The Real bone of your Website
Search Engine Optimization | SEO
What is SEO?
SEO (Search Engine Optimization) is a channel that focuses on the unpaid (or organic) search results in search engines. That is on the results for which you, as an advertiser, do not have to pay money to Google (e.g. per click). Search Engine Optimization (SEO) strategy is to build the bones of content to get straight in google search results. Digital marketing plans remains partial without SEO.
SEO is the cheapest channel. This can even go so far that it is so cheap and lush that other channels can be cross-subsidized with it. In addition, the efforts that you put into this channel do not go to waste but your should stick to the rules set by Google. SEO is therefore the most sustainable channel and offers enormous differentiation potential for you and your company.
The cost-benefit ratio can be huge. At the beginning, the investment of time and resources is necessary and sometimes it takes a while until you got the results. But later in time this ratio turns around and you can achieve high returns with little "maintenance effort". However, you should never make the mistake of neglecting SEO once it is up and running. Google is always coming up with new updates and you should closely stick to Google's guidelines regarding SEO.
Bad SEO is one of the big mistakes - don't do that
SEO is less colorful, has a lot to do with research and backend work, and unfortunately you won't even feel the effect immediately, but you have to wait for your SEO measures to take effect. But that's worth it because SEO gives you sustainable success through a better ranking in the SERPs and leads to more organic traffic, which doesn't cost you any ad budget.
SEO has a lot to do with diligence and proper as well as structured work, and it's like your tax return: the more effort you put into it, the more you get back from the tax office in the end. The nice thing is, your tax knowledge is not gone afterwards and with every year you get better at it and the paperwork is easier for you. The same is true for SEO. Every internal work you invest in it here will pay off for you in the long run.
The Pros And Cons Of SEO
Pros
- Most favorable channel in the long term
- Sustainability
- Virtually no wastage
- Well calculable costs
- Suitable for almost all business models
Cons
- Nobody knows the algorithm of Google, Bing, and Co.
- The algorithms change permanently
- Success depends not only on one's own effort
- Many departments/stakeholders are involved
- Risk of being penalized by Google
