In the world of digital marketing, there is a lot of confusion and misinformation about how SEO (search engine optimization) works. This lack of understanding often leads to a lack of investment in the industry. However, it is essential for brands to recognize the science behind how SEO helps them grow.
According to marketing research, brands grow by acquiring new and light buyers. These are consumers who make occasional or infrequent purchases and may not be loyal to a particular brand or product category. To increase the rate at which brands acquire these buyers, they need to focus on two aspects: mental availability and physical availability.
Mental availability refers to the likelihood of a brand being considered in a buying situation. Physical availability, on the other hand, refers to the ease and convenience with which a brand can be purchased. These concepts have been widely accepted by marketing leaders for around ten years now.
So, where does SEO fit into all of this? Some SEOs may argue that when people search on Google, they don’t care about logos and brands; they care about finding a relevant page and solving their problems. However, this advice is entirely wrong. Website quality, perception of the brand, logos, and branding are all crucial for building trust with consumers. Without trust, people won’t buy.
Additionally, logos and branding help businesses become memorable. In marketing terms, these are known as “distinctive brand assets.” SEO professionals play a vital role in placing a website on the digital shelf and ensuring that it is easily found and recognized by potential customers.
Understanding how buying happens online is another essential aspect of SEO. The buying process typically starts with a trigger, whether internal (a feeling or thought) or external (advertising or a life event). People either search for a brand directly or enter a keyword in a search engine. It is crucial for brands to be found by people who are actively looking to buy or researching products and services.
During the exploration stage, consumers conduct research and head to social media apps to gather information. This is where the battle for memory takes place. Brands with great advertising that reach people regularly are more easily remembered when it’s time to make a buying decision. However, for brands with limited advertising, showing up organically in search results can increase the likelihood of being recognized and remembered.
The evaluation stage is when consumers consider different brands and make their final decision. Being present in the buying journey significantly influences the transfer of preference, which is the process of a customer shifting to buying a particular brand. Just being there increases the chance of potential shoppers choosing your brand.
Finally, the purchase stage is where brands need to be physically available to customers. While there is talk about platforms like TikTok as search engines, search engines themselves remain crucial for making purchases. Being present on the digital shelf increases the likelihood of being recognized and chosen by customers.
This is where SEO comes in. Organic search helps brands reach new and light category buyers who are open to buying from different brands or have never purchased in a particular category before. While paid search can generate more clicks, acquiring customers through organic search leads to marketing effectiveness and reaching a wider audience.
Investing in SEO is essential for brands looking to grow. It may not be measured by ROI, but it justifies its investment by reaching potential customers and gaining a competitive advantage. Businesses that fail to invest in organic search miss out on reaching a vast number of potential customers and allow their competitors to win them over.
Understanding the science behind how SEO helps brands grow is crucial for marketing managers and business owners. If your target audience uses search engines to find what you sell, investing in SEO becomes a necessity. It’s about determining how much you can afford to invest and finding the right professionals to deliver growth.
In conclusion, SEO plays a critical role in supporting brand growth, sales, and leads. By understanding the concepts of mental availability, physical availability, and the dynamics of the buying process, brands can optimize their online presence and reach a wider audience. Investing in SEO is not just a cost but a great opportunity for growth and staying ahead of the competition.
