6 Benefits of Search Engine Optimization (SEO) in Kenya
Outbound marketing is the traditional marketing approach where the business starts the conversation by sending its product message to the audience. It involves the use of traditional advertising channels such as radio ads, TV commercials, newspaper ads, catalogs, flyers, magazine ads, outbound sales calls and tradeshows. Inbound marketing on the other hand is where the customers find your business when they need your services. Unlike outbound marketing, here the customers initiate the conversation looking up a topic then you as a business can insert yourself into the conversation. They include blogging, Content Marketing, Opt-in Email Marketing and Search Engine optimization. The bottom line of inbound marketing is to create web pages or Ads that will show up whenever someone looks for something related to your business, increasing your visibility.
Let’s make it more practical. Consider the last time you bought something whether online or from a store. Where was the first place you went? Did you watch the Ads on Television? Look for billboards? Attend trade shows? Check for the magazine Ads? Look up the product online? Most likely, you search online first, so did your customers. The Kenyan ecommerce space is fast growing as many are embracing online shopping. However, a significant percentage still prefers visiting a local store. Studies indicate that 81% of buyers prefer searching and comparing products and services online before purchasing it locally. Therefore, having an online presence can go a long way in complementing your offline marketing efforts. Particularly, ranking on the first page of search engines is critical for attracting buyers from the online space. Here are some of the advantages of SEO to your business.
1. Higher rates of conversion
Research indicates that inbound marketing has higher conversion rate compared to outbound marketing leads. People are likely to buy from a business they seek themselves than the ones attracting them through outbound marketing. Inbound marketing makes it easier for customer to find exactly the product they are seeking. Good SEO allows your business show up in the search results thus increasing your chances of being found by potential client. Searchers attracted by a blog on your website providing relevant information about what they are looking for are more likely to convert into buyers.
2. Increased Traffic
According to a study done by chitika, the first Google search result page attracts about 92% of the total traffic. Breaking down the result, the first, second and third positions attract 32.5%, 17.6%, and 11.4% respectively. Therefore, ranking in such positions can generate a significant traffic for your website. This translates directly to your business value especially if you engage in online marketing through display ads like the Google AdSense program. Search Engine Optimization (SEO) also ensures that your website has keyword relevant and informative title tags as well as Meta descriptions that appear on the result page. Take for example the search result listing for our website. The title gives informative information about our company. Similarly the Meta description gives an effective introduction into our services. Having such an optimized Meta description and tags helps boost your Click Through Rate (CTR) (the rate at which people click the hyperlink to your web page) which in turn increases your web traffic.
3. Boosting Brand Awareness
Ranking top in search results definitely improves your visibility and exposure. It boosts your reputation and trust with customer since most top ranking sites on search engines are generally considered trust worthy compared to those falling in the other pages. The higher you rank on the result pages the more searchers engage with your brand and content hence the more they associate with your brand.
4. SEO is an Easy to Implement Inbound Technique
We are not saying that SEO is more effective than other inbound techniques such as email and social media marketing. However, unlike SEO these techniques require a certain degree of continual effort. Although they are equally effective methods of generating leads you have to continually create new content to your audience in order to remain at the top of their minds. However, with SEO you just have to optimize your website once and watch it climb the rankings by itself. Optimization may take less than 5 months but once performed you just sit back and relax as it climb the ladder to the top position. Of course there are a number of factors determining the magnitude and speed with which it gets to the top position. This includes the quality of content you are putting out, the usability of your website, and the competitiveness of the target keywords.
5. SEO is More Cost Effective
We cannot overlook the cost effectiveness of inbound marketing strategies and SEO is one of them. Unlike outbound marketing strategies, inbound marketing targets people who are actively searching for your services online. The inbound nature of SEO makes it affordable compared to outbound methods like billboards or newspaper ads. Using billboards may be the best strategy to create brand awareness but studies shows that leads generated through SEO are 61% less cheaper than those generated through billboards. Moreover, SEO generates more qualified traffic compared to the outbound marketing strategies since it mainly targets those people searching for your products thus making it cost-saving.
6. Increased ROI
SEO allows you to track and measure results of your marketing efforts. A competent SEO agency is capable of tracking every aspect of the marketing strategy including traffic, top keywords and pages, sources of traffic, increase in ranking, and the conversions. You can also access comprehensive analytics that enable you analyze the fine details of your website traffic such as the demographic information as well as the engagement metrics of your visitors. SEO can also enable ecommerce companies drill down to the paths taken by user to make a purchase. They can be able to track buyers from the keywords typed before making purchases. On the other hand non-Ecommerce companies can measure quality of SEO by the number of people who actually filled the form or booked for an appointment. Therefore, whether an ecommerce or non-ecommerce you are able to track and quantify results of SEO marketing efforts.