On-site SEO: Why website optimisation is so important

More than 40 percent of revenue is captured by organic traffic. Getting your on-site SEO perfect, then, is essential if you’re looking to increase your website traffic and grow your business.

But understanding why it’s so important is the first step towards building a website that will create genuine value and bring more leads through the door.

What is on-site SEO?

On-site SEO is the process of optimising your webpage or blog content so that it can be indexed properly on the search engine results pages (SERPs). It’s about optimising your content until you’re at the top of the SERPs, visible and accessible to all.

On-site SEO does this by making pages as easy-to-understand as possible, without sacrificing the quality of the content. 

However, Google’s algorithms are becoming more human, and although you must build a website that is clear and useful for visitors, it must be clear and useful for search engines, too.

Why is on-site SEO important?

Search engines are the place that most people go when they want to find, well, almost anything. Paying attention to these factors will push your page up the rankings, impacting your growth.

Here are a few reasons why you should be optimising your content.

Don’t beat them, join them

Considering Google is the number one traffic referrer on the internet, search engines have taken their old throne back from social media as the main source of website traffic on the internet. 

Learning how to optimise for these platforms is key if you want to be found by potential leads. Do this, and you’ll get your share of the 40,000 searches that are made on Google every second.

Climb the ranks

At least three quarters of visitsgo to sites that show up on Google’s first page, with around 33 percent of overall clicks going to the first result alone. 

More traffic equals more leads

Effective SEO leads to more traffic. If your CTA click-through rate meets the global average of 0.35 per cent, you’ll get 3 and a half clicks for every thousand visitors. Get 10,000 visitors and you’re up to 35, and so on. 

Take cues from the professionals

61 percent of inbound marketers put their SEO efforts at the top of their list, claiming that an increased organic online presence is the factor they want to improve the most.

47 percent of them perform SEO audits twice a year, while 29 percent of them do it once a month! 

Follow the results

Organic search can be 5.66 times as effective as paid outbound marketing, making it clear why 61 percent of digital marketers give SEO so much attention.

Keep up-to-date

More than half of Google searches now take place on mobile. It’s a factor that is heavily weighted when search engines are ranking pages. Optimisation for mobile isn’t an option anymore, it’s a requirement.  

Quality SEO means quality leads

What’s even more important than simply increasing traffic is an SEO strategy that delivers useful visitors to your site, those that are more likely to click your calls-to-action and convert into leads. These users are attracted to the kind of keyword-optimised, specific and quality content that search engines reward.

Almost 90 percent of B2B researchers looking to make a purchase will use search engines to gather information. 71 percent of them begin that process with a generic search term. Understanding these terms means you’ll capture more relevant visitors earlier into their ‘buyer’s journey’.

Take it from marketing genius Jeffrey Eisenberg:

‘It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.’

To double-up on your SEO knowledge, why not check out our SEO guide? 

Or, if you'd like to test your SEO knowledge, put our SEO quiz to the test.