{"id":607846,"date":"2024-02-08T17:00:00","date_gmt":"2024-02-08T14:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-seo-grows-brands-the-science-behind-the-service\/"},"modified":"2024-02-08T17:00:00","modified_gmt":"2024-02-08T14:00:00","slug":"how-seo-grows-brands-the-science-behind-the-service","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-seo-grows-brands-the-science-behind-the-service\/","title":{"rendered":"#How SEO grows brands: The science behind the service"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a272512df0dd\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a272512df0dd\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-grows-brands-the-science-behind-the-service\/#SEO_is_an_investment_in_brand_growth_not_a_short-term_ROI_play_Learn_how_SEO_boosts_brand_availability_and_acquisition_of_new_buyers\" >SEO is an investment in brand growth, not a short-term ROI play. Learn how SEO boosts brand availability and acquisition of new buyers.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-grows-brands-the-science-behind-the-service\/#How_brands_grow\" >How brands grow<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-grows-brands-the-science-behind-the-service\/#Some_SEOs_dont_understand_marketing\" >Some SEOs don\u2019t understand marketing\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-grows-brands-the-science-behind-the-service\/#How_buying_online_happens\" >How buying online happens<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-grows-brands-the-science-behind-the-service\/#1_Trigger\" >1. Trigger<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-grows-brands-the-science-behind-the-service\/#2_Exploration\" >2. Exploration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-grows-brands-the-science-behind-the-service\/#3_Evaluation\" >3. Evaluation\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-grows-brands-the-science-behind-the-service\/#4_Purchase\" >4. Purchase<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-grows-brands-the-science-behind-the-service\/#SEO_grows_new_and_light_category_buyers\" >SEO grows new and light category buyers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-grows-brands-the-science-behind-the-service\/#Justifying_the_investment_in_SEO\" >Justifying the investment in SEO<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"SEO_is_an_investment_in_brand_growth_not_a_short-term_ROI_play_Learn_how_SEO_boosts_brand_availability_and_acquisition_of_new_buyers\"><\/span>SEO is an investment in brand growth, not a short-term ROI play. Learn how SEO boosts brand availability and acquisition of new buyers.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nThere is too much misinformation about how SEO works.<\/p>\n<p>And this doesn\u2019t help to increase investment in our industry.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>In this article, we\u2019re going to clear it all up.<\/p>\n<p>You\u2019ll learn exactly why and how SEO supports brand growth, sales, and leads.<\/p>\n<p>Let\u2019s dive in.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-brands-grow\"><span class=\"ez-toc-section\" id=\"How_brands_grow\"><\/span>How brands grow<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/marketingscience.info\/how-b2b-brands-grow\/\">Marketing research<\/a> has made it clear how brands grow.<\/p>\n<p>They grow by acquiring new and light buyers.\u00a0<\/p>\n<p>(Light buyers are consumers who make occasional or infrequent purchases of a particular product or service. They may not be as committed or loyal to a particular brand or product category.)\u00a0<\/p>\n<p>But how do you increase the rate at which you acquire new and light category buyers?<\/p>\n<p>Again, the research is clear. You increase the brand\u2019s:\u00a0<\/p>\n<ul>\n<li><strong>Mental availability<\/strong>: The likelihood of a brand being considered in a buying situation.<\/li>\n<li><strong>Physical availability<\/strong>: The ease and convenience that a brand can be purchased from.<\/li>\n<\/ul>\n<p>Marketing leaders widely accept these terms and have been for around ten years now.<\/p>\n<p>But where does SEO fall into this?<\/p>\n<p><strong><em>Dig deeper: Top 10 SEO benefits of building a brand that people trust<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-some-seos-don-t-understand-marketing-nbsp\"><span class=\"ez-toc-section\" id=\"Some_SEOs_dont_understand_marketing\"><\/span>Some SEOs don\u2019t understand marketing\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I recently saw a tweet on X that went a bit like this.<\/p>\n<p>\u201cWhen people search Google, they don\u2019t care about logos and brands; they care about finding a relevant page and solving their problems.\u201d<\/p>\n<p>It gained 17,000 views, over 200 likes, and 40+ reposts.<\/p>\n<p>And yet, the advice is entirely wrong and is an example of how out-of-touch some SEOs are these days.<\/p>\n<p>Brand, logo, and website quality are not only essential for your marketing. SEO is actually about the delivery of these assets.<\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/citeseerx.ist.psu.edu\/document?repid=rep1&amp;type=pdf&amp;doi=4631b14a5c33cad36b35506fc2e4485a04e0c445\">Repeated studies<\/a> have shown that website quality and perception of the brand are used to formulate trust. <\/p>\n<p>Without trust, we don\u2019t buy.<\/p>\n<p>But that\u2019s not all; your logos and branding are how we remember businesses. In marketing, these are known as \u201c<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.distinctivebat.com\/distinctive-brand-assets\/\">distinctive brand assets<\/a>.\u201d<\/p>\n<p>If you were to think of your website as a package.<\/p>\n<p>Our job as SEOs is to place your website on the shelf. And if we can\u2019t understand this, how can we advise clients?<\/p>\n<p><strong><em>Dig deeper: Modern SEO: Packaging your brand and marketing for Google<\/em><\/strong><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-how-buying-online-happens\"><span class=\"ez-toc-section\" id=\"How_buying_online_happens\"><\/span>How buying online happens<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As SEOs, we should understand and be able to explain precisely how buying h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ens.<\/p>\n<p>And here\u2019s the simple version.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-1-trigger\"><span class=\"ez-toc-section\" id=\"1_Trigger\"><\/span>1. Trigger<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We all receive triggers to search. These can be internal ones, such as a feeling or thought. Or an external one such as advertising or a life event.<\/p>\n<p>At this time, one of two things happens.<\/p>\n<p>We either search for a brand\/website directly.\u00a0<\/p>\n<p>This is known as a navigational search.<\/p>\n<p>We can also enter a keyword in a search engine or open an app like <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> or TikTok.<\/p>\n<p>The key to brand growth lies in the need state of the searcher. You want to be found or searched for by people who are in the market to buy.<\/p>\n<p>These are people looking into buying or are ready to buy today.\u00a0<\/p>\n<p>And your job as an SEO is to bring your brand to prospects with those two need states.<\/p>\n<p>There is good reason for this.<\/p>\n<p>Reaching those looking into buying with your brand helps build the mental availability we discussed earlier. Reaching those about to buy increases your physical availability.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-2-exploration\"><span class=\"ez-toc-section\" id=\"2_Exploration\"><\/span>2. Exploration<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The next stage of search is known as the exploration stage. It\u2019s here where things get messy, and we start researching the category.<\/p>\n<p>And yes, people head to social media apps to research.<\/p>\n<p>It\u2019s at this stage that a fierce battle starts to take place.<\/p>\n<p>The battle for memory.<\/p>\n<p>Buying decisions often take place over prolonged periods.<\/p>\n<p>And this is even longer for the B2B sector.<\/p>\n<p>But you don\u2019t need me to tell you this.<\/p>\n<p>It took me at least six months to pick a car I liked.\u00a0<\/p>\n<p>But I didn\u2019t spend six months solidly researching every day. Life gets in the way. We all juggle multiple tasks and demands that interrupt our decision-making.<\/p>\n<p>During this period, we are subjected to retargeting with ads on multiple platforms. And it\u2019s here where advertising largely plays a role.<\/p>\n<p>Businesses with great advertising that reaches people regularly are more easily remembered at the all-important time we decide to buy.<\/p>\n<p>However, I\u2019m sure the vast majority of people reading this work for brands with limited advertising.\u00a0<\/p>\n<p>So, showing up organically where your prospects conduct their research can increase the likelihood that you are searched for, recognized, and remembered when buying.<\/p>\n<p>And it\u2019s here we move to the next stage.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-3-evaluation-nbsp\"><span class=\"ez-toc-section\" id=\"3_Evaluation\"><\/span>3. Evaluation\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>After we\u2019ve conducted our research, a few things happen.<\/p>\n<p>You can be directly chosen as a brand, or you\u2019ll be part of a consideration set.<\/p>\n<p>But we often don\u2019t search this way.<\/p>\n<p>For example, here\u2019s how my searches for my car panned out:<\/p>\n<ul>\n<li>Searches Google for Kia Sportage lease car deals (I wanted that brand).<\/li>\n<li>Find several deals and got told I\u2019d be waiting 12 months to get a Kia.<\/li>\n<li>I search for Kia Sportage alternatives.<\/li>\n<li>I look at deals for those cars to get rough prices.<\/li>\n<li>I searched for articles about the car models.<\/li>\n<li>I watched about 4 hours of YouTube videos about the models.<\/li>\n<li>I had two makes and models in my mind that I wanted.<\/li>\n<li>I searched again for lease car deals.<\/li>\n<li>I spoke with three lease car companies.<\/li>\n<li>I received countless email marketing messages from these companies.<\/li>\n<li>Eventually, the need for a car became so great I searched again for lease car deals and saw a link to a business I hadn\u2019t communicated with in the SERPs; I called them and signed a lease deal that day.<\/li>\n<\/ul>\n<p>Why did I choose them?\u00a0<\/p>\n<p>I knew who they were, as they\u2019d shown up in my research. They are one of the largest lease car companies in the UK and had shown up in multiple searches I\u2019d made.<\/p>\n<p>This is called \u201ctransfer rate,\u201d as my friend and awesome SEO JP Garbaccio shared in a <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/jpgarbaccio_seo-thinkwithgoogle-ecommerceseo-activity-7157661483718344704-uw32?utm_source=share&amp;utm_medium=member_desktop\">recent LinkedIn post<\/a>.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"1000\" alt=\"30 percent transfer rate\" class=\"wp-image-437299\" style=\"width:616px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate.jpeg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate-270x338.jpeg.webp 270w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate-480x600.jpeg.webp 480w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate-90x113.jpeg.webp 90w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate-768x960.jpeg.webp 768w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate.jpeg.webp\"><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"1000\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate.jpeg.webp\" alt=\"30 percent transfer rate\" class=\"wp-image-437299\" style=\"width:616px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate.jpeg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate-270x338.jpeg.webp 270w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate-480x600.jpeg.webp 480w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate-90x113.jpeg.webp 90w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/30-percent-transfer-rate-768x960.jpeg.webp 768w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/noscript><\/figure>\n<\/div>\n<blockquote class=\"wp-block-quote\"><p>\n\u201cIn 2020, Google ran experiments on 31,000 online shoppers.<\/p>\n<p>There was one deciding factor that influenced \u2018Transfer of Preference\u2019 (TOP).<\/p>\n<p>TOP is the process of a customer shifting to buying YOUR brand.<\/p>\n<p>The most influential factor was simply being present in the buying journey.<\/p>\n<p>By just being there, 30% of potential shoppers will choose your brand.<\/p>\n<p>This ranges on a spectrum from 18% TOP, to 44% TOP.\u201d\n<\/p><\/blockquote>\n<p>PPC works like this.<\/p>\n<p>You pay to reach today\u2019s buyers, hoping you can nudge them to you at the last minute.<\/p>\n<p>My car leasing company didn\u2019t pay to acquire me; I recognized them in the organic search listings, clicked, and called, and they were superb at sales.<\/p>\n<p>I\u2019d not watched a single video created by their brand on YouTube or read a single article they wrote.<\/p>\n<p>But I clicked on their site a few times over a few months, and on the day I needed to buy\u2026 they were there.<\/p>\n<p>This brings us to the final stage of the search.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-4-purchase\"><span class=\"ez-toc-section\" id=\"4_Purchase\"><\/span>4. Purchase<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There is a lot of talk online about \u201cTikTok\u201d as a search engine.<\/p>\n<p>However, the real questions are:<\/p>\n<ul>\n<li>Where do your customers buy?<\/li>\n<li>What is their shopping environment?<\/li>\n<li>How can you increase the likelihood of being recognized in these environments?<\/li>\n<\/ul>\n<p>This is why advertising is so powerful, especially creative video advertising, which helps to link a brand with a category within our memory architecture.<\/p>\n<p>For example, if I asked you to tell me who you first think of when it comes to basketball shoes, chances are you\u2019ll say Nike.<\/p>\n<p>However, for many categories, we are simply unaware of the brands that exist within them until we start to research. As such, we head to search engines and social media apps.<\/p>\n<p>But where we purchase is massively important.\u00a0<\/p>\n<p>This is your physical availability.<\/p>\n<p>For example, I\u2019m aware there is a TikTok Shop. But this isn\u2019t suitable for most brands.<\/p>\n<p>And also, TikTok is very difficult to leave. There\u2019s limited to zero external links in organic results, combined with a strong algorithm serving you fresh content.<\/p>\n<p>No, TikTok does not want you to leave.<\/p>\n<p>This means we\u2019ll still return to search engines to buy our goods (I\u2019ll leave Amazon out for another discussion).<\/p>\n<p>And, as we saw both in my example of buying a car and the transfer of preference study, you need to be on the digital shelf to be chosen. Just showing up increases that chance.<\/p>\n<p>And this leads us to the grand finale of how SEO helps brands to grow.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-seo-grows-new-and-light-category-buyers\"><span class=\"ez-toc-section\" id=\"SEO_grows_new_and_light_category_buyers\"><\/span>SEO grows new and light category buyers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When a person heads to search to start the buying process, they are doing so because they are open to buying from different brands than they last purchased. Or they have never purchased in this category before.<\/p>\n<p>And this is where we start to showcase the brilliance of organic search.<\/p>\n<p>Paid search is all about efficiency, often in the form of ROAS or ROI.<\/p>\n<p>Organic search is about marketing effectiveness.<\/p>\n<p>Reach as many possible in-the-market buyers as you can.<\/p>\n<p>If we use Ahrefs\u2019 Keyword Explorer feature, we tend to see that most traffic goes to organic listings in most markets.<\/p>\n<p>In the above car leasing example, 44% of clicks go to the organic listings.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"588\" alt=\"Keyword explorer - car leasing\" class=\"wp-image-437300\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing-600x221.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing-800x294.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing-200x74.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing-768x282.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing-1536x564.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"588\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing.png.webp\" alt=\"Keyword explorer - car leasing\" class=\"wp-image-437300\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing-600x221.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing-800x294.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing-200x74.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing-768x282.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-car-leasing-1536x564.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/noscript><\/figure>\n<\/div>\n<p>What about the term SEO agency? 47% goes to organics.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"605\" alt=\"Keyword explorer - seo agency\" class=\"wp-image-437301\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency-600x227.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency-800x303.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency-200x76.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency-768x290.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency-1536x581.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"605\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency.png.webp\" alt=\"Keyword explorer - seo agency\" class=\"wp-image-437301\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency-600x227.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency-800x303.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency-200x76.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency-768x290.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-seo-agency-1536x581.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/noscript><\/figure>\n<\/div>\n<p>And here, with a \u201cnear me\u201d search for a dentist, 44% goes to organic, with just 4% going to paid search.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"602\" alt=\"Keyword explorer - dentist near me\" class=\"wp-image-437302\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me-600x226.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me-800x301.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me-200x75.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me-768x289.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me-1536x578.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"602\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me.png.webp\" alt=\"Keyword explorer - dentist near me\" class=\"wp-image-437302\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me-600x226.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me-800x301.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me-200x75.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me-768x289.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-dentist-near-me-1536x578.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/noscript><\/figure>\n<\/div>\n<p>However, we know that paid search generates more clicks in some sectors, such as Nike trainers.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"607\" alt=\"Keyword explorer - Nike trainers\" class=\"wp-image-437303\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers-600x228.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers-800x304.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers-200x76.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers-768x291.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers-1536x583.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"607\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers.png.webp\" alt=\"Keyword explorer - Nike trainers\" class=\"wp-image-437303\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers-600x228.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers-800x304.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers-200x76.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers-768x291.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Keyword-explorer-Nike-trainers-1536x583.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/noscript><\/figure>\n<\/div>\n<p>But you have to look at this beyond just the clicks.\u00a0<\/p>\n<p>When you acquire a customer through a paid search click, you effectively reduce your profits, and very often, they would have purchased from you anyway.<\/p>\n<p>And a huge amount of buyers click on the organic listings.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"837\" alt=\"SERP overview for nike trainers\" class=\"wp-image-437304\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers-600x314.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers-800x419.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers-200x105.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers-768x402.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers-1536x804.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"837\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers.png.webp\" alt=\"SERP overview for nike trainers\" class=\"wp-image-437304\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers-600x314.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers-800x419.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers-200x105.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers-768x402.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/SERP-pverview-for-nike-trainers-1536x804.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/noscript><\/figure>\n<\/div>\n<p>This is key for growth because brands grow by acquiring new and light category buyers.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-justifying-the-investment-in-seo\"><span class=\"ez-toc-section\" id=\"Justifying_the_investment_in_SEO\"><\/span>Justifying the investment in SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Over the years, I have spoken to countless businesses that failed to invest in organic search.<\/p>\n<p>All because they went hunting for the mythical dragon that is ROI.<\/p>\n<p>This is oddly justified with mental accounting such as:\u00a0<\/p>\n<p>\u201cIf I spend $3,000 per month on SEO, how long before I see results, and what will those returns be?\u201d<\/p>\n<p>As stated in a previous article, you don\u2019t measure SEO performance by ROI; you justify its investment.<\/p>\n<p>If you don\u2019t invest in SEO, you are losing out on reaching vast amounts of potential customers and letting others win them.<\/p>\n<p>At the same time, others are growing their brands; you\u2019re not winning new and light category buyers.<\/p>\n<p>I genuinely hope more marketing managers and business owners wake up to this.<\/p>\n<p>Organic search is competitive.<\/p>\n<p>But all business is.<\/p>\n<p>When you win in organic search, you gain a competitive advantage, leading to more business.<\/p>\n<p>It is that simple.<\/p>\n<ul>\n<li>Do you want to grow?<\/li>\n<li>Are your buyers using search engines to help them find what you sell?<\/li>\n<\/ul>\n<p>If the answer is yes to both of those, it\u2019s a case of how much you can afford to invest in SEO and who you\u2019ll hire to deliver this growth.<\/p>\n<p>Once you understand the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/sciencee\/\" data-internallinksmanager029f6b8e52c=\"5\" title=\"Science\" target=\"_blank\" rel=\"noopener\">science<\/a>, you\u2019ll invest in SEO.<\/p>\n<p>Or not, and your competitors will.<\/p>\n<p><strong><em>Dig deeper: Why SEO is a great investment, not just a cost<\/em><\/strong>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Andrew Holland\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/05\/Andrew-Holland.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/05\/Andrew-Holland.png.webp\" alt=\"Andrew Holland\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Andrew Holland<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=Zooglymedia&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/andrew-holland-seo\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Andrew Holland is the Director of SEO at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/jbh.co.uk\/\">JBH, an award-winning Digital PR and SEO agency<\/a>. His SEO background stems from a 17-year career in the police, where a number of years were spent within intelligence, utilizing SEO within internal systems to catch criminals. After developing chronic asthma, Andrew left the police and launched a freelance SEO and digital marketing career, and has worked with a wide range of clients, from SMEs to 8-figure businesses. Today, he directs the SEO delivery for one of the UK&#8217;s fastest-growing Digital PR and SEO agencies. Building organic visibility, trust and fame for consumer brands.                   <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/seo-grow-brands-science-behind-service-437295\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>SEO is an investment in brand growth, not a short-term ROI play. Learn how SEO boosts brand availability and acquisition of new buyers. There is too much misinformation about how SEO works. And this doesn\u2019t help to increase investment in our industry. In this article, we\u2019re going to clear it all up. You\u2019ll learn exactly&#8230;<\/p>\n","protected":false},"author":1,"featured_media":607847,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/How-SEO-grows-brands-The-science-behind-the-service.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070],"class_list":["post-607846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/607846","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=607846"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/607846\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/607847"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=607846"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=607846"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=607846"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}