Why Search Engine Optimization

Reputation Defender
4 min readAug 16, 2020

Many entrepreneurs — especially in the small and medium-sized business sector — ask themselves year after year how best to invest the budget they spend on marketing measures. And once they have decided to spend the budget on online marketing, more questions follow: Do I focus on ads on Google? Do I prefer to work with banner ads? Do I look for suitable affiliates who advertise for me on their sites? Or do I do search engine optimization and look for a good SEO agency?

Many people may simply ask themselves: Why search engine optimization? Why is SEO more trustworthy than advertising? Is SEO worthwhile for small and medium-sized companies?

Below you can find the answers to these questions.

When you put ads online — whether you choose Google ads or any other ads — you’ll probably find that the traffic that flows to your site is increasing rapidly. Conversely, when you take the ads out of circulation, you’ll find that the influx of new visitors to your site will decrease as quickly as it increased.

And this is where the first big advantage of search engine optimization comes into play.

Why is SEO more sustainable?

In contrast to conventional advertising measures, search engine optimization is sustainable. If your website has managed to conquer the first page of the search engine result pages (SERPs) with the help of SEO, it will not disappear from there abruptly. Of course, it will not be able to stay on a good ranking forever if you don’t do anything about your web presence from that point on. But you have gained a decisive advantage over your competitors on the Internet, which can no longer be so easily denied. From now on you only need to make sure that you:

  • Publish new content at regular intervals
  • Keep old contents up-to-date
  • Equip new content with the basic SEO properties
  • Continuously generate new backlinks for your website
  • Do not forget the updates for your system
  • Stay active on social networks

But appearing in the SERPs has even more advantages: your company will gain the trust of your customers!

Why is SEO the more trustworthy advertising?

To find this claim credible, after all, I’m doing “advertising on my own behalf” here and could tell you a lot if the day is long — you don’t have to be an expert in sales psychology. Almost everyone has a fundamental distrust of advertising. That’s why advertisements — consumer society or not — are always somewhat unappealing to us. Sometimes they seem useful, amusing, aesthetically pleasing or interesting, then the marketing people have certainly done something right at this point. But no matter how well they have done their job — a basic mistrust remains.

The paradox of the matter is that the website presenting a company is also a marketing tool per se and was created with the purpose of increasing sales. Nevertheless, the commercial purpose of websites is not in the foreground of the awareness of Internet users, if it is not an online shop.

In short, if Internet users find a suitable offer in advertisements and see an adequate offer on a search engine results page right next to it, they will in most cases decide immediately in favour of the offer in the SERPs.

Why is SEO more than number one on Google?

Search engine optimization has other positive effects, and you will notice them even before your website appears on the first page of Google. Through SEO measures, your web presence gains visibility in the first place. Internet visitors surf the web in many different ways and find you — through links, social media and search entries in various search engines. And this is only possible if you make your website visible, i.e. optimize it for search engines. And you can market a website with high “visibility” better than one without. For example, you can sell advertisements there yourself. SEO has a lot of synergy effects!

Why SEO for small and medium-sized companies?

Especially in the SME sector SEO is incredibly effective. And this is mainly because many companies do not (yet) operate SEO or generally do not plan a budget for marketing measures. For this simple reason, you can achieve incredibly good results as a small or medium-sized business owner. You will be able to get ahead of your competitors easily and quickly with comparatively little effort. This possibility is no longer so easily available to large companies. Their chance for this lies again in the small, in the niche.



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