For small businesses, mastering Google’s AI is a better investment than paid ads
SEO, or search engine optimization, has become increasingly popular over the past few years among e-commerce businesses exploring new marketing efforts, mainly due to inconsistency and unprofitability. modern paid advertising. This strategy aims to help companies rank higher in search engines (like Google) to increase both the quality and amount of traffic to their website.
The problem with most advertising strategies is that when you scale up a campaign, your costs also increase and profitability inevitably decreases. It doesn’t even take into consideration the daily volatility of these campaigns.
The main difference between these types of paid advertising campaigns and SEO is that your costs stay more or less the same as traffic and revenue increase. This leads to profit margins that you may previously have thought unreachable for a specific business.
SEO takes into account user experience, relevance, authority and more to determine where exactly your website ranks in Google.
All of these things combine to make up what is known as the “Google Algorithm” – a piece of artificial intelligence that serves as the deciding factor in whether you are getting a traffic explosion from Page 1 rankings or whether your website is buried in the depths. of SERPs.
The idea behind the algorithm is simple: AI seeks to present the most relevant, high-quality content possible to Google users, i.e. searchers. When users find exactly what they are looking for on Google, they have a good experience – websites that help users have a good experience are rewarded with higher rankings.
However, mastering this Google AI requires expertise. Keval Shah is the Founder and CEO of Inbound Pursuit – an SEO agency focused primarily on e-commerce businesses looking to top the rankings in their respective niche.
In his previous role with a social media agency, Shah found that most paid marketing campaigns did not deliver the return on investment they were expected to have. These campaigns typically had lower profit margins and conversion rates than expected, as well as inconsistent sales.
This is where SEO comes in to balance the scale. The conversion rates are much higher because you are dealing with people who are already looking for the types of offers you have. Profit margins skyrocket as your traffic grows because your costs stay the same while revenue grows. And although the algorithm changes from time to time, volatility is minimal on Google when SEO is done correctly.
Keval says, “Advertising costs always go up, resulting in less frequent sales and lower profit margins, especially as you scale. More recently, the instability of iOS 14 has caused many companies to see their revenues cut in half, because in one basket – paid traffic. SEO is the solution to modern business marketing problems in 2021. “
According to Keval Shah, finding the right agency is the most important factor in whether you’ll be able to master Google’s AI.
“So many business owners have been burned by SEO agencies who don’t know what they are doing,” says Keval. “This is one of my biggest motivators – to change the narrative around what to expect when working with an SEO agency.”
Shah believes SEO is something that needs to be personalized for every business. Because the conditions for Google’s AI are constantly changing, Shah believes it’s crucial to constantly test and implement new tactics to make sure your campaign is at the forefront of what’s possible with SEO.
However, don’t get too overwhelmed with the latest version of the algorithm, as the goal is still the same: to create a useful and relevant website with high quality content that users will truly benefit from.
As more companies discover the huge benefits of mastering AI and Google SEO and realize that paid advertising becomes an unprofitable rat race in 2021, it is likely that more and more businesses will begin to supplement paid advertising with an SEO strategy.
Keep an eye out for this trend, your business won’t want to be left behind when it comes to embracing this innovative AI-powered marketing strategy.