Regardless of size, most companies in the financial industry recognize the need to have a digital marketing plan in place. The challenge is deciding what to include in your program. There are many different digital initiatives to consider, including pay-per-click advertising, display advertising, email marketing and content marketing, to name a few. Before your firm makes a decision, consider these four reasons why SEO (search engine optimization) should be included.

1. Positive User Experience

Top search engines such as Google are designed to provide the best user experience possible. The idea is to help visitors find what they are looking for as fast as possible. By working in harmony with this robust technology, your company can be the one to offer the products and information users are looking for.

2. A Trusted Resource

Organic search engine results are often viewed as more credible than other forms of digital marketing. Developing a strong SEO program will help you establish your company’s digital presence as a trusted resource by ranking high in non-paid listings. The way major search engines are designed requires time, effort and resources in order to rank high. This forces companies to establish authority.  Building your brand’s web presence, while not easy, will be rewarded over the course of time.

3. Lasting Strategy

While realizing results with SEO will take time, once you get to where you want to be, it will be easier to stay there. Although algorithms and other factors will change, making the adjustments will be far easier than the initial implementation. In fact, the evolving nature of search engines encourages consistency in your digital marketing approach. In order to remain competitive, you must stay alert to changes, monitor your competition and look for new methods to accomplish your objectives. Learning what others in and outside of your industry are doing in regard to their organic listings will prove beneficial.

4. Measurable

Most companies that are investing significant dollars into marketing efforts expect to be able to measure their return on investment (ROI). This is easy to do with organic search engine marketing. There is very little that you cannot measure. You can track what specific keywords are searched most, as well as what type of people are searching. You can also analyze what keywords are most effective at getting users to do what you want them to do.

There are many facets to a robust digital marketing operation. Improving a website’s rankings on search engines is one of these aspects that is a must.