In today’s digital world, you could be forgiven for thinking that marketing is all about Instagram, Facebook and LinkedIn… so is Google still relevant?
Is it still important to focus on and invest in search engine optimisation to drive your business website up to the top of Google?
Absolutely! SEO is still the best way to grow a serious business online.
In our business of building websites, storytelling and driving businesses up Google’s ranking, it’s essential to be forward thinking. We have to ask ourselves if websites are going to go away or if Google is going to disappear.
We don’t think so…
When Brilliant Digital Founder Deb Croucher built her first website for her veterinary practice, she knew right away that Google was big.
She could see the phenomenal potential for this service that could find and organise the world’s data.
And that’s still the same today. Despite competition from Bing, Yahoo and even Facebook, Google is still the go-to search engine with the widest reach globally. When people look for a service, product or information, they put their trust in Google.
When we look at the landscape of our business, we can’t see a change to that any time soon. It’s part of the vernacular – people looking for a business or information Google it.
Sure, there are changes in technology with voice proving strong in the last couple of years. But websites are still here, they’re not going away. And Google moves with the times; they listen to customer feedback and adapt and innovate.
So what makes sense is to focus your efforts on optimising your website content and coding. That’s how you will move your business up the rankings in Google. That’s how you will grow your business.
You own your website and all the content on it. No one can advertise around it. No one can comment on it unless you let them.
Social media platforms can be a risk to your business – they are rented space and you are at your landlord’s mercy.
They can do anything – you have no control over the ads and comments around your content. And you can’t stop people from scrolling past you in their newsfeed.
Facebook can even take your business page down without warning… if you were relying on it for your digital marketing, you could find yourself instantly invisible to your prospects.
Your website is where you have control… it’s your brand, it’s your domain. You can manage it in any way you choose.
Social platforms change with the times. Remember when there was no Facebook? Well, Facebook is already waning with the younger generations. They’ve headed over to Instagram and Snapchat.
Those platforms will come and go and you will never have any control over your content on them. But your website is your permanent information hub. It is the gateway to your business for the majority of your prospects.
You can keep it up to date and fresh. You have worked hard to optimise the content. And that’s the key to SEO success.
The other option businesses have is paid advertising, and yes, that is part of the digital marketing mix we use at Brilliant Digital.
But you can’t do that forever. It’s not a long-term strategy for any business.
Advertising gets more expensive and the marketplace is increasingly crowded. When your traffic stops coming, it’s not cost effective to keep churning out large volumes of ads.
Facebook is getting more competitive too but often ends up sending you the wrong type of traffic.
Time wasting leads are no good to you. You want educated, qualified leads that trusted, organic traffic can deliver.
Google Analytics is a fantastic, freely available tool that shows you exactly how your website is performing and where and when the traffic is coming from.
From our years of studying that data, it shows that the very best traffic is from Google organic search – the free search engine listings on Google. This is the traffic that stays on your website… and that will convert to sales more often.
This is because this type of prospect arrives at your website with a positive mindset, delivered by your lofty position at the top of Google’s rankings.
And the great thing is that once you’ve built your platform full of great content that draws Google search in, the traffic is free. And it just keeps on growing.
Businesses that have been clients of ours for 10 years, and have invested in SEO content marketing in the early days, are in good shape. They get ridiculously good volumes of free, trusted traffic from Google that goes to their website and sees their brand. And a percentage of those people convert to leads and sales. That is priceless.
In our experience, SEO has always been, and continues to be, the key to organic growth for businesses across any industry.
Invest in SEO, and you’re on the path to success.
Get in touch today and take your next step towards digital marketing success