3 Reasons Search Engine Optimization Should Be Your New Salesperson

July 22, 2022

Back in the day, sales folks knocked on doors, made cold calls and played a lot of golf. As we all well know, the world has gotten way more complex since then and in-person sales calls as a first touch point is a rarity.

Companies and organizations still rely on word of mouth and referrals to get leads. However, a strong online presence is now the primary gateway to build visibility, credibility and reputation. That means your website today is now your online storefront — which makes search engine optimization (SEO) the perfect fit to be your new salesperson. But why exactly is SEO such an important tactic for modern business?

1. Buying Intent Starts with a Search
When people go online to find a new product, company or service, they start with a search. Research shows that around 93 percent of online experiences begin with a search engine like Google, Yahoo! or Bing. It’s rare for users to know what they want. They may have an idea, but they need a search engine to guide them. Every second, Google receives more than 40 thousand search queries, making it a staggering total of more than 3.5 billion searches per day. Within those searches are thousands of potential customers who are looking for your specific services or products.

2. SEO Strengthens Your Site’s Organic Visibility
So there are customers looking for exactly what you have to offer. Great! But if they can’t find you (ie., your website doesn’t show up within the first page or so of results), you might as well not exist. Connecting with them can be a significant obstacle to sales if your site isn’t properly optimized.

Now, there are essentially two ways to show up in a search query, and they are referred to as organic and non-organic search. Organic search refers exclusively to the unpaid results that appear when someone completes a search. Organic results are ranked algorithmically and are not supported by paid ads.

Ideally, you want your business to rank high when a relevant search query is submitted. Through search engine optimization, you can improve your site’s organic visibility — increasing the chances that your pages will match searches from your audience.

3. Good SEO Attracts Quality Leads
The importance of SEO is to stay on top of the game with the ever-changing algorithms and customer-tailored creative content. A good SEO plan will not only improve your general visibility, though. It will also enhance the quality of traffic to your website.

That means more visitors who actually are interested in the goods and services your provide — which leads to more pageviews, more conversions and reduced bounce rates.

“The good news for those of you who have not yet caught on is that if you have a weak online presence you have a strong opportunity to seriously improve the visibility of your website — all for less than the cost of an additional sales person.”

Finding Success in Search
In my experience, ad buying can make an immediate impact to drive traffic to your site, but strong SEO strategies and tactics improve your online presence for a much longer time. Used in tandem, both will help you improve your online presence and allow your website to be found quicker by your potential customer.

BBR has helped many clients improve their online presence by assessing their current digital presence, identifying weaknesses and then working to correct those. Through strategic activities, we drive leads, recruit new hires and convert sales.

So before you place money into another sales person, ask yourself if spending money on improving your website and online presence would be a smarter and more cost effective move to drive the leads you are looking for.

Remember, you are creative too.