Insights Search Engine Optimisation

How SEO increases online visibility for business owners

Written by Hazel Cooper

Do you want your brand to make a noise? Well, it can happen through search engine optimisation (SEO). SEO facilitates a strong online presence for businesses. This optimisation technique covers technical aspects, while also enhancing visibility and driving increased traffic to your website long-term. This traffic brings opportunities to make or scale sales, which eventually adds greater return on your investment.

Understanding SEO

SEO is the process of optimising website elements according to the protocols of search engines and keywords. This optimisation ensures that the website aligns with user intent. Once done, it ranks higher and gains visibility. As organic traffic increases, your conversion rate and revenue can increase. Read on to discover  three key benefits of investing in SEO.

#1: Increased organic traffic

The primary objective of SEO is to bring the website up on the search engine results page naturally. If it appears on the first page and within the top three searches, traffic starts coming in, and the flow is significant. A study in 2019 proved that organic search drives almost 53.3 per cent of the entire website traffic. This traffic is the most significant source of online traffic.

A certified SEO expert does it by integrating relevant keywords, optimising web content, fixing broken links, minifying design codes to improve upload speed, and making the interface clutter-free. Integrating high-searched key phrases like “T-shirts near me” or “black T-shirts near me” attracts mostly intended customers. This is how you can generate opportunities to attract buyers and, hence, increase conversion rates through their purchases.

#2: Improved search engine rankings

There are two key methods for improving your search engine visibility: SEO, and and the other is pay-per-click (PPC). However, the top search result page shows websites that have used relevant or niche-based keywords (used naturally in the content), high domain authority and page rank, and the content genuinely answering customers’ pain points or burning questions.

Research suggests that top-positioned search results on the first page of search engine results naturally attract 39.8 per cent more click-through rates. This clearly underscores the importance of being among the top rankings on SERPs.

#3: Enhanced user experience

User experience is critical. Everthing SEO specialist do to optimise content is to achieve top ranking and improve visibility. This helps in making the website load faster with intuitive navigation and valuable content for customers. It offers answers that maximise engagement.

SEO is not just about optimising for search engines; it’s also about providing a seamless and engaging experience for users. Websites that load quickly, have intuitive navigation, and offer valuable content are more likely to rank well in search results and keep users engaged. Overall, your web vitals must be focused on improving the customer experience.

#4: Targeted audience reach

Target audience reach is an important aspect of a website’s visibility. With SEO services, it’s easier to target specific audiences. Google Analytics and SEMrush tools make it even easier. These insights can guide your SEO strategy, whether it be relevant keywords, or content optimisation to address the interests and needs of your target audience. With proper details of your target audience and their online journey, closing leads and achieving prospects is not a dream but a reality. Considering another study, where SEO led to a conversion rate of 14.6 per cent, compared to just 1.7 per cent of outbound leads.

#5: Cost-effectiveness

Cost matters a lot. It decides whether to opt in or opt out of any alternative. In relation to SEO and traditional marketing, the former option is extremely affordable and within reach of every business. A study suggests that organic search results are 5.66 times more effective than PPC, or paid advertisements. Above all, once the website starts gaining visibility in the top 10 positions, its organic traffic remains sustainable, which eliminates the need for further expenditure on web promotion.

#6: Competitive advantage

SEO can bring competitive benefits to an optimised website. It’s all because of the visibility of the internet. Whoever gets more attention and maximum dwell time will rank higher on SERPs.

#7: Measurable results

Last but not least, is the ability to measure outcomes and gain insights into the website’s performance. Using Google Analytics or any other measuring tool can help in evaluating organic factors (responsible for web visibility), such as organic traffic, keyword ranking, conversion rates, etc.


Overall, SEO is an excellent and affordable digital marketing strategy for gaining visibility, engaging users, attracting leads, and eventually converting them. The most appeasing fact is that it’s a one-time investment to achieve long-term visibility and, hence, inquiries. These inquiries convert into sales, which certainly add to revenues. Considering its benefits, many businesses consistently invest in SEO services so that the frequency of business opportunities becomes endless.

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About the author

Hazel Cooper