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Taras Zaluzhnyi on Unsplash
SEO, or Search Engine Optimization, has become increasingly popular in recent years with e-commerce companies exploring new marketing measures – largely due to the inconsistency and unprofitable nature of modern paid advertising. This strategy is designed to help companies rank higher on search engines (like Google) to increase both the quality and quantity of traffic on their website.
The problem with most advertising strategies is that as you scale a campaign, so does your cost and inevitably lower profitability. The daily volatility of these campaigns is not even taken into account.
The main difference between these types of paid advertising campaigns and SEO is that while your costs stay more or less the same, your traffic and revenue increase. This results in profit margins that you may previously thought were out of reach for a particular company.
SEO takes into account user experience, relevance, authority, and more to determine exactly where your website ranks on Google.
All of these things together form what is known as the “Google Algorithm” – a piece of artificial intelligence that serves as a decisive factor in whether you get a traffic explosion from page 1 rankings or whether your website goes into the depths of the SERPs.
The idea behind the algorithm is simple – the AI tries to present Google users – also known as searchers – with the most relevant and high quality content possible. If users find exactly what they’re looking for on Google, they’ll have a good experience – websites that help users have a good experience will be rewarded with higher rankings.
However, mastering this Google AI requires specialist knowledge. Keval Shah is the founder and CEO of Inbound Pursuit – an SEO agency primarily focused on e-commerce companies looking to top the rankings in their respective niche.
In his previous position with a social media agency, Shah found that most paid marketing campaigns were not delivering the expected ROI. These campaigns typically had lower than expected profit margins and conversion rates, along with inconsistent sales.
This is where SEO comes in to balance the scales. The conversion rates are much higher because you are dealing with people who are already looking for your offers. Profit margins increase as traffic increases as your costs stay the same while sales increase. And although the algorithm changes from time to time, volatility on Google is minimal when SEO is done properly.
Explains Keval, “Advertising costs are constantly increasing, resulting in less frequent sales and lower profit margins – especially as you scale. Recently, iOS 14 instability has seen many companies cut their revenues in half by laying their eggs in one basket – Paid Traffic. SEO is the solution to the marketing problems of modern companies in 2021. “
According to Keval Shah, finding the right agency is the single most important factor in mastering Google’s AI.
Keval Schaha
Incoming pursuit
“So many business owners have been burned by SEO agencies who don’t know what they’re doing,” says Keval. “This is one of my biggest motivators – the narrative to change what you should expect when working with an SEO agency.”
Shah believes that SEO is something that needs to be personalized for every business. With the terms of Google’s AI constantly changing, it is vital for Shah to constantly test and implement new tactics to ensure your campaign is at the forefront of SEO opportunities.
Don’t get too bogged down with the latest version of the algorithm, however, because the goal is always the same: create a useful, relevant website with quality content that will actually benefit users.
As more companies discover the tremendous benefits of mastering Google’s AI and SEO, and realize that paid advertising is becoming an unprofitable rat race in 2021, it is likely that more companies will start adding SEO strategies to complement paid advertising.
Keep an eye on this trend, your company won’t want to be left behind in adopting this innovative AI-forward marketing strategy.
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