We’ll start things off with a little baseline knowledge.
Without needing to go on a long tangent about the inner workings of the Google algorithm, we’ll give a quick overview/refresher of SEO and the SERP (search engine results page).
SEO, aka: search engine optimization, is a collection of techniques and tactics used to rank higher on search engines. Search engines have a specific list of attributes that they look for on your site. Based on how they size your site up, they will rank you on the search engine results page (SERP) accordingly. SEO helps your site climb the proverbial ladder of the SERP to hopefully, one day, earn a coveted place on the first page.
This takes time, some dedication, and a bit of trial and error.
There are a lot of reasons why you want to make it big on the SERP.
Organic traffic (aka: people finding and clicking into your site from a google search) has a much higher conversion rate than its outbound (i.e. email, print advertising) counterparts; we’re talking 14.6% vs 1.7%
Now, we’re not mathematical wizards, but if given the option between the two strategies, we’re inclined to go for the organic traffic strategy. That’s not to say outbound marketing doesn’t have a place in your overarching strategy – there’s definitely merit there. However, when it comes to the hard, cold facts, it’s pretty undeniable that investing in inbound marketing offers some huge advantages.