Why SEO is Essential for Those Going Into the Business Industry

As more and more business is completed online, it is becoming even more critical to have a strong internet presence. Without it, business owners are losing a substantial portion of their potential market to competitors. This is where tools such as search engine optimization come in.

Most business owners are aware of the existence of search engine optimization, also known as SEO. However, many of them choose to opt out of the available SEO tools and services either because they deem the tools too complicated or too expensive. They are apparently unaware of the incredible benefits of SEO when it comes to marketing outcomes that make it an almost essential tool in the business industry.

For tech-savvy business women, working in an industry such as SEO can feel like a diversity challenge. It is true, upwards of 70 percent of those employed in the industry are male. However, there are a number of female powerhouses who are shaking up the industry and providing inspiration to clever women looking to work in the field.

What Exactly is SEO?

By definition, SEO is the process of maximizing organic traffic to your website from search engines such as Google, Bing, Yahoo, and YouTube. In fact, for Google alone, there are approximately 63,000 searches happening every second. Given this information, it is essential that your business be found easily through one or more of these avenues.

Believe it or not, organic online search traffic is actually one of the biggest aspects of a website’s performance. Oftentimes potential consumers are looking for an answer when they use a search engine and they will often only look at the first page of results. If your website is on that first page and can answer it, then you’ve just made them aware of your company and potentially pulled in new clients.

Organic search traffic is a critical component of the market funnel, meaning it is a powerful first step towards making a conversion. After all, if potential clients never find your website, they will never make a purchase from it. SEO plays a powerful role in improving the chances your company will appear on the first page of a search.

SEO and Marketing

Some research suggests that without SEO as part of an online marketing strategy, businesses could be missing out on upwards of 80 percent of customers. This is largely because without any SEO work on your website, it is unlikely to be very visible — primarily because it will not be indexed by search engines. Without indexing, search engines are never “told” to present your website over others.

One of the key components to a successful SEO strategy is the development of fresh, quality content that connects with other relevant content on other websites. This essentially provides context clues to search engines regarding where your company sits and the niches it is likely to fill. Content is king, and providing quality content can drive consumers to your website in droves.

SEO optimized websites are also likelier to load quickly, display properly on all types of devices, and provide an easier and more positive overall user experience. These positive experiences build up over time and serve to increase brand loyalty. Ultimately, they mean more conversions at a lower overall cost.

Using Keyword Research

Although content plays a pivotal role in bringing customers to a website, any SEO-savvy woman knows that keyword research is the technical building block that content is based upon. Keyword research is defined as the process of identifying terms and phrases that potential customers use to find the information they’re looking for when they go to a search engine. It is a primary tool in determining how consumers are connecting with your company’s products.

Furthermore, it can be a powerful tool in identifying how the user experience can be enhanced to encompass more potential clients in more searches more efficiently. There are many thousands of potential keywords and phrases that customers may use in relation to your products. The goal of keyword research is to determine which of these queries to focus on to get the biggest bang per buck.

Contrary to what many might think, focusing on specific terms and phrases such as “winter hats” can make it harder to move up in search engine results and gain customers. This is because everyone is targeting these words for many different reasons. Rather, focusing on longer phrases can make the biggest difference in conversion rates — nearly 70 percent of webpage traffic is ultimately generated by long-phrase keywords.

A Career in SEO

With such importance associated with the use of SEO tools for online marketing success, making a career out of search engine optimization could be a smart, lucrative choice for many women. SEO specialists are likely to work either for a SEO firm doing work with multiple clients or within a marketing department of a specific company doing a variety of SEO-related tasks. There are a surprising number of duties that could fall under the job description of a SEO specialist.

Day-to-day tasks would vary substantially depending upon the organization of the company, but typically circle around a few main objectives. Specialists may focus on things such as client online presence, content analysis, keyword research, content creation, or streamlining coding. Specific tasks can play to employee strengths, such as coding or writing, which provides great variety and many opportunities to try out different things.

Many beginning SEO specialists start out with a bachelor’s degree, although it is easier to rise through the ranks with a master’s. Across the U.S., the average starting pay is in the range of $45,000 annually, with more experienced professionals sitting somewhere around the $65,000 annual mark. Senior marketing managers for successful firms may crack $100,000 annually.

SEO is a powerful, and often essential, tool for successful online marketing campaigns. Businesses that utilize SEO are likely to gain a greater percentage of the market share because their companies rank higher up in search engines and consumers are more familiar with the brand. Numerous tools and clever employees make SEO a successful enterprise for businesses.