Search Engine Optimization, or SEO, is a key component of online marketing. It helps make a website visible when people search for things online. SEO strategies aspire to attract organic traffic, making it an important element for businesses looking to gain an online edge.
However, the landscape of SEO embodies a dual-edged sword. On one side, it offers the potential for significant benefits in the form of –
- Increased visibility
- Higher traffic volumes
- Improved user engagement
- Increased sales and leads with minimal cost
The other side of the sword presents challenges like the complexity of ever-changing search engine algorithms and the absence of guaranteed results. SEO is a marketing strategy that balances rewards with considerable effort and uncertainty. This nature of SEO makes it necessary for businesses to understand its advantages and potential cons for digital marketing.
Advantages or Pros of SEO
1. Increased Website Traffic
The primary benefit of search engine optimization (SEO) is that it helps increase website traffic. In the process, it increases the organic visibility. High organic search results drive traffic to the website 24/7 without any direct cost, and online paid advertising stops traffic the moment we stop funding it. Let’s have a look at some of the top factors that help in boosting the website’s visibility –
Targeted Reach
SEO helps drive traffic from search engines to users searching for products and services. One has to optimize for a particular keyword related to business to attract an audience who are likely to convert. Per a study conducted by conductor.com, the retail industry gets 32% of overall traffic from organic search. [Source]. As per a study by BrightEdge, organic search drives 53% of website traffic. [Source PDF]. The study was done in 2019, but today’s data holds good.
High ROI
Investments done in SEO bring a higher return on investment (ROI) in the long run compared to paid advertising. It brings a large volume of traffic 24/7 without the need for continuous financial input. As per a study done in 2018 by searchenginejournal.com, users rated organic search as the biggest driver of ROI by 49%. The other channels like paid search, social media and email had 19%, 18%, and 14%, respectively [Source].
Improved Click-Through Rates (CTR)
Websites that rank on the first page of search engine results pages (SERPs) have high click-through rates. Enjoy significantly higher click-through rates. The stats were published recently by Brian Dean at Backlinko, where he mentioned the CTR to be close to 39.8% [Source]. However, I feel it depends on the industry the website is in. I have seen a CTR of 10% for highly competitive health clinics where you have 4 Google ads above the organic results for all possible combinations of converting keywords. However, the data from Backlinko shows the importance of high search rankings for better CTR and, finally, traffic.
Sustainable Traffic
Traffic from SEO is consistent and sustainable, whereas paid traffic fluctuates based on your advertising budget. Google suggests that creating high-quality content and following best SEO practices constantly increase website traffic. [Source]
Competitive Advantage
To increase visibility and market share, one must try to rank high for search terms that target customers are searching for. Users trust organic search results more than advertisements, and advertisements can be brought, but organic results are earned by consistent and years of hard work. A good SEO helps implement effective SEO tactics that set a business apart from competitors and position it as an industry leader.
2. Cost-Effectiveness
One of the primary reasons that makes Search Engine Optimization (SEO) stand out is its cost-effectiveness. This makes it an essential component of any digital marketing strategy. Let’s have a closer look at what makes SEO more cost-efficient in driving traffic to the website:
Long-Term Value
Once a website ranks high in search results, it continues to attract traffic without the ongoing costs, unlike other paid marketing mediums. It doesn’t mean that it will rank high forever. One needs to work on the website constantly and keep it updated and relevant to attract natural backlinks. As per the old whiteboard Friday video at Moz done by Danny Dover, SEO efforts have a lasting impact. The high-ranking pages often remain on the top of search results for extended periods till someone does better content than your website [Source]. The key here is to keep improving your key traffic driver pages. This is no fill it, shut it, and forget about it type of work.
Lower Cost Per Acquisition
The cost per acquisition (CPA) for SEO is lower than that of paid advertising channels, as proven by multiple studies. SEO targets users searching for your product or service, leading to higher conversion rates. As per the latest 2024 Hubspot report, 29% of marketers rate SEO as the #1 channel they focus on [Source]. As per another Hubspot study, the inbound leads generated by SEO cost 61% less on average than outbound leads generated by traditional advertising.
Increased Click-Through Rate (CTR)
Organic search results have higher trust and CTRs than paid ads (conditions apply). Many people associated with tech industries who spend much time in front of PCs tend to be ignorignored than others. This phenomenon has given rise to influencer marketing in recent times. Regarding SEO, these users are likelier to click on organic listings as they perceive them as more credible. A study by Search Engine Watch found that organic results are 8.5x more likely to be clicked on than paid search results [Source].
Cost Savings Over Time
With paid advertising, costs increase as competition for keywords increases. When it comes to SEO, once a website establishes a solid SEO foundation, maintaining and improving the rankings are less costly. Effective SEO reduces the cost and dependence on paid traffic.
Better ROI Measurement
Using analytics tools like Google Analytics, one can accurately track and measure return on investment (ROI) for SEO. This lets businesses see how their SEO efforts translate into traffic, conversions, and sales. Webfx has an extensive article on how one could measure the ROI for SEO efforts.
3. Improved User Experience
One of the top overlooked but crucial advantages of Search Engine Optimization (SEO) is its role in enhancing user experience (UX). Google prioritizes user experience as a key ranking factor – “Google’s core ranking systems look to reward content that provides a good page experience.” [Source]
Here’s how SEO directly contributes to improved UX:
Optimized Page Loading Speed
One of the primary practices in tech SEO is optimizing website loading times. Google considers page speed a ranking factor. In July 2018, Google announced page speed as a ranking factor for mobile searches. Faster websites provide a better user experience by reducing bounce rates and increasing engagement. As per Google, as page load time goes beyond 3 seconds, more than half of visits are abandoned. Enhancing site speed is not only crucial for SEO but also for maintaining user satisfaction.
Mobile-Friendliness
With the increasing popularity of mobile browsing(more than 90% of users are from mobile), SEO emphasizes the importance of mobile-friendly website design. Google’s Mobile-First Indexing prioritizes mobile-optimized sites in search results. A mobile-responsive website offers a better user experience, longer visit durations and higher conversion rates. The importance of mobile optimization in SEO and user experience is given in detail here at Google’s guidelines on mobile site and mobile-first indexing best practices.
Intuitive Site Structure and Navigation
While doing a technical audit of the website, one of the primary factors considered is logical site structure and easy navigation of the website. These factors are important to help users find the information they need quickly and efficiently. A well-structured website ranks better in search engines and allows users to navigate the site easily. It enhances satisfaction and conversion rates. One can refer to the Nielsen Norman Group article Information Architecture: Study Guide, where Page Laubheimer discusses the impact of intuitive navigation on user experience and website usability.
Quality and Relevant Content
High-quality, relevant content that meets your audience’s needs and interests is a good SEO requirement. It boosts search rankings and ensures that visitors find value in the website. Good content encourages users to stay longer and engage more deeply. Content Marketing Institute has a detailed article that could be referred to for further studies on the correlation between content relevance, user engagement, and SEO.
Enhanced User Trust
Websites that rank high in search results are considered trustworthy and credible by users. A business can optimize its website for SEO to increase its perceived trustworthiness. The enhanced trust leads to higher conversion rates and customer loyalty over time. Search Engine Journal explores how SEO can build trust with your audience.
4. Long-Term Marketing Strategy
SEO is crucial for long-term digital marketing strategies for sustainable growth and lasting value. The benefits of SEO accumulate over time, laying a strong foundation for continuous organic growth. Here’s why SEO is a crucial long-term marketing strategy:
Compound Growth in Traffic and Authority
SEO efforts around content creation and link building compound over time. Each blog article or piece of content that ranks contributes to the overall site’s authority. This leads to a significant increase in traffic and higher rankings for new content. As per Ahrefs, top-ranking pages and number 1 rank page on an average is 3 years old, which shows the lasting impact of SEO.
Adaptability to Market Changes
The digital space is continuously evolving. Search engine algorithms(primarily Google) and user behaviours change regularly. SEO’s long-term approach allows businesses to adapt to these changes and ensures their online presence remains strong regardless of market dynamics.
Enhanced User Trust and Brand Reputation
High search engine rankings bring credibility to the business and build trust for the brand. The reputation built over time is invaluable and is difficult to build through short-term strategies. Do not believe a marketing agency that says they can bring in a 10x increase in organic ranking in 3-6 months, as that is not sustainable. The Nielsen Global Online Consumer Survey found that 70% trust brand websites and organic search rankings over advertisements. [Source]
5. Better Insights into Customer Behavior
SEO tools and analytics help understand customer search behaviour and preferences. The data from market research give insights into customer search behaviour and preferences. The approach helps create strategies that help boost sales with a thorough understanding of customer needs.
Personalizing Marketing Strategies
Personalized marketing is the talk of the town in 2024 and has become more crucial than ever. By using customer behaviour data, businesses can tailor their marketing efforts to meet their customers’ specific needs, desires, and expectations. This strategy improves customer engagement and impacts sales growth.
Improving the Customer Journey
By leveraging SEO and customer insights, SEOs identify gaps in the customer journey and make necessary adjustments to enhance the overall customer experience (CX). The steps for this involves –
Identify what works best and where improvements are needed, which leads to a smoother customer journey.
Tools and Techniques
- Click-Through Rate (CTR): CTR helps businesses understand how people click on their links after discovering them in search results. The metric is important in evaluating the effectiveness of titles and descriptions in attracting user’s attention [Source].
- Bounce Rate: Bounce rate helps to determine how many visitors leave the site without any interaction. A high bounce rate indicates the site’s content or layout is not meeting user expectations [Source].
- Average Session Duration: It provides insights into how long users stay on a site. It helps to assess the quality and relevance of the content [Source].
Disadvantages or Cons of SEO
1. Time-Consuming Process
The “Time-Consuming Process” is one of the primary considerations for businesses looking to enhance their online visibility through organic search. The results do not come overnight or, in fact, in a few weeks. They require a strategic and ongoing commitment. We will discuss some primary reasons SEO is a long-term game.
Understanding the SEO Timeline
- Initial Research and Analysis: SEO starts with market research. It includes keyword research, competitor analysis, and understanding the audience’s search intent. These steps take several weeks to months and depend on the complexity of the industry and the depth of analysis required.
- On-Page Optimization: Implementing changes based on initial research, including optimizing meta tags, improving site structure, and creating relevant content, takes another 1-2 months. These changes require proper planning and execution to align with SEO best practices.
- Off-Page Optimization: Building a backlink profile and establishing domain authority through off-page Optimization like guest posts, social media engagement, and influencer collaborations is a slow process. It requires consistent effort over months to years.
Why SEO Takes Time
Realistic Expectations and Milestones
- 4-6 Months: Initial signs of ranking improvements and increased organic traffic can be seen in this period. However, significant growth may still be on the horizon.
- 6-12 Months: The continued effort will bring substantial increases in rankings, traffic, and conversion, or sales will start showing up.
- 1+ Years: By this time, one can see a strong online presence, with consistent traffic growth and ranking stability. It’s also a period for refining strategies based on what has been most effective.
2. Complexity and Ever-Changing Algorithms
Ever-changing Google algorithms in SEO present a significant challenge for businesses and marketers alike. The dynamic nature of search engine algorithms governs SEO strategies, which must be adaptable and constantly revised based on what Google thinks is right. However, suppose marketers focus on providing a good user experience and making websites for users. In that case, they might not have to worry about algo updates, but that will be another blog topic. In this section, we will explore the intricacies of algorithm changes –
Understanding Algorithm Complexity
- Nature of Changes: Google continually update their algorithms to improve user experience by delivering high-quality search results. These updates range from minor adjustments that influence rankings in a small way to major algorithm overhauls that disrupt existing SEO strategies, like the latest Google March 2024 core update. In this update, Google is trying to take on spammy, low-quality content on Search.
- Impact on Strategies: Frequent updates keeps marketers on their toes. The strategies that were effective yesterday might not yield the same results today. This constant flux makes SEO a field where ongoing education and adaptation are crucial.
- Keeping Up with Updates: SEO professionals should keep themselves informed about the latest algorithm changes and understand their implications. Websites like Google’s Webmaster Blog, Search Engine Journal, Moz, etc. are invaluable resources for keeping up to date with these changes.
The Challenge of Algorithm Updates
- Predictability and Transparency: Major updates are announced by search engines, but many small to medium changes are made without notice. This leaves marketers in the dark about changes in search rankings and traffic patterns.
- Adaptation Time: It can take time for businesses to adapt their SEO strategies after a major update. The adjustment period temporarily declines search rankings and organic traffic, affecting sales and leads. Businesses have to fall back on paid advertising, which costs and affects the top line.
- Resource Allocation: Keeping the website up to date with every algorithm change requires investment in terms of time and resources. Every business thatrelying on organic search for traffic has to allocate these resources to ensure their SEO efforts remain effective and sustainable.
3. Results are not guaranteed
The unpredictability of SEO outcomes poses a significant challenge, and one could hear the phrase from SEOs, “No Guaranteed Results.” This is all because of the dynamic nature of search engine algorithms and the competitive landscapes. Let’s look at some of the reasons why SEO is unpredictable and strategies to navigate this uncertainty.
The Unpredictability of SEO Efforts
- Competitive Landscapes: Millions of websites try for the top spots in search engine results pages (SERPs). Even with the best SEO strategy, the actions of competitors influence the website’s ranking. An improved SEO effort from the competitor might displace your previously high-ranking pages.
- Evolution of Search Intent: Users’ search behaviors and preferences evolve over time. Trends, technological advancements, and changes in consumer behaviour primarily influence search intent behaviour, affecting your SEO strategy’s relevance and effectiveness. However, this effect could be mitigated with continuous analysis and adjustment to align with current search intent.
- Algorithm Changes: The algorithm updates alter which pages rank higher in search results. This happens with the best SEOs, and no one can predict the outcome, making it difficult for businesses to maintain consistent visibility. For example, BERT update aimed to better understand natural language in search queries impacted 10% of all search queries.
