Search Engine Optimization (SEO), and the positive impact it can have on your business

SEO BASICS

If you are a business owner with a website, you know that everyone is talking about Search Engine Optimization (SEO), and the positive impact it can have on your business. Is SEO alone enough to increase sales? Can you do the work yourself, or should you hire an SEO consultant? You don’t need to be proficient in web development or a marketing expert to make an educated decision about small business SEO.

What is SEO and why is it important?

You probably know from doing your own online searches that most people tend to visit the sites that are at the top of the list of search results. Studies have shown that readers scan from top to bottom and left to right, and online attention spans are short. So, if your website ranks near the top in search results, you are likely to get more visitors to your site, which can result in increased sales.

Search Engine Optimization is the process of securing a high ranking spot on search engine results pages. This is done by gathering data on what people search for, and what phrases or “keywords” are entered when they search. By including the keywords that best reflect your business in your website content, you can increase your chances of attracting your target market to your site.

Search engines use search bots (also called web crawlers or spiders) to index sites. Website content that is keyword rich helps make your content understandable to the search bots, thereby placing it higher in the search results. Your website content should be valuable to the reader, as well as reinforcing your company’s mission and brand so that you target the people who are looking for exactly what you have to offer.

SEO and Marketing

Recent survey results indicate that not only are the majority of buyers using search engines to research potential purchases online, but also that they respond more positively to content than to advertising. Your website content should include relevant keywords and effectively describe your product or services. Boost your online exposure through published articles and effective PR, and you can increase your chances of educating buyers and generating leads. It’s been shown that buyers respond more positively to articles, product reviews and blog posts than they do to banner ads, pop-ups or other forms of advertising. So it makes sense to follow the trend and invest in more effective content, articles, and a PR strategy that maximizes media exposure.

SEO should be implemented as part of a comprehensive marketing plan. Not only do you want to increase keywords in your content, but it is crucial to develop branding and messaging that is consistent across all of your communications and promotional efforts. Provide value to your target market by presenting educational content that supports your brand in everything from your email marketing communications to your blog posts. As your SEO strategy is developed and implemented, the results should be tracked and adjustments made to increase effectiveness.

SEO Consultants

Most small business owners have their hands full conducting business in their field of expertise; in which case, hiring an SEO consultant makes sense. If you consider working with an SEO consultant, they should have a proven and systematic process for moving your website up in search engine results. They should also have experience in analysis of competitor rankings, keyword implementation and target marketing strategies.

Great SEO consultants don’t rely on just technical know-how and analytics. They should have a solid knowledge of marketing practices such as branding and messaging, as well as great writing skills to incorporate key words effectively. Choose a consultant who will showcase your business in the best possible way, and give you the maximum return on your investment.

Article about SEO Goals

Recently I read a great article, "Business Goals Determine SEO Targets" by Greg Newell from site-reference.com. This article looks at predicting return on investment for SEO campaigns - the number one reason for SEO! It bears repeating this important information regarding targeting your revenue goals and addressing the purpose of an SEO campaign. I really liked this analysis:

HOW MANY CLIENTS DO YOU NEED? You should be able to state clearly your revenue targets and the average annual value a client brings to your business. If you know that, then simple division will tell you how many new clients you need. You should also have a "gut feel" for how many of a hundred people on your website turn into clients. So with that, you should be able to determine how many visitors you need to generate to your site to develop those clients.

The number of visitors required is equal to the number of clicks that are required. The purpose of a good SEO campaign is to increase the number of visitors who are searching for your products and services. Successful SEO creates enough impressions on the search engine results pages (SERPS) to deliver enough visitors to meet the revenue targets.

Getting on the first page of the SERPS generates an impression, or a chance that the visitor will click on your site. Since very few people advance beyond the first page of results, a conservative SEO specialist considers the first page of the SERPS the ONLY place to be and of course number one is best if you can get it.

AOL published information showing that first place in the search results gets almost half of the organic clicks. Second gets 10-15%. Third gets 5-10%. The remaining scrounge around 3-6% but at least they made it to the party. Conservatively, you can estimate that with a well executed SEO campaign, that you will get 5-10% (we'll use 7%) of the search volume. Predictably, you'll be somewhere on the first page of the SERPS. So, if you need 100 visitors, then you need impression in 100/.07 (1,428) total searches.

Once you've established your total search volume to optimize for, you then move into keyword selection. The best is to select a variety of keywords rather than the most popular terms. Remember this: Most of the time it’s easier to rank for many low volume keywords than a single high volume one that equals the same number of searches. Further, lower volume keywords are usually more relevant and more specific to the needs of the visitor. Ultimately, they convert better. You'll also discover that once you know your total search volume requirements, your keywords collectively will meet the search volume requirements without extending into a range that's impossible to optimize for. You can develop a much more practical approach to your SEO campaign.

At LuCorp Marketing we are continually assessing our clients ROI for keywords and target SEO campaigns for that purpose.