Google as a 24/7 sales force for marketers

An investment in a competent search engine optimisation (SEO) strategy can boost visibility and sales for companies. Yet as few as 21% of organisations include SEO in their budget, according to research conducted on 300 senior marketing decision makers in the UK. The research is surprising as it is widely recognised that appearing prominently in Google’s organic listing is a surefire way to build a brand, generate leads and make sales.

The research is international, but Charlie Stewart, CEO of digital marketing agency Rogerwilco, says the same applies in South Africa. In fact, while local brands still try to dominate the sales space with intimidating ad budgets, there’s a growing realisation that the message isn’t sticking and doesn’t deliver sales. “Audiences are saturated with advertising messages that lack authenticity and increasingly no longer buy a product because the brand tells them it’s good. Instead, they’re looking for guidance and recommendations from online influencers and search engines,” he says.

Stewart argues that it is Google’s opaque methodology for ranking – and reluctance to share insight on its algorithm – that contributes to companies’ holding back on SEO. However, the return on investment on SEO can be considerable, since Google is like a 24/7 sales person. In fact, Search Engine Journal says leads generated through SEO have a 15% close rate, compared to the 1.7% of outbound leads, such as direct mail or print advertising.

To strengthen SEO, advises Stewart, companies must consider how people refer to the organisation’s product. If businesses repackage their products and services in the way that they are actually talked about, they have a much stronger chance of being relevant to the questions their customers type into their search engine. If brands make it easy for consumers to relate to them and understand their proposition, they will be more likely to find their way into people’s online conversations.

Good quality content with an authentic voice on the company’s site is a must. “Articles addressing key industry trends, white papers on the company’s products, feedback from satisfied clients and rich content such as video can all form part of an effective content marketing strategy,” he notes. 

When it comes to search results, Google’s authoritative stamp of approval remains the most powerful method for substantial sales leads. “If Google believes a brand’s website is credible and authoritative enough to share it with its global audience, it is a massive vote of confidence that any potential buyer is going to take into account when making their purchasing decision,” Stewart concludes.

Big take-out: Investment in a strong SEO strategy can drive sales and aid brand-building – but companies need to conduct consumer research to ensure content is packaged in a credible way.