If someone is looking for your business on the internet, it is vital your website appears prominently in the search engines’ results pages.

Ask a search engine “Is SEO dead in 2016?” and you will get around a billion results. In her fittingly titled article of the same name,Clarissa Wilson (Columbus Internet Examiner) sums it up when she writes, “Most SEO experts say that SEO is not dead in 2016, but they say that it is getting more complex.”

Undeniably, the face of SEO is changing; gone are the old days of keyword stuffing and indiscriminate link-building. David Amerland (author of Google Semantic Search) says: “Search is the means through which we navigate the Web. If your business is not visible in search it is difficult for it to be found by your customers. Search, above all else, is marketing, and it is undergoing a massive change.”

So long as search engines exist, SEO will continue to exist in some guise, and it is increasingly important.

 

Why should your business invest in SEO?

1. It works. Up-to-date SEO techniques applied appropriately to a website will increase its online visibility. Many case studies confirm this. Adam Audette, Chief Knowledge Officer, RKG says, “The future of SEO is here: understanding and marketing to specific and defined audiences through search engines.”

2. It’s going to keep going for the foreseeable future. It is highly likely that SEO will continue to be successful for the foreseeable future. As search progresses into video and audio, keywords will still play an important part, as is the case currently for text-based searches. This connection will ensure the continuing need for SEO.

3. The explosion in mobile usage. Way back in 2014, mobile overtook desktop as the most common way to access the Internet. “So it’s no longer a case of asking whether mobile marketing is important, we know it is!” – quote from Dave Chaffey, digital marketing expert and author. Therefore new SEO opportunities are opening up focusing on mobile technology and a trend towards local search optimisation.

4. Search engines penalize websites with a below-par content profile. Google and other search engines are constantly changing the way they monitor and assess websites. A good example is the increasing role of social media; website social media indictors now play a larger part in influencing rankings than ever before. A website needs to gradually evolve and update over months and years, otherwise Google may mark it down.

5. It’s more cost effective than PPC and SMM! When compared to costs of other forms of online marketing – social media marketing (SMM), pay per click (PPC) advertising or purchasing leads for an email marketing campaign – SEO provides a good return on investment (ROI). While PPC may be more effective in the short-term and SMM may be better at promoting brand image, SEO provides the foundation on which to build an online presence.

6. Don’t be outdone by competitors! “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” Steuart Henderson Britt, author and Consumer Behaviour expert. The same applies to your website’s online presence; if your website does not appear on the first page of search engine results, most people won’t know it is there at all. If you are not constantly fighting for your place in the Search Engine Rankings, you are losing ground to your competitors, who are!

Investing in quality SEO is as important today as it has been in the past, though it is recognised that SEO strategies are quite different today compared to even a couple of years ago. The owner of any kind of website must implement a solid SEO strategy to be competitive online – SEO and marketing should form key elements of any organization’s business plan and budget.

View our answers to some frequently asked questions about SEO, and head over to our blog post What is SEO to find out more about SEO.

SOS’s SEO experts and digital strategists have the resources and expertise to devise a sound strategy to improve the search engine visibility and marketing approach of all businesses and brands. View our SEO and marketing packages or contact our SEO and Marketing team.