immediate results.
The visibility of your website and how well it ranks in search is a key part of a brand strategy. People will give more credibility and trust to brands whose websites rank higher in search positions, and given that 93% of online experiences start with a search engine, it’s your chance to make a pivotal first impression on a potential customer.
So why not just opt for paid search?
First, people are incredibly savvy and can distinguish between paid ‘ads’ at the top of the page and organic search results. Anyone can purchase results, but the perception is that only big, trusted websites will rank high organically, reinforcing your brand’s reputation and credibility.
Secondly, as soon as you stop paying for search results, your website will not be visible in the search rankings, unless you’re also optimised for search engines. If you are patient and invest in SEO, your website will still rank for the keywords that they are optimised for after you stop investing that time and effort.
The best digital strategies combine SEO and paid search to create short and long-term benefits for your brand. Paid search is instant and gives you complete control of what search terms you advertise against, what you say in your ad copy and where you send people on your website. SEO will reinforce and enhance your paid search strategy and will work long after you stop investing in paid search.
As an integrated agency, we can help you develop the best digital strategy for your business goals, including SEO, paid search and content development.