How to Use SEO to Your Advantage in 2021

Digital marketer advances her business using SEO.

The events of 2020 have catapulted more businesses into digital marketing. With the shift to people being at home more, businesses view digital marketing as essential because how we work, live and connect with one another has changed.

In fact, Gartner’s Annual CMO Spend Survey 2020-2021 showed that digital channels make up the bulk of where marketing dollars are being spent right now. SEO happens to be among the top five priorities for CMOs this year. That’s because CMOs understand how critical search engines are for business.

Chart of marketing spend with SEO among top 5.

At the time of writing, people conduct almost 4 billion searches on Google per day. And that’s just Google. Now, a question: Out of those 4 billion searches, what’s the likelihood people are searching for what you have to offer? The answer, of course, is that certainly some are, often thousands of them. Some much more.

Except there’s a problem. Every single search produces millions of pages of search results. And you need to be on Page 1 for it to even matter.

Google search producing millions of results.

Search engines are complicated, and the game of search is complex. Making it even more complex is the fact that Google makes an average of 10 changes to search per day.

So, how do you compete? The answer is search engine optimization.

SEO effectively gets your business in front of your audience in one of the most important — if not the most important — arenas today: organic search results. Even when the odds are stacked against you. Even when you have to contend with millions of pages of competitors.

Is it easy? No. Nothing worth getting is ever easy. But it is attainable with the right strategies and a resolve to stick with it.

How to Use SEO to Advance Your Business

Now that you have some context on why SEO is critical right now, I’ll discuss how to use SEO as a weapon to compete in the battlefield of the search results.

First, a good SEO expert stays up to date on the latest changes to search. They research, and they test. They work to understand how to apply changes to a website for maximum results. This is a full-time job that any business owner or busy marketing team does not have time for on their own.

Next, SEO helps you uncover your competitors in the search results and understand their ranking strategies. Your competitors may not be who you think they are. By analyzing them, you will find out how to meet or exceed their SEO strategies, giving you a chance to compete for their position on Page 1. (Related: Who’s My SEO Competition?)

Finally, with the right professional or SEO agency, you’ll get the big picture view of how your website may be harming your chances of success in the search results. And they should direct you in strategies you should be following.

They should look at everything from the technical and on-page optimization of your website to your link profile to the content you create. They can look at the search results holistically and come up with a whole-SERP strategy for not just ranking in the “10 blue links” but everywhere else on the search results page.

As I’ve written about here, if you hesitate for a moment on your SEO strategy this year, your competition will pull ahead. And, by delaying the process, it may be very hard to catch up with them.

This year, think about how to use SEO to support your business goals. And if those goals include driving traffic to your website, converting leads and generating revenue then SEO can help.

Want a free consultation and quote for SEO services customized to meet your needs? Contact us here.

Bruce Clay is founder and president of Bruce Clay, Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn and other social networks from Bruce's author page.
Comments (3)
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Still on the hunt for actionable tips and insights? Each of these recent SEO posts is better than the last!

3 Replies to “How to Use SEO to Your Advantage in 2021”

These insights are helpful for me, nice ideas to leverage SEO knowledge.

Really this website is very useful for new SEO users… Thanks

SEO can be an extremely powerful tool in your marketing arsenal. Some key advantages of SEO can include a very high Return on Investment, expanding your reach to hundreds or even thousands of searchers outside of your normal client network, and results that last beyond your scope of SEO service.

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