Today’s mindblower: about 63,000 people perform Google searches every second. Yes: Every. Second. That’s about 5.6 billion searches per day, and you can bet marketers, companies, and retailers are fighting hard to be at the top of Search Engine Results Pages (SERP). Why? There’s a nearly 45% click-through rate for sites in the very top SERP positions — an impressive return on unpaid, organic search results.
There’s a common misperception that Search Engine Optimization (SEO) is a stand-alone, magical online marketing tactic for boosting the quantity and quality of traffic and, by extension, SERP positioning. SEO definitely influences those results, but only if it’s leveraged at every point throughout a comprehensive inbound strategy. Social, link building, keywords, content, email marketing, influencers — everything you do on- and off-page should be viewed through an SEO lens and the technical underpinnings of your website need to include imperatives such as growth-driven design and content pillar pages to further improve SEO results.