A good placement and findability within the search engines is becoming increasingly important for companies, which is why entrepreneurs should also know and use the potential of search engine optimization (SEO). Most entrepreneurs are now feeling that, as numerous statistics show: The majority of customers buy products on the Internet these days, or do research online for suitable local service providers. Whether it is to commission a move, to find the cheapest electricity provider, to find the best casino, or to buy the equipment for the said apartment. For every area of life and thus also most market segments there is now a corresponding Internet offer, which is visited by potential customers and “searched” is naturally done using a search engine such as Google.
A pedestrian zone with millions of customers!
Think of the search engine as a global pedestrian zone and your company as a business in it. Every entrepreneur would rather be in the front row with his business than in any side street in order to draw the attention of as many of the passers-by as possible to his business, right? And this is exactly where search engine optimization helps your company because what is the first row in a pedestrian zone is the first page in a search engine and the best places to reach as many potential customers as possible are the first places.
According to statistics from the company Caphyon from 2014, 31.24% of searchers click on the first search result. The second place with 14.04% only receives around half of the clicks, the first result and the other places 3 (9.85%), 4 (6.97%), 5 (5.50%) and 6th place -10 with about 3.73% are clicked on by even fewer searchers. For you, this means that your company should be present as high up as possible for the right search queries in order to reach as many potential customers as possible over the long term.
Why is the search engine the perfect place to pick up potential customers?
In contrast to the pedestrian zone mentioned, the search engine has a very decisive advantage for you as an entrepreneur: The customer tells you what he is looking for and needs right now, at this moment! All you have to do is pick it up! With almost no other medium you can reach your potential customers as precisely as with a search engine. Because other media (such as TV advertising, radio advertising, posters, etc.) always have one big problem in common: As an advertising company, you try to bring your service or product closer to potential customers at a time when the customers may not (yet) have a need for it. In marketing, different cycles of a customer are divided into a so-called customer journey.
Cycles of the customer journey:
Phase 1: Inspiration (awareness of the product or service arises)
Phase 2: Favoring (the interest in the product or service is increased)
Phase 3: Desire (the customer thinks about buying the product)
Phase 4: Initiation (the purchase intention becomes concrete and offers are actively sought)
Phase 5: Implementation (the product is finally bought)
With good search engine optimization and the search queries that users make, you can determine at which point in the customer journey you want to reach the customer. If you are looking for “golf”, for example, you will certainly not have reached that point in the buying process and can also search for either the sport “golf” or a car. However, if you are looking for a “used car golf Bamberg”, it is very likely that you are looking for such a used car in the Bamberg area right now and you are much closer to intending to buy it. Now it is “only” important that you and your company are present in the foremost places as far as possible, and that is exactly what you can achieve with good and long-term search engine optimization.
When should you seek the help of an SEO service provider?
Layout & design
Since an update from Google at the time, which downgraded websites that are not optimized for mobile devices in the mobile search results, it should have become clear to every website operator that nowadays a website should also be sufficiently optimized for users of smartphones and the like. For you as a company, not only from an SEO point of view, it is extremely important that your website has a user-friendly and contemporary layout, which should also be optimized for mobile devices.
Keyword research & segmentation
A detailed keyword research carried out by a specialized SEO service provider goes far beyond what is described above. Points such as precise keyword segmentation and prioritization are extremely important, especially for companies in competitive industries. A long-term strategy and detailed planning are usually essential here.
Technical OnPage optimization
The technical OnPage optimization requires the same extensive knowledge in the field of SEO and in the web development and is therefore usually not perform on their own, so far as one does not have this necessary knowledge. Starting with various strategies of internal linking and pagination, to rich snippets, URL structures, header redirects and optimizing the performance of loading times, there are countless potential optimization measures for which the involvement of an SEO service provider is definitely advisable.
Content optimization
When optimizing the content on your website, it can make sense to use a suitable service provider in competitive markets. Measures such as an optimized structure, the alignment of the content to corresponding keywords, the addition of additional media such as images and videos and the revision of the entire content structure of your website also holds enormous potential.
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