Why SEO Matters !!!
Every client likes to save money while getting great results from search engine optimization. But by always looking to save money on SEO, you’ll take your eye off the more important issue of intelligently allocating your marketing budget across various tactics, of which, SEO is often the most cost effective.
SEO isn’t simple or easy. Google itself rates websites based on over 200 ranking criteria – and keeps tweaking the algorithm constantly, up to 600 times in a year.
So if an ‘expert’ takes one look at your site and quotes you a “complete price” for SEO, run for the hills (or at least exercise extreme caution). Sure, they may fix some glaring weaknesses, or help you pick the low hanging fruit – but deep and lasting SEO is about a lot more than that.
Simple ‘Gold’, ‘Silver’ and ‘Bronze’ packages don’t work for SEO. SEO isn’t something you install or plug in to your website. It’s not a ‘one-time’ operation. Good SEO is a process. Research and planning are critical components of it.
Analogy #1: SEO Is Like Buying a Car, Your Price Will Match Your Needs
Susan asked me, the SEO Engineer,” I still want to know what it will cost to get my site optimized for search engines”. How much does SEO cost?”
I asked her, “How much does it cost to buy a car?”
Susan was a little confused. “Why, that depends.
“Exactly” I said. “The price you’ll pay for a car will depend on the make and model, its size and purpose, where you’ll drive it, and with whom. A sturdy station wagon for your family will be priced differently from a sports car you want to show-off!”
SEO services also range in price depending on what you want from it. The best SEO strategy begins by evaluating needs and problems of your prospective clients. It then deploys SEO as a magnet to attract only the most relevant leads out of the vast ocean of online Web surfers.
Setting up your website to do this effectively and well isn’t easy. Building laser focused landing pages targeted at sub-segments of your audience can draw a flood of relevant traffic that converts nicely into customers. But getting this right takes time and resources.
There’s nothing “turnkey” or “standard” about this kind of SEO. You can’t buy it, install it, and sit back. It is dynamic and constantly evolving. The ranking signals are in constant flux, and are impacted by various external factors, not just on-site ones.
Analogy #2: SEO Is Like An Iceberg, Mainly Hidden But With Massive Impact
It is said 90% of the mass of an iceberg is under the water, hidden from view. SEO is just the same.
While you might see only the attractive top ranking on Google as the impact of your SEO, there are a hundred unseen elements at play, all working in concert to deliver the collective impact of intelligent optimization.
Like icebergs, SEO has some serious risks to balance the great opportunities it creates. Boats, ships, cruisers and even ocean liners have run aground on hidden rocks under the sea. And countless businesses have paid a steep price for wrongly executed SEO campaigns.
SEO is well known to be one of the most cost-effective forms of marketing. For this reason, SEO should have a larger budget. Yet even after Web analytics data prove beyond doubt that SEO is the absolute winner at driving more traffic, many companies pay little attention to it.
Analogy #3: SEO Is Like a Dam – Open Flood Gates & Traffic Just Keeps Flowing
Dams across massive rivers store water. Think about search engines like Google as huge dams that store your targeted visitors, and your listing on SERPs (search engine results pages) as holes in the dam. Punch enough of them, and you’ll be drowned in a flood of traffic!
That’s a great reason to start optimizing your website right now – and not take it in small steps, but go for a massive overhaul. No matter what niche you are involved in, there are ‘evergreen’ search phrases with the potential to drive a large amount of traffic to your website for years. And this traffic is free! It will continue without any dent in your ongoing or proposed marketing budget.
An extensive e-commerce website with thousands of products for sale will have prospective buyers with totally (or at least slightly) different tastes and needs. Optimizing your site for each of them is important. The text on your site, the visual appearance, the products and services you present to them – all need to fit into the concept of an “ideal solution” that your visitor has in his or her mind.
If you add value to their lives based on uniquely individual needs, you will boost sales.
SEO is about becoming a detective, a hunter, an explorer. You’re out looking for opportunities hidden inside the psychology of your prospects and customers. This is a mindset that’s totally foreign to an IT manager, server administrator, programmer, Web designer or other technician. If you want to put food on the table, hire a hunter!
Article has been modified and reproduced here. Original author is Trond Lyngbø