As businesses look for ways to increase revenue and save costs, SEO (search engine optimisation) strategy is something business owners may see as a valuable investment.
According to BrightEdge, in 2023, 68% of online experiences begin with a search engine. In addition, 60% of marketers say that inbound (SEO, blog content, etc.) is their highest quality source of leads, with SEO leads holding a 14.6% closure rate (via HubSpot).
Bruno Hebling is an SEO specialist and tutor with the New Zealand Institute of Education on how SEO can benefit businesses. He suggests businesses should initially invest in both Google ads and SEO strategies. They can then spend less on ads, over time, as SEO begins to work in directing online enquiry traffic their way.
According to Hebling, SEO is a valuable investment because it can bring website traffic, generate new customers, and drive sales.
SEO can drive sales to a company by targeting different queries and areas of sales. Hebling suggests that businesses should invest in informational keywords first, which generate traction around a specific topic and generate more customers when they are ready to buy a related product.
He explains, “Firstly, companies should invest in informational keywords. That means customers land on your page when they try to find some information. Then later, when that customer is ready to buy the product, they might think of you as the leading source of information and purchase from you.”
Businesses can also invest in transactional keywords that are focused on specific products but are harder to rank.
“My recommendation would be to focus on informational keywords first. You can get a lot of traction around a specific topic, and you're going to generate more customers along the way when they are ready to buy a related product."
A common misconception is that SEO works quickly, which can be frustrating for businesses that don’t see results in the short term.
“It takes way more than three months for SEO to start giving you any results,” says Hebling. “So, you have to be aware that it will take some time.
While SEO requires planning and strategy, Hebling says companies can save money in the long term. “SEO is a long-term strategy, not a short-term strategy. With these skills, businesses can improve online visibility and achieve marketing goals.”
