In 2011, the terms “content marketing” and “content strategy” appeared in job listings only very rarely. Today, the percentage of available jobs in this industry is up 48 percent from last year, and the projected job growth in content marketing is optimistic.
A decade ago, computer nerds in the heart of Silicon Valley quietly worked alongside large-scale corporations to ensure their eloquent copy read organically and boosted their websites to the front page of Google. Search engine optimization (SEO) has been perfected by adept data analysts, content writers, and marketers.
If you recently searched for a specific product and found a cheap alternative within seconds, you already know that SEO works. Here are some of the less obvious benefits.
Narrow focus
Every day, there are over 3.5 billion Google searches. Those who remember the early days of search engines will recall a metaphorical Wild West full of scattered content, unrelated search results, and limited offerings. Googling something hyper-specific was a frustrating and confusing process that could lead you down multiple rabbit holes.
Even just five years ago, the state of search engine optimization was fairly abysmal. In response to consumer trends and an increase in e-commerce, content analysts have perfected the art of SEO, ensuring a more sophisticated experience every time you make a Google search.
Now, SEO eliminates irrelevant content and provides you with personalized results based on your local area and niche. The ability to decrease unnecessary, overwhelming clutter puts you one step ahead of your competitors.
Authenticity
Today, SEO is the norm. It’s used by everyone from dentists to Instagram boutiques, and while some are better at it than others, the goal is to reach a wide audience without making it obvious they’re using optimization techniques.
Consider the most successful enterprises in your industry. They’re likely using highly trailed copywriters or content writing agencies to weave their SEO-boosting keywords into their website copy, but if the job is done well, you won’t even notice. The inclusion of organic keywords, as opposed to pay-per-click (PPC) ads, makes for a tailored browsing experience for the customer.
If you hope to achieve the same success with your business, it’s worth hiring a content strategist. There are also dedicated SEO companies like LinkGraph which can be helpful.
Brand credibility and awareness
Ranking significantly high in search results can immediately boost credibility with your customers, even if you’re just starting out.
The psychology behind this is fairly simple: your prospective buyer quickly forms an association with your business name and logo, assuming you are one of the major players in your industry. If you rank low, they might instead believe that your budget is low or that you don’t take your business seriously.
Whether you’re a new business or an established one who previously relied on word of mouth, there are no real downsides to having a strong internet presence. Even those who shy away from social media can expect to see an influx of new customers if they take the time to invest in SEO for their webpage.
Higher rate of leads
Inbound strategies, including SEO and content marketing via social media, are often the primary source of leads for businesses who took the time to invest in analytics.
Although lead generation occurs behind the scenes, and you might not review your website’s backlinks on a regular basis, its importance cannot be overstated. It might not occur to you to check where your leads are coming from, but having this knowledge in your back pocket can help you strategize and market to your niche with more efficiency and creativity.
Authority
Have you considered how much more traffic you could get if your website backlinks to high-profile, authoritative publications? With sophisticated SEO campaigns helping you boost your leads, you will inevitably see more traffic and establish yourself as a credible, authoritative brand.
While local businesses tend to prefer targeted, niche SEO practices, large-scale off-site link building pushes enable businesses with a wider reach to gain the attention of the global market and receive traffic from all over the world.
