# Lower Your Cost Base: Justified Reasons Why Your Organisation Should Invest In Search Engine Optimisation
Unlike advertisements the affects of SEO are permanent. They don’t suddenly stop if you stop paying for them. Of course you will need a little upkeep to maintain that top 1st spot ranking, but if you can get that top spot chances are it will be quite difficult for it to get taken away. SEO maps out the buyer journey and strengthens the control you have over the customer’s buying cycle. SEO helps target a specific demographic and bring in quality traffic to your site while not being intrusive or annoying like TV ads or telemarketing, for instance. SEO is very customer-centric and can help you target a specific section of people online.
![SEO Specialists](https://gazhall.com/images/marketing/ideal-customer-large.jpg)
## Get Your Technical SEO In Order
A faster loading speed time means higher conversion and lower bounce rates. No SEO optimization exists in a vacuum, and technical SEO is just one part of running a successful SEO campaign. Speed issues vary significantly from site-to-site, from CMS type and third-party scripts to image sizes, and require a collaborative, holistic effort to resolve. Google is clear about the fact that having a responsive site is considered a very significant ranking signal by its algorithms. And, with the introduction of Google's ‘mobile first' approach to indexing content, a responsive website is now more important than ever. If you are looking for a [SEO Consultant](https://gazhall.com) to help you with your Google rankings, then a simple Google search should suffice.
## Rank Your Content
Choose and focus on writing topics that can target multiple keywords. This will ensure that your content can consistently drive traffic through search. The highest ranking content also tends to be the most popular content. Yes, that means links. But there are other signs of authority that Google monitors: the overall strength of your brand online, mentions of your brand/content on major and niche publications, and even co-citations (the number of times your brand is mentioned on websites near your important keywords). Content creation is the process of compiling knowledge and sharing it with your audience, typically in a written or visual format. This material allows you to present yourself as an authority in your field, which ultimately leads to people trusting your business and choosing you. Content is the single most important thing on your website, period. With a [SEO Agency](https://gazhall.com/seo-agency.html) ensuring the success of your online marketing program, you can focus your attention back on running your business.
## The Importance Of A Competitor Analysis
ou need competition to take your business to another level. When you crack your competitors’ SEO strategies, you can understand how to outsmart them. Read what your competitors have published on their blogs. Do they have good-quality SEO content? Are they using long-form content? Do they only focus on product pages? An SEO competitor analysis will provide answers to all these crucial questions. If you don’t know who your competitors are by now, there are a couple free tools out there you can use to find out who they are. The easiest way is to search in Google or Bing on the keywords that best describe your product or service offering. If you search for any given keyword on Google, you will often find that the top 10 results have been optimized with rich snippet elements. There’s a good chance your competitors have already implemented it – have you? The range of services of a [York SEO Agency](https://gazhall.com/seo-york.html) includes both off-page and on-page SEO optimization.
## Researching Keyword Phrases
If you are running a business or you are trying to sell anything online, you want to choose keywords and search phrases that have commercial value. Ask a real person what they think of when they hear about your business, and the answers will be different. They will come up with loads of subjects and topics that relate to your business, but which keyword tools would never generate. These niche topic areas are where you need to get your keywords from. As keywords and keyword research have evolved over the years, more and more marketers are seeing the importance of adding this most important function to their processes. They may see keyword research more as a tactical rather than a strategic aspect of their campaigns, but they are realizing that it plays an important part in their Internet marketing initiatives. Business owners who are investing in SEO for the first time are often obsessed with rankings for a select number of keywords. While these keywords can often be primary indicators of the success of your overall SEO efforts, you should be cautious about basing your entire digital marketing strategy on them. An experienced [SEO Expert](https://gazhall.com/seo-expert.html) will help you to improve your ranking on the search engine while also not exceeding your budget.
## Compelling SEO Stats
Here are direct insights into just how effective SEO and different SEO strategies can be with a series of SEO stats.
- The average cost of buying a link is $361.44.
- 48% of consumers are using voice for general web searches.
- Video is the #1 form of media used in content strategy, overtaking blogs and infographics.
- Only 5.7% of pages will rank in the top 10 search results within a year of publication.
- 89% of customers begin their buying process with a search engine.
- The average length of a first-page YouTube video is 14 minutes, 50 seconds.
A [London SEO Consultant](https://gazhall.com/seo-consultant-london.html) can spend years learning how to analyse data in order to improve content and help businesses grow.
## Backlinks Help Search Engines Determine Your Relevancy
For Search Engines, backlinks help to determine the page’s importance and value (i.e. authority). Historically, the quantity of backlinks was an indicator of a page’s popularity. Today, due to the way backlinks are evaluated based on different industry-related ranking factors, it is less quantity focused and more about the quality of sites from which the links are coming. Search engines have algorithms that identify spam web pages. The algorithms are based on the link graph. Professional link building involves getting links from highly trusted domains, for instance, university and government websites as well as non-profit organizations. By building backlinks relevant to your business, you are giving your brand authority and recognition within your industry. Companies who know how to use backlinks properly are not going to link to poor quality content or dodgy sites. Many sites want to outrank competitors but are behind them in terms of link counts. They often fail to have active link-building strategies in place and are behind them in link counts. There are many different things a [SEO Specialist](https://gazhall.com/seo-specialist.html) can do for you.
## Reach Mobile Consumers Through A Local SEO Plan
Gaz Hall, on of the UK's leading SEO Consultants, says: Assuming the competitors in your niche are a step ahead of you and are attracting all your potential customers even though the quality of your products or services exceeds theirs, it becomes imperative to be found by the right people at the right time. The idea is to show up on the first page of the local search engine results so that your business is visible to your potential customers. This is where Local SEO becomes a saving grace. Every geographic market you serve is subject to different competitors. Most customers prefer the “near me” option when performing a search on where to buy their products. If you are high in rankings thanks to local SEO, it means that more customers can see your website and products, saving you money that you would have otherwise channeled in other modes of advertising, such as putting ads on newspapers. While general SEO focuses on acquiring high rank in niche-specific queries, local SEO pulls geographical location into the equation. An independent [SEO Consultancy](https://gazhall.com/seo-consultancy.html) has to be comfortable with the given setup of internal and external teams and consider its impact on the overall SEO strategy.
## Find The Right Market For Your SEO Offering
For country targeting, ccTLD is the strongest structure that sends indications to both users and search engines were your targeted audience should be located, despite it not being a ranking factor. Its important to consider the culture and ethics of particular locations. If your business is in the UK and you are selling into the US you could be going home just as the US traffic starts so you will need to consider how you handle customer service from an international perspective. Before you get into international SEO, it’s always a good idea to review some market reports, stats, and even your own website data to help make the decision. Potential clients have to trust the judgment of the [SEO Coverage](https://searchauthority.co.uk/coverage.html) as to how strong the competition is, what site optimization is required, and what opportunities exist.
Never forget that, in the right situations, laws are meant for breaking. Research and planning is important, but too much analysis (and too little action) can paralyze a campaign.
Discover further intel on the topic of SEO Specialists in this [Encyclopedia Britannica](https://www.britannica.com/technology/search-engine) web page.
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