Making the Case for Your SEO Investment


Smart business relies on wise choices.  Investing your money in a way that brings a great return.  So, you might be a bit hesitant to swing a chunk of cash into SEO.  That’s understandable, but when it comes right down to it, SEO is one of the most important investments you can make for your business.

For your business to be successful, you need to be able to reach your customers.  More traffic means more conversions, especially when you do it right.  The thing to remember is that SEO strategies are evolving all the time.  The top tips for last year will require more time and money for less of a return.  It can be a full-time job to keep up with the current trends so that you can keep your company on the first page and make it stand out from the crowd.  This is why investing in top notch SEO services can mean the difference between treading water and seeing growth each quarter.

Just to get an idea of what your SEO company will actually do for your bottom line, let’s take a closer look at some of the steps and details involved.  Search engine optimization is all about building bridges to reach your customers.  Some of the basic tools for this are email marketing campaigns, affiliate and display marketing, and pay per click advertisement.  And of course there’s the natural search.  It’s free, but if you rely on this alone, it will take more time than you want to spend to boost your site ranking.

In previous years, you could trick the algorithms a bit with black hat techniques.  Cloaking, keyword stuffing, etc.  These days, though, you’ll get penalized for using these tactics, so the approach has to be adjusted to match.  Link earning, content marketing, and on-page optimization are the way to go.  These tactics help to get your site ranking for popular search terms, especially buyer intent keywords which customer will enter when they’re ready to make a purchase.

The first step in optimizing your site is to do an SEO audit.  This is a thorough review of your site and analytics to understand what search terms are leading to traffic, leads, and conversions.  It lets you explore your strengths and weaknesses and see where improvements can be made.  Plus it gives you a list of the keywords that you’ll want to optimize your site and content around.

After the audit, you can start looking into the actual numbers, into what kind of returns you can expect for your SEO investment.  The first thing to keep in mind is that you’ll get more bang for your buck by focusing on Google, at least in the current climate.  While there are lots of other search engines out there, Google currently accounts for nearly 90% of web searches.  This may shift up in the future, but an experienced SEO company will know that you can get a lot more traffic and conversions more efficiently by narrowing the focus.

So, once you have a list of the terms that bring in the most customers and conversions, the next step is to look into how many monthly searches are made for each keyword or phrase.  Thankfully, this is made easy with the Google Keyword Tool.  You’ll have to consider the location of your demographic.  Are you connected globally or locally?  Enter the desired location and the key term, and then select exact match, as you want to search for the term itself, rather than something close to it.  Then search, and you’ll get a report of the average number of Google searches made for this keyword in a month for the area you specify.

Next, you want to consider the click-through rate.  Since the figures relate to total searches, only a fraction of them will result in a click-through to your site.  A major goal of SEO is to improve this click-through percentage for your site.  Consider how many conversions you would like to see, and then use this to figure out what percentage of these monthly searches you would like to see for your site.

Obviously, the very first ranking is going to get the lion’s share of click-throughs, anywhere from 18% to 52%, depending on how specific your niche and area are.  This is significantly higher than the CTR for even the second ranking, but you can boost your percentage with rich snippets and improve conversions by optimizing for search intent.  Look into the typical click-through rate for each of the top ten rakings in Google.  Multiply the percentage of each ranking by the total monthly hits, and you’ll get some numbers relating your ranking to monthly site traffic.

Now you can move on to the final step, which is to create some figures reflecting how SEO and rankings impact your bottom line.  The initial audit will give you a clear idea of the percentage of conversions you’ll get for each key term.  Factor in your site traffic projection for each range, and this will give you an idea of how many conversions you’ll get each month for each ranking position.  Multiply this by the average order or lead value, and you’ll get a dollar estimate.  And this is where you can really see how SEO impacts your profit.

This may sound a bit complicated at first, but it’s actually easier than you think.  Have a peek and see what it will mean for your company to outsource SEO to the pros.

If you have any questions, or you’d like to get an SEO audit to get started, feel free to contact us.  You can also visit our site for a free tool that lets you check how optimized your site is for each keyword.  At Local Web, we’re dedicated to providing top of the line service for all your SEO services in Sydney and beyond.

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