When you advertise your business in the local Newspaper or a sign or banner somewhere, or even on Facebook advertising, or banner advertising. You are saying this “Hey if you want to buy an XXX check this out”
Most people seeing that advert most likely don't want to buy what you are offering. It's nothing personal, they are just not in the market for it right now. Or even if they might want to buy it, doesn't mean they are looking right now. They could be chatting with friends and not in a buying mood.
However, with organic search results, especially Google, it's completely different. If someone types in a Google search box “Accountants London” there is an extremely high chance that they are seriously considering using the services of an accountant. Either they are window shopping about possibly needing an accountant or they are deadly serious. Either way, they are a much more viable potential customer.
That is the beauty of SEO. It helps you find an audience who pretty much have their wallets out ready. At least more often than other types of marketing anyway.
So Google is the place to go for targeted people. But let's look at it from the perspective of the potential customer.
I am a potential customer, I want accountants for my business. I go to Google, I put my search in “Accountant's London” and I check the results. 9 times out of 10, I will look at the results on page 1 and look through the websites and settle on 1 or 2 I like the look of, and maybe I decide to contact them.
As a searcher, I trust Google and that the results on page 1 are the better Accountants. I only look on page 2 when I can't find exactly what I'm looking for.
That's the reality. Your potential customers are using Google, and they are rarely going to check past page 1 of the search results. If you are not on page 1 it's very unlikely that they are going to find your website unless they happen to be specifically looking for you. Or particularly choosy.
In your town or city, there are a limited number of people looking for your service or product. It's not limitless. If a large number are using Google and choosing an option on page 1 then you are relying on the small percentage that doesn't use Google for their research. Why would you limit yourself?
At the same time, you're giving your competitors the advantage. Those who are on page 1 of Google are not necessarily better than you, they probably don't offer a better service, they just have better visibility, and in this sense, it's visibility that matters.
It's very simple. People use Google to search for your product or service. If you are not on page 1 of Google, then they are not considering your business when they should be. If they are not going for you, then they are using your competitors and you're missing out.
That's why you should use SEO to get better visibility. Feel free to get in touch with us, we can explain exactly how many people are searching for your business each month, and what that means to sales if you were to be at the top of Google's search results.