You’ve probably heard the term “SEO” thrown around in digital marketing circles. But what does it really mean for your business? And more importantly, is it worth the investment? Let’s dive in.

What is SEO?

There are over 50 billion websites on Google. When you search for something, like “men’s shoes,” how does Google decide which websites to show you first?

The answer is algorithms and ranking factors.

Search engines like Google use complex rules (algorithms) to determine which websites are most relevant to your search. These algorithms consider factors like your location and the website’s trustworthiness.

Source: SEMrush

SEO (Search Engine Optimization) is the process of improving your website’s ranking on search engine results pages (SERPs) so that when people search for products or services related to your business, your website ranks higher in those search results.

Why Does SEO Matter?

Think of SEO as your silent salesperson 

Every day, Google users conduct over a billion searches for information and products. Imagine if you could attract just a small fraction of those searches to your business or your client’s business. That would open up a lot of possibilities.

• Increased Visibility: A higher search engine ranking means more people will find your business.
• Higher Conversion Rates: Visitors who find your website through organic search are more likely to convert into customers.
• Long-Term ROI: Unlike paid advertising, SEO is a long-term investment that continues to yield results over time without any need for ads. You just get customers coming in and calling without spending a dime.
• Cost-Effective: While SEO requires time and effort, it’s generally more cost-effective than paid advertising in the long run.

How Does SEO Work?

Google uses relatively complex processes, known as “algorithms,” to rank pages. 

These algorithms take into account over 200 factors to decide where a specific page should rank.

You don’t need to know how all 200 factors work. (Actually, nobody does with 100% certainty.) 

However, knowing the basics can help you better understand how SEO works and what it takes to optimize your pages to rank in Google.

SEO can be divided into these components:

• Keyword Research: Identifying relevant keywords and phrases that your target audience is searching for.
• On-Page Optimization: Optimizing your website’s content, structure, and HTML to improve search engine rankings.   
• Off-Page Optimization: Building high-quality backlinks(authority) to your website from other reputable websites.
• Technical SEO: Ensuring your website is technically sound and accessible to search engines.

These elements work together to make your website relevant to searchers.

Discover How SEO Can Transform Your Business – Start Now!

Why is relevance important?

Google’s primary goal is to provide users with relevant search results. 

This means more than just showing pages about spotify when someone searches for “music streaming platform” It’s about understanding the user’s intent behind the search.

There are four main types of search intent:

• Navigational: Finding a specific website (e.g., “spotify login”)
• Informational: Seeking information (e.g., “what is spotify”)
• Commercial: Exploring products or services (e.g., “spotify review”)
• Transactional: Ready to buy or take action (e.g., “spotify premium”)

Choose your Path: SEO Vs PPC

Source: Spider AF

Do you want an instant influx of 5,000 customers clicking on your website, with 50 making a purchase? Or would you prefer to wait nine months and build a steady system that delivers 50+ purchases per month?

There’s no right or wrong answer. The best choice depends on your business goals and needs. 

The digital marketing landscape offers two primary avenues to attract customers: Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising.

PPC advertising which delivers immediate results and SEO which is a strategic investment in your website’s long-term visibility.

However, while both options have their merits, building a sustainable customer base through SEO is a long-term strategy that every business should consider.

So is SEO Worth It?

Absolutely! 

SEO is a cornerstone of any successful digital marketing strategy. While it may take time to see significant results, the long-term benefits are undeniable. By investing in SEO, you’re investing in the growth and sustainability of your business

One company that has benefited significantly from SEO is Stripe. They’ve managed to surpass competitors in search engine rankings, generating over 2 million organic visitors per month. This level of organic traffic would typically require millions of dollars in advertising spend

Where to Start?

Wild Fusion, an internationally licensed digital marketing training centre based in Nigeria, is organizing an SEO training program. This event will feature SEO experts who will share practical steps to improve your business’s SEO and online visibility.