By Kaushal Thakkar, Founder & MD, Infidigit
In today’s fiercely competitive digital landscape, success in the online business world hinges on organic traffic and improved online visibility, which are integral aspects of a robust Search Engine Optimization (SEO) approach. A strong SEO strategy is essential for all, especially for MSMEs, startups, eCommerce entrepreneurs, and bloggers. With over 60% of the global population and nearly 80% of businesses worldwide having internet access, roughly 60% of your website traffic originates from search engines like Google. While large corporations have deep pockets to dominate their presence through paid channels, other businesses have to ensure that they get the best returns on their investments, and therefore, optimizing their site for organic search (SEO) is imperative.
In the realm of modern digital visibility, SEO holds undeniable importance; however, not all SEO methods are created equal. Subpar SEO practices can have detrimental effects on your ranking. To navigate this crucial distinction between effective and harmful SEO strategies, the ‘Modern SEO Playbook 101!’ serves as an indispensable resource. Designed by experienced marketers, for marketers, this comprehensive guide is your ultimate tool for mastering the art of SEO. Loaded with expert insights, tried-and-tested strategies, and actionable tips, it equips you with the necessary instruments to drive organic traffic, enhance search rankings, and outperform your competitors. Its extensive compilation of over 20 case studies sets it apart, spotlighting renowned brands like ICICI Prudential, Mochi, Superbalist, Cult.fit, Extra Marks, Proalley, and Spinny. These case studies vividly demonstrate how well-crafted approaches have consistently delivered exceptional results for real-world businesses.
The playbook covers essential aspects such as understanding current trends, evolution, and the future of organic search marketing, along with actionable strategies for SEO success. SEO’s evolution includes a focus on user intent, contextual queries, voice search, and its integration into inbound marketing, making it a key business driver. As Google’s algorithms evolve, organic search marketing becomes more challenging, emphasizing the importance of user intent. SEO should be viewed as a strategic goal, necessitating a clear model for tracking and integration. With Google considering thousands of ranking factors, a cohesive approach is essential. The ‘State of SEO and 2022-23 Trends Survey’, which involved 100 senior marketing leaders, highlights that 95% of organizations invest in SEO. Leaders managing over USD 100 million in marketing budgets are preparing for the future, anticipating higher ROI and expecting a 10%-30% increase in digital marketing spend within the next 12 months.
SEO has evolved significantly over the years, right from Google’s launch in 1997 to the introduction of mobile-first indexing in 2019. Updates like Panda, Penguin, Hummingbird, and Knowledge Graph redefined search intent and the user experience. Primarily, the focus of SEO to improve website visibility and attract relevant traffic was primarily through optimized content and link building. SEO in the current times has changed drastically, and along with content and link building, it prioritizes several other factors, including accessibility, speed, structure, and technical soundness, for a seamless user experience in the digital landscape. The goal is to provide searchers with valuable and easily understandable information. Hence, content is crucial, but it must also be relevant, unique, educational, and helpful. Search is also a powerful marketing strategy, driving growth and ROI, as revealed in the statistical illustration given below:
The ‘How-to Guide’ for MSMEs
- The Basics of SEO: To make SEO work for you, it’s important to focus on both on-page and off-page optimization. On-page SEO involves creating relevant and engaging content, optimizing page titles, using headings and subheadings with keywords, and ensuring readability and format. Off-page SEO involves building high-quality backlinks, social media promotion, and improving website authority.
- Going local: Vernacular SEO is essential for businesses targeting India’s growing internet user base preferring content in their local languages. By optimizing vernacular content, marketers can reach a wider audience, rank higher in search results, and drive more traffic to their websites. Understanding customer demographics, selecting relevant languages, utilizing appropriate domain structures, and prioritizing human translation is crucial.
- KPIs you should focus on: To enhance the user experience and boost organic traffic for growth, it’s essential to focus on the right key performance indicators (KPIs). These vital metrics, including ROI, organic visibility, conversions, keyword ranking, impressions, clicks, sessions, organic click-through rate (CTR), bounce rate, and reduction in performance marketing expenditure, offer valuable insights into the effectiveness of SEO efforts while optimizing the website.
- Tools to sharpen your SEO process: Use Google Keyword Planner, Google Trends, and Keyword Surfer for effective keyword research and trend analysis. Analytical tools like Google Analytics & Google Search Console provide insights into website performance. Local SEO can be enhanced with Google My Business and Moz Local, while technical SEO benefits from tools like Screaming Frog and SEMrush.
- How can partnering make SEO work: With search engines being a major marketing channel, selecting the right SEO partner becomes crucial. When choosing an SEO partner, consider three key components: capability, capacity, and conversion. Capability refers to their expertise, knowledge, and track record in delivering successful SEO strategies. Capacity pertains to their resources, team size, and ability to handle your specific requirements. Conversion focuses on their ability to drive meaningful results, such as increased website traffic, higher rankings, and improved conversions.
– Tackling SEO challenges to staying agile and managing change: It is essential to adapt to Google algorithm changes, evangelize SEO, find the right talent, prioritize UX-first website design, and consistently create quality content. These strategies ensure visibility and domain credibility and meet the evolving needs of users in the post-pandemic digital landscape.
– Focus on ROI Marketers today leverage SEO for brand discovery, thus initiating their customer journey at the point where people start searching for information. As per the survey, more than 75% of marketers get 11% or more visitors to their website via SEO. This helps them find the right customer and, since SEO is organic in nature, it also provides them with good ROI on their marketing investments.
In conclusion, For MSMEs, SEO becomes indispensable, empowering them to connect with their target audience and compete effectively against larger enterprises. Establishing a strong online presence that secures a high ranking in Search Engine Results Pages (SERPs) holds the potential to attract a substantial influx of customers, generating increased website traffic, valuable leads, and ultimately, heightened sales figures. Moreover, a prominent SERP position can foster the development of brand recognition and credibility, bolstering the trust quotient and, in turn, boosting business prospects. In essence, SEO stands as a vital marketing tool for MSMEs of all dimensions, offering a cost-effective means to enhance visibility, reach, brand awareness, and user experience—all of which culminate in a substantial uptick in leads and sales. By continuously adapting and optimizing their SEO efforts, MSME marketers can stay ahead of the competition and maximize their digital success.
