Sean Butler — February 3, 2017 
SEO is one of only two marketing methods a business can use to improve their chances of being found on the first page of Google, Bing, and other search engines. While PPC offers instant visibility for your keywords, coupling this strategy with SEO can improve your chances of driving users to your website and allows you to present users with a better experience overall.
SEO is earned by creating a website that offers high-quality, relevant information for both searchers and search engines and provides users with the best experience possible. Building a site that meets all these criteria doesn’t happen overnight, but the long-term investment is worth it when you think of all the benefits.
Here are five reasons you need to invest in an SEO strategy today:
1. A Good SEO Strategy Can Improve PPC Quality Score
We all know how important Quality Score is for PPC campaigns. But, did you know that Quality Score and the content on your website go hand-in-hand? A good SEO strategy includes creating pages on your website for your products and services and using relevant keywords through your site. By aligning your text ad messages to the content on your website or driving PPC traffic to relevant landing pages (like a page for a specific product or service), you can improve your Quality Score, which can, in turn, reduce your cost per click and improve the performance of your PPC ads.
2. SEO Increases Market Access
The numbers don’t lie. Did you know that more than 70% of searches results in a click for one of the results on the first search engine results page (SERP)? If you’re not investing in an SEO strategy, you could be missing out on this traffic to your website.
3. SEO Can Boost the Effectiveness of Your Other Marketing Efforts
Because of an increased market share in SERPs with SEO, you can boost the effectiveness of your marketing efforts like PPC and retargeting. For example, coupling SEO and search advertising can improve traffic by 50%. Coupling SEO and retargeting can increase brand awareness. You can also use the insights from your SEO strategy to fine-tune your PPC campaigns – if you have keywords that are performing well for your organic search, you can add those to your PPC campaigns and test whether or not performance improves.
4. SEO Can Improve Offline Conversions
Did you know that 50% of all mobile searches are conducted for local businesses looking to visit a store that day? If you’re adhering to a good local SEO strategy, you’ll have consistent listings and business information across the web that includes your business name, hours of operation, address, and phone number – all information that makes it easy for a searcher to visit your location and become a customer.
5. SEO Can Help You Stand Out from Your Competitors
On the first page of a SERP, there are up to six paid positions, three map listings, and 10 organic listings. If you can align your keyword strategy to appear in a paid listing, a map listing, and an organic listing, you’re increasing your likelihood of a site visit and decreasing the likelihood of a searcher clicking to visit your competitors.
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