Users are typing in search terms. If the site will be displayed at the top of the search engines, then users will go to this site. They may be searching for a product or service right now, be most interested in buying, or they may be perusing information while at the beginning of the customer acquisition funnel.
Transactions and sales
If the make website SEO friendly, the range of products is diverse, prices are adequate, and ordering is quick and easy, then incoming traffic will convert into online sales or orders on your site.
Repeat sales and loyal customers
With quality optimization and well-designed site structure, a convenient product or service card, the user remembers the site and can come back already for branded queries. If the user is satisfied with the product and service after purchase, this interest must be maintained and developed. For example, building communication with each client with the help of CRM-marketing. Customers appreciate personalized content, which they receive at the right time in the right place. And they are sure to come back to place an order again.
Advantages and disadvantages of SEO website promotion
Website search engine optimization brings traffic to a site from search engines. Such traffic is called search engine traffic or organic traffic. This traffic channel, like any other, has a number of advantages and disadvantages. Let's consider the most important ones:
Pros:
You don't have to pay for clicks. Indeed, search engines don't charge for clicks in organic results, so you don't have to pay for users who come from search. Unlike contextual advertising, where every click on an ad will cost you money. But it's not all that simple. You still need to invest money in search engine promotion - whether you involve an agency or an in-house employee. Realizing that the resulting traffic from organic search is times cheaper than traffic from contextual advertising. Plus, the optimization of the site is to improve the entire project - refined structure, landing pages, content marketing. And the customer gets both targeted traffic and improvement of the site, unlike other types of advertising.
Hot traffic. Users search for the product or service themselves and type in search terms to do so. Importantly, they are searching for it in real time. Therefore, organic traffic is one of the highest quality and most inexpensive channels to attract traffic.
Flexible query selection. You yourself determine the list of queries that you want to promote in search. In doing so, you can work with a fairly broad list of queries, handling demand at each stage of the customer acquisition funnel - building brand knowledge, reaching "hot" demand, making a purchase decision, and working with your existing customer base. On the other hand, you can focus on promoting the highest margin products or queries that yield the most customers in your topic.
Improve the technical condition of the site. In order for the site to rank highly, it must meet certain standards of search engines. Working on the search engine promotion can achieve that the site loads quickly from any device, to reduce the number of errors that interfere with purchases. A little later we'll talk about the factors seo promotion of the site.
Improves the usability of the site. Search algorithms are adapting and are increasingly taking into account when ranking the usability of the site. Simply put, it should be convenient for users to filter, select and order any product or service. Search engines appreciate this.
Cons:
The results don't show up right away. After optimizing a site, search engines need time to index it. Search queries eventually begin to rank higher and higher until they reach the top 10 positions. This time interval is always different - an average of 2 to 6 months.
Costs of site improvement. Improving the site has two main parts - the development of a plan for change and the implementation of those changes. The development of the plan - the task of the SEO-contractor, the implementation - the work of your website development team. Both require resources - time and money. On the other hand, in addition to traffic or the necessary positions in the top 10, you get an improvement in the entire site. This has a beneficial effect on conversion - it grows and allows you to get more hits from any traffic sources.
Limited search relevance. The number of queries in your topic can be quite small. In this case, invest in a full-fledged search engine promotion may not be appropriate. It is much more correct to put the site in order and maintain it.
