It’s a fact that majority of purchases (online and offline) start with a search engine. Think about it. What do you do before you buy a car or a watch? The chances are that you are first going to jump onto Google to have a closer look at the specs of the specific item. After that you might start to compare the one you want against others that are just as popular. How do products get popular? They have phenomenal search engine rankings.

People might be looking for similar products to your competitors and by ensuring that your website is indexed by Google (and other search engines), and that you have decent search engine rankings, you tap into this free opportunity as there is no cost to your business if someone clicks through to your website organically.  If you are selling a specific product or service, then this is most probably the most valuable opportunity to showcase your brand or product. This is because it is a great way to generate leads for free.

Importance of search engine rankings

More Web Traffic

Keep in mind it doesn’t matter whether you are selling B2C or B2B products or services, by having a website you have the opportunity to clearly articulate what your offering is all about. It also provides you with the chance to explain why your offering is better than other competitors on the market.

The more keywords you rank for within search engines, and the higher those keywords rank on the specific platform, the higher the chances of you driving more organic (free) traffic to your website. The result is more people learning about your business, product and services free of charge.

More Leads

Not everyone who visits your site might want to enquire to find out more about your products or services. However, it becomes a numbers game. The more traffic you drive the more leads you will be able to generate.

Now, a lead doesn’t mean the same thing to everyone. But to keep things simple, the point we are trying to make is that by driving more organic traffic, you are inevitably going to have more people enquiring about your offerings.

More Sales

Let’s be honest. Who doesn’t want more sales? As mentioned above, it becomes a numbers game. However, in essence, the more leads you capture the more sales you will be able to generate. This means that a part of your revenue comes from a channel that is not costing you much, if anything at all.

So Why Care About Your Search Engine Rankings?

Thing about it like this. If you did a flyer drop as a marketing initiative, and your sales went up 30% because of the campaign, wouldn’t it make sense to do it again in order to drive even more sales?

Now, if you are generating any sales from organic traffic, wouldn’t it make sense to see how you can improve your rankings even more?

As you can see, your website rankings are not just something arbitrary. Increasing your organic ranking is just another marketing initiative, however – unlike a flyer drop – the effects last a lot longer not to mention it’s actually something that can help you improve your bottom line.

Search Engine Optimisation

The process allowing your site to be indexed by search engines, like Google and Bing, and improving your organic search engine rankings is called search engine optimisation (SEO).

Get in touch with the Digital School of Marketing

Make sure to have a peek at our SEO Course if you are interested in learning more about SEO and some of the tactics to help you improve your rankings. Our SEO certificate will teach you what it takes for your website to reach the number one spot on search engine results pages in addition to other must-know principles about SEO. Learn more here.