When you’re in need of a new mobile phone, a replacement for your washing machine, a nearby restaurant, or a consultation with a law or auditing firm, what’s the first thing that comes to mind? Google.
Specifically, on the first page of Google search results, you’ve probably seen entries like “best phones (within your price range),” “best washing machines,” “restaurants near me,” and “best (name of service) firms near me.” These top search results owe their prominence to the power of SEO.
What is SEO?
Search engine optimization (SEO) is a strategy that ensures your firm’s website appears at the top when someone searches for your service category on Google. Regardless of your firm’s niche, whether it’s Engineering, Architecture, Telecommunications, HR, Fintech, or any other professional service, incorporating an SEO strategy into your overall digital marketing plan is crucial for relevance in today’s market. This way, when people search for services like yours, your firm will appear on the first page of Google.
Here are the top 7 reasons why professional services firms should invest in SEO:
- Increased Brand Visibility and Ranking
Brand visibility refers to how prominent your domain is in search engine results, while ranking determines where your web page appears in Search Engine Results Pages (SERPs). According to a study by HubSpot, 77% of people research a brand before engaging with it. If your domain isn’t visible for relevant search queries, it will have lower rankings, resulting in missed opportunities. Investing in SEO ensures your brand’s visibility and rankings improve, ultimately driving more traffic and conversions.
In a world where B2B buyers conduct an average of a dozen searches before engaging with a brand, and 18% more shoppers prefer Google over Amazon, investing in SEO increases the likelihood of your pages appearing at the top, positioning your brand throughout their buying journey.
- Effective Communication with Your Target Audience
SEO is an inbound marketing strategy that focuses on making it easy for your audience to find you when they need information. Instead of reaching out to consumers through traditional outbound advertising channels, SEO allows you to attract users actively looking for information related to your services. By providing helpful resources and making information easily accessible, you can generate more qualified leads for your business. According to HubSpot’s State of Inbound report, 59% of marketers said that inbound practices provided the highest quality leads for their sales teams.
- Cost-Effective Marketing
Despite the effort required to implement SEO correctly, it is still more cost-effective than Pay-Per-Click (PPC) advertising. Research shows that 71.33% of searches result in a click on an organic result on the first page. By optimizing your website for search engines, you can market your services effectively without spending a significant amount of money. Additionally, podcasts are another cost-effective and efficient way for professional services firms to connect with their audience.
- Measurable Organizational Growth
One of the many benefits of SEO is that it allows you to track your company’s growth objectively. By analyzing relevant metrics such as visitor duration and page visits, you can make informed decisions to boost your market share. This data is also valuable when seeking funding or considering starting another company.
- Building a Long-Term Audience
While paid advertising can bring short-term results, SEO focuses on building brand credibility and trust, resulting in a long-term audience. By consistently providing valuable content to your website visitors, you can establish your firm as a resource hub and the go-to service provider in your industry. Unlike advertisements that stop generating traffic when the budget runs out, SEO helps you build a community of clients who trust and rely on your expertise.
- Staying Ahead of the Competition
If your competitors prioritize SEO to improve their online presence, you risk losing ground if you don’t invest in your own SEO strategy. SEO is a widely recognized staple of any digital marketing strategy, and neglecting it can lead to falling behind. By getting on board with SEO early, you increase your chances of keeping up with and surpassing your competition.
- Making Informed Business Decisions
In addition to enhancing brand visibility, establishing thought leadership, and gaining customer trust, SEO is a valuable research resource. The data obtained from SEO can be used to understand customer behavior, shape marketing strategies, and make informed business decisions. By understanding your audience, you can segment them, automate marketing processes, and achieve a high return on investment (ROI).
With 93% of all web traffic originating from Google, ranking on the first page organically is a coveted position for any business. Achieving this requires time, effort, and SEO expertise. Ranking on the first page of Google brings consistent leads, calls, and customers to your professional services firm. If you need help developing a winning SEO strategy to improve your firm’s ranking, click here to book a free consultation with a member of our team.