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Despite the rise in importance of Social Media, the average customer will still always turn to a search engine such as Google whenever they have an immediate requirement for a product or service or are in the process of researching their next supplier.
It's therefore important for your business to be visible at the very moment a potential customer is searching for a business such as yours.
The process of ensuring your website ranks at the top of Google for related searches is called Search Engine Optimisation (or SEO).
Looking for a quick overview on Nexa's SEO Approach? Watch this video to learn how Nexa's own SEO Value exceeds over $1.3 million!
Search Engine Optimisation (SEO) is defined as the practice of optimising a website and its content in order to be discovered through a search engine’s organic search results.
SEO is the practice of increasing the quantity and more importantly, the quality of traffic to your website through organic search engine results. When we talk about Organic Search results, we mean those websites that are shown AFTER the text-based adverts on a Google Search Engine Results Page (also known as SERP).
For example, with quality SEO in place, when someone is searching for a product or service you offer, your website will be one of the first pages suggested to them.
One of the main goals of SEO is for your business to rank higher than your competitors on search engine results pages. If your web page ranks higher than those in the same industry, you will drive more traffic to your website than they will. If your website is structured correctly, you should therefore, receive more leads or conversions, and in doing so, will build a tangible, measurable value to your business.
So, how do you rise up the ranks in the search engine results? Before we dive in, first look at the background of SEO and then unpack the basic elements of search engines and how they rank websites within their search results.
Search Engine Optimization is one of the oldest forms of Digital Marketing with its roots going back as far as the early nineties. It wasn't however until 1997, when Google was formally launched that website owners began to understand the power of search engines and the subsequent benefits of a website ranking at the very top of search engine results pages. In essence, websites that rank well, drive more traffic and have a greater opportunity of generating leads and business than those who do not rank as well.
Google developed their algorithm in those early days and this formula created the foundations for what has turned Google from a small start-up founded in a Palo Alto garage, into a juggernauth that it is today, valued at close to $1 trillion.
The earliest Search Engine Optimizers were those who tested the boundaries of these algorithms in an attempt to understand how a website can rank higher than another and once results started to indicate a logic behind these rankings, Search Engine Optimization or SEO as it is more commonly known, was born and with it a new industry. Today, there are hundreds of thousands of SEO agencies, SEO professionals and SEO experts located in virtually every town and city around the world.
Clearly, a lot has changed with Search Engine Optimisation (SEO) since 1997, but today, the entire SEO approach needs to be looked at differently if you want your business to gain long-term benefits. Businesses should no longer simply want their website optimised for the search engines, they should put a strategy in place that helps them OWN the search engine results.
At Nexa, we are here to help you own the search results. We know that SEO is not easy and that it takes a considerable amount of time and effort for it to work effectively, and this is why we believe that the first step to Search Engine Ownership lies in explaining to our clients just how SEO works and why it works. Without an understanding of the process, a business will never reach its full online potential and on the back of this, opportunities will be lost.
With Search Engine Ownership, we don’t want to simply optimise your page and get you to the first page of the search results. We want to get you to outrank all of your competitors. This kind of strategy is an investment, one that adds value to your business and betters your bottom line.
If your website outranks your competitors websites you will experience the following benefits:
So, if you are considering SEO for your business, you need to ask yourself whether you want your website to simply be optimised correctly, or if you want to own the search engine results relevant to your business - and outrank your competitors in the process.
There's a reason why Nexa is known as the best SEO agency in the region and it's not just because of the awards we've won.
At Nexa, we do things differently. In a crowded industry, being different means you stand out and in SEO standing out from the crowd is the ultimate goal for every business.
Here's our approach to SEO - Search Engine Ownership and it's an approach that you're unlikely to hear from any of our competitors.
We're clearly biased, but in our opinion, the answer is a resounding "yes"! But to fully understand the reasons why, much of your decision should be based on how important it is for your business to rank well (ie at the top of page 1) of Google search engine results for searches that are relevant to your business (ie your products and services).
However, as a business professional, you're probably wondering what the actual value of ranking well is. You need to know how much this is worth and how much SEO can actually benefit your business. In short, you need to know how much SEO is worth in cold hard cash!
At Nexa, we believe that Search Engine Optimisation (or what we prefer to call “Search Engine Ownership” ) is one of the most valuable assets for any business.
It's important for businesses like ours to practice what we preach. After all, why would you trust an agency to look after an area of your business that they neglect for theirs. That's why, for the purpose of this article, we will take you through Nexa's very own, personal case study. We won't share details or data from successful client case studies (btw, we have plenty of award winning examples), but rather our very own, actual data.
But before we start some good context for your business would be to see exactly where your website currently ranks on Google. Search for the products and services that your business offers and keep a note of these. Mark down where your website currently ranks. (Page 1, position 1 should be your objective). If you can't find your website within the first 3 pages of Google, stop searching. It's likely that your customers won't look that far down the rankings, so there's little point in you doing the same.
Studies have shown that 91.5% of searchers do not go past the first page of the search results and over 30% of users will click on the first website in the search results. So, if you cannot find your website online, you are passing business over to your competitors and losing out on valuable leads in the process. It is SEO that has the power to change this, but it is not enough to tell you that this will benefit your business, we want to show you just how much strong SEO is actually worth.
Our Search Engine Ownership approach focuses on three main areas that are important for any business.- Your company’s search visibility
If you have ever searched for a service or product on a search engine such as Google, you will be taken to a page that ranks websites for you to help you find what you are looking for. Have you ever Googled your products and services and checked to see if your business appears on the first page of the search results? This is vital and this is what is known as search visibility.
Search Visibility is an actual metric that can measure how visible your company is across every search term related to your business and industry and the traffic your website is likely to generate from this.
Below, we will take a look at the Search Visibility of Nexa and how having a strong search visibility is an asset to a business:
From a extensive set of 400 keywords and key-phrases based on Nexa's service offering, Nexa’s search visibility score is at 75.1% for desktop and laptop searches, and is at 75.9% for mobile searches based on June 2020 data. What that means is that for any of those 400 search terms, irrespective of volume, Nexa is likely to convert 75% of these types of searches into traffic onto our website or blog.
When it comes to Search Engine Ownership, a key metric to consider is where your business ranks in comparison to your competitors. As stated previously, ranking higher than your competitors will get you more leads, make you more sales driven from greater brand awareness.
Here, we take a look at Nexa’s search visibility in comparison to its competitors. As outlined above, Nexa has a search visibility score of 75.1% and based on the exact same set of 400 keywords and key phrases, our closest competitor’s score sits at 33.7%.
Now, how does this convert into website traffic? As of June 2020, our Search Engine Visibility drove 7,469 visitors to our website, and all of these visitors came from organic search (search that was not paid for). For the same set of keywords and key-phrases, our competitor only received 2,453 visits in the same time period. This means that we get 3 x more visits than our closest competitor.
And this number can be converted into monetary value.
When it comes to Search Engine Ownership, we want to show our clients the value of the service. As opposed to regular Search Engine Optimisation services, we want to provide our clients with insight and show them just how much they can gain from owning the search engine results.
So, how much is the 3 x more visits to our website worth? If a new competitor came into the market they would need to invest in Google advertising to achieve the same traffic that Nexa is achieving, and Nexa is achieving this traffic organically!
In this case, a new company would need to spend US$53,086 per month to achieve the same kind of traffic as Nexa. Over a 12 month period this equates to US$637,032.
This is the equivalent value of Nexa’s Search Engine Ownership every year and the next time you value your business, imagine the impact that Search Engine Ownership can have on your business' valuation.
But SEO isn't a static piece of data. The data above is for June 2020. If we look at how that data changes month by month, the numbers can be dramatic. Here's what July 2020 looked like for Nexa:
From our list of 400 keywords, 341 of these drove traffic to our website in July. Monthly website visits increased from 7,469 in June to 8,896 in July. How does this equate to actual value? Well, despite the average cost per click reduced from $7.20 to $7.13, the actual value of this additional traffic generated means that the overall value of our organic traffic increased from $53,086 to $56,400 for the month.
SEO is a measurable business asset - one that has a clear value. It's time for businesses to start thinking in this way to create a differential between them and their competitors. One that isn't easy to buy or replicate.
Love the whole team! Ravi, Andrew and the team have been so involved and supportive on the top level! They are 24/7 on top of things and support at any given time! Even though there is so much happening on our accounts they put it all together! The creativity is beyond amazing! Everything is done so well and the turn around time is quick!
Many thanks for making our pages one of the best in the region!
It's been great working with the Nexa team for the last 1 year. We've been very happy with how agile and adaptable the team is based on our requirements. Amit, Zara, Tamara, Jatin, Gary have all be wonderful in helping us with our digital plan and strategy in implementing social media plans, digital campaigns, Google campaigns and the list goes on. The team at Nexa has always been there in times of high demand and are always available to help whenever required in whatever capacity they've been able to. Well done Team Nexa! Here's to more of these!