If you are a business owner who focuses on selling software online, you probably have heard that people recommend SEO as part of your online marketing strategy. Since you want to make sure your company is up-to-date with the latest trends in business development, you might start looking into it.
So what is SEO and how does it help your software development business?
You can start of by knowing the basics. Search Engine Optimization, or SEO, is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. By definition, “SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines.”
There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes, SEO is simply a matter of making sure your site is structured in a way that search engines understand.
A large majority of web traffic is driven by the major search engine platforms: Google, Bing, and Yahoo. Although social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation for most internet users. This is true whether your site provides content, services, products, information, or just about anything else.
Generally, the reason why you need SEO is that while search engines are technically smart, they still need help to increase the efficiency of their processes. The developers of these major search engines are always working to improve their technology to crawl through the web more deeply and return better results to users. However, there is a limit to how search engines can operate.
That being said, the right SEO strategy can net you thousands of visitors and increased attention, while wrong moves can keep your site buried deep in the search results where visibility is minimal to non-existent.
Now, if you are selling your software, or any other products online, you need to make sure that your site’s content is placed where searchers can more readily find it. With an effective SEO program to complement your site, you can attract more visitors online, which can turn into prospective clients for your products and services.
As online marketing becomes more competitive, you need to step up and join the mix. Without a doubt, companies that have effectively implemented their SEO strategies have a sure advantage in attracting more visitors and prospective customers. If you’re still not convinced, here are four reasons why you need SEO for your software development company.
Because SEO is an investment, not a cost
By tying in SEO to web analytics data, you’d soon realize how much you can get out of investing in SEO – or how much you’re not getting when you’re not pursuing optimization strategies.
Putting your site or the visibility of your product into the top three spots on the front page of Google (where most clicks go), for example, can provide a massive return on your modest investment into SEO. This is also the reason why SEO has been likened to investing in real estate – the returns can be incredibly profitable when you get it right.
Because SEO is a legitimate marketing tool that is necessary nowadays
SEO is the way to go when it comes to pulling in prospects. Social media, branding and other marketing strategies come in fluidly into your marketing strategies as they can complement SEO, and the combination can reinforce each element to spur faster growth for your business.
When handling SEO as a marketing tool, the challenge isn’t about picking which activity is better than the other. It is about how to intelligently integrate SEO into your marketing mix to reap rich rewards. This is where factors like technical audit comes into play.
The resources that SEO can bring are limitless. Then again, this is also why marketing with the influence of SEO is no longer a battle between marketers. Instead of their marketing specialists trying to do everything to promote a brand or company, businesses should take this opportunity to collaborate and partner up with SEO agencies, at least with their for online marketing efforts.
Why? Well, it is mainly because you can use each other’s data to get the best results for your respective agenda and goals.
Here’s another way to look at it: instead of always “giving customers what they want”, it’s time to face the fact that, often, clients do not know how to select from the diverse options at their disposal.
As professionals, marketers and SEO consultants must not be dismissive or misleading about other specialties. Instead, products and service providers should help all clients build the right foundation, and then guide them to the perfect match. Whether they go for you or not, clients should have the best option, and connecting your business with other industry players can be mutually beneficial as a larger client database is tapped through wider online market.
By adopting such an advisory/consultative role and offering professional advice (through SEO techniques, of course) like reaching out a helping hand to offer business development advice, and showing rock-solid proof to back up your offerings, prices and advice, you can go a long way in building trust.
At that point, clients would be more willing to follow you, even when you suggest an approach that points in another direction from what they initially believed to be the right.
Because SEO is a perfect match for the software development industry
A search engine optimized website is a crucial tool for software companies because it offers a convenient platform where customers can easily purchase and download software. Think about it: people can only get to know your brand if they search for a particular app online by typing certain keywords that fit your specific product or brand. If you offer these specific products, , your website may then appear atop the search results pages.
Without SEO, it’s unlikely that these potential customers get to see your website. There are thousands of software companies out there, and all of them are going to have a website. You have to compete with companies of all sizes in the search pages. Without SEO, you stand very little chance of beating your competition in terms of Google ranking for broad terms.
Because SEO generates leads
In a deeper business perspective, SEO is a great way to generate new leads for your software business. When more and more people visit your website, you can get more inquiries through phone or email. You can also get a constant stream of new customers without spending that much on advertising. Even successful software companies need SEO because markets change all the time.
Effective SEO strategies identify the proper keywords that potential customers use so that your website is geared towards those keywords. Instead of finding customers, SEO helps customers find you. If you sell email marketing software, your website should target “email marketing” rather than the more generic “software” or “program” keywords.
If you offer many types of software, you need to include all the pertinent keywords to cover all the categories of your software lineup. These are just some of the factors that are taken into consideration when doing keyword research. It’s a long and complicated process, but you don’t have to do it on your own because you can always hire an SEO professional to do the job.