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by Jin on Jul 7, 2022 8:30:00 AM
Contents
1. Importance of SEO
2. Why Should We Start Using SEO?
3. The Power of SEO
4. SEO, Why Is It Difficult?
Nowadays, people always search for something. When we buy something or when visiting a restaurant, and even when we want to know if there’s a cookie video in the movie, we take out our phones and search. This is no different in business.
1. Importance of SEO
Everyone searches and about 59 percent of people use NAVER and about 29 percent of people use Google as their search engine. Nevertheless, the term "Search Engine Optimization" still feels unfamiliar to us.
2021 Domestic Search Engine Share (Image by INTERNET TREND)
Although everyone uses a search engine several times a day, why does SEO sound so difficult? Simply put, SEO refers to managing my web page to appear at the top when a user searches for a specific keyword. That is, when you search for a keyword, the text which is placed right underneath the ad is a very good search engine optimization. It is found that as many as 31.7% of people click on their first search results. This will surely interest marketers, influencers, and everyone else who wants to make themselves known.
The same thing applies to startups. What are the reasons?
- First, startups do not have the budget to execute paid advertising (PPC).
- Second, search engine optimization is an essential part of long-term marketing strategies.
In fact, in the U.S. marketing market, SEO is considered an important marketing method. This year alone, a whopping $8 billion marketing budget is expected to be spent on this SEO. However, not many companies still recognize the importance of SEO in Korea compared to what is considered important overseas. But, as many advantages are known and successful cases have occurred, we are becoming more aware of the importance of SEO, especially in startups.
2. Why Should We Start Using SEO?
Effect of Increased Brand Awareness
You need to have brand awareness to persuade consumers. From a consumer's point of view, it is natural. People usually search for the webpage at the top and recognize that brand as the number one in the industry. The basis of advertising is repetitive exposure. The brand that keeps coming into your eyes is naturally trusted, and consumers naturally turn their eyes from search results to the content. As SEO places the web page under advertisement, it results in almost the same effect as the advertisement.
Increased Conversion Rate of Purchase
As brand awareness gets built up, the possibility of purchasing products from that brand increases. When purchasing a product, consumers compare various factors such as price, quality, review, etc. But if there's no big difference, you'll end up buying the brand you know best.
Continuous Traffic Inflow
SEO ensures that relevant traffic flows in by placing keywords that are used by the target consumer throughout the web page. The web page is well optimized for related keywords, and if it is located at the top of the web page as a result, it has a long-term and lasting effect.
Increment of ROI(Return on Investment)
That’s where startups find SEO attractive. SEO is a marketing method that can have a great effect at a lower cost than advertising. Content located right below the ad has the same effect as the ad. As mentioned earlier, ROI will rise if the conversion rate increases at a low cost.
3. The Power of SEO
Google Search Results for “Daeheungdong Restaurants”
Big data restaurant search services such as Dining Code, Sik-shin, and Mango Plate are one of those cases where SEO is recognized and actively utilized. They are responding to search patterns in the form of 'local names + food names' which have become a formula. Even if they search differently, such as Seongsu-dong Pasta and Hannam-dong Fine Dining, most of their web pages are exposed to the first page of the search results.
The number of keywords that expose Dining Code and Sik-shin’s web page in the top 100 search results (Image by Ahresfs via ASCENT)
(Image by Nike Golf)
To overcome the slump, Nike launched a new line of 'Nike Golf' and sold golf equipment as its name suggests. And early Nike Golf carried out SEO marketing to promote the brand and increase sales. Nike Golf improved the use of golf-oriented keywords, provided quality content to consumers, and created web pages that are friendly to both consumers and search engines. As a result, the brand recognition was successful, resulting in a 169% year-on-year increase in web traffic and a 250% increase in site traffic.
4. SEO, Why Is It Difficult?
Even though Utilizing SEO brings lots of benefits and success stories, why are startups still hesitant about SEO?
The followings are some of the most challenging SEO related factors for startups
- Having Difficulty in Creating Content
- Lack of Keyword Use Strategies for SEO
- Use of Low-Quality Backlinks
2017 Ascend2 SEO Survey (Image by Ascend2)
Having Difficulty in Creating Content
According to the 2016 Ascend2 Survey, 57% of marketers cited quality content production as the most effective and difficult element of SEO. In the 2017 survey, 57% of marketers also cited appropriate content as the most effective strategy.
Finding Keywords' was chosen as the second most effective, which seems easier than content production, but ultimately leads to content. The reason for finding key keywords is that they are in content production.
Most links and shares are linked to the top 5-10% of the content. With so much information, 'fine' content has lost its competitive edge, and users now want exceptionally good content. However, most startups do not have the budget to invest in content production.
Google Keyword Planner (Image by Hello Digital)
Google Trend (Image by Hello DIgital)
Lack of Keyword Use Strategies for SEO
One of the reasons why startups fail in SEO is that they use the wrong keyword. The search engine analyzes the content focusing on specific parts, not the overall content. If a search engine makes it easier to understand the content by Strategically placing keywords in a specific location increases the likelihood of exposure to the search results.
However, many startups don't know how to target high-demanding keywords or how to select target keywords. Choosing a good keyword is tricky for a startup that doesn't know much about SEO or is in a famous market.
Use of Low-Quality Backlinks
Link Building is the work of linking contents inside a web page to show the relationship between contents. It's not difficult, but it takes a lot of time, so it's one of the tricky tasks. But the artificial link building is a violation of Google's policy, and Google is prohibiting it. In fact, in 2014, Expedia built a low-quality link, resulting in a reduction in search visibility by 25%.
Link buildings were once well known as the unconventional SEO method, but they are just one element of SEO, and only good links help web pages. Therefore, make sure to use quality links related to content properly, separating between white hat and black hat.
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