Don’t underestimate the importance and impact of SEO

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Don’t underestimate the importance and impact of SEO

In the digital world, companies are focused on driving more traffic to their websites with the ultimate goal of achieving conversions… conversions, conversions, and more conversions. They aim to accomplish this by securing a good position in search engine results like Google. Amidst the web of keywords, SEO, tags, and the inherent uncertainty of Google’s algorithms, companies often resort to the most straightforward technique: SEA, Search Engine Advertising.

However, the importance of search optimization should not be underestimated. Search Engine Optimization remains a very effective way to generate quality traffic to your website alongside SEA. What many people don’t realize is that an average of 70% of users still click organically via Google. The claim that “SEO is dead; no one clicks organically anymore” is, therefore, incorrect. The advice is to strike a good balance between the two.

Tip: also read our blog post “12 Misconceptions About SEO.”

SEO optimizations improve your quality score and reduce your SEA costs

When optimizing your website for SEO, you often unknowingly improve your quality score (SEA) as well. This is because you make your landing pages more relevant to the keywords you want to rank for, thereby improving the landing page experience.

And this improved landing page experience also happens to influence your quality score. Sounds like a win-win, right?

The higher the quality score, the lower the required budget (cost per click). A commonly used formula in online marketing is Ad Rank = quality score x CPC bid (the maximum amount you’re willing to pay for a click) x ad format.

Use SEO as an alternative for expensive SEA keywords

Some keywords are very expensive to advertise on (SEA). In such cases, you can choose to apply an SEO strategy to these keywords. Be aware, though, that you won’t see immediate results, as SEO is a long-term investment.

Conclusion: by using SEO, you can reduce your daily SEA costs in the long run. In the end, you won’t have to pay for clicks on your ad because you’ll already appear at the top of the search results organically. However, achieving this requires a comprehensive process. Want our help with that? We’d be happy to assist you—just let us know.

A long-term investment

Search optimization doesn’t deliver instant results, but it is a long-term investment. It’s a continuous process of optimization. Persistence pays off: in the long term, SEO ensures a high and sustainable position in organic search results.

Combining SEO and SEA (short-term results) is a solid approach to ranking at the top of the results list for specific relevant keywords both now and in the future. You can even decide to gradually scale back SEA in favor of SEO.

Want to learn more about SEO? Or would you prefer to secure a spot at the top of the search results right away? Discover our performance audit. Our marketers will analyze your current results and provide targeted advice on how to drive more organic traffic to your website.