How to Boost Profits with SEO
September 15, 2016
If you are running a business you naturally want to maximize your profit and to do that you will need an online presence. In the past you could easily get by with a simple website but things have changed and if your website is not on the first page of Google for your targeted keywords then you are missing out on sales, sales that are going to your competitors.
Making Sense of the Numbers
Google is the most successful search engine in the world and based on their research the majority of consumers will search online before they purchase a product or service. They will typically purchase that product or service within one (1) day and will base their buying decision on the first page results on the search engine. Based on this information if your website is on the first page then you would be receiving more traffic and sales but your website is not on the first page otherwise we would not be speaking right now.
Understanding the Difference Between SEO and Website Design
The person who built your website did a good job however building a website and making it search engine friendly are not the same thing. Google has an algorithm that ranks a website based on what the person is searching for, the more "relevant" the website content the higher it will rank. Google has a set of rules that the website has to follow in order to rank well but these rules are in a state of constant flux primarily due to people trying to "game" Google by using Web Spam. In order to be competitive you will need to hire a website designer who also has experience with search engine optimization (SEO) but the challenge is not all of them are created equal. Before we go over the steps you should take to start sourcing for SEO support we need to look at the reasons why you need it in the first place.
It Pays to be Number 1
Circling back to the start of our conversation where we talked about consumer buying patterns when searching online we should talk about the long term benefits to your bottom-line. If you are running a local business, then the need to be on the first page of Google is even greater. Consumers typically only search for something if they actually have a pressing need for it and that "need" is what will motivate them to buy however if they cannot find what your business sells you are losing money. Since the majority of consumers do not know the name of your company they will not search for that but instead focus on keywords related to what they want. If your website has been properly optimized, then it will come up on the top of the search results. You can find out in any given month how many people in your area are actively searching for the products and services you are offering. With that number you can then calculate roughly how many sales you could be making on your average conversion rate. A conversion rate is the total number of potential customers compared to those who actually buy from you (this is something the SEO firm can help you with and we will discuss later). Now that you know what the conversion rate is you can multiply that by your average sale amount and that gives you an idea of how much money you are leaving on the table each and every month you are not in the top space!
Finding the Right SEO Partner
In this section we are going to get to the "meat and potatoes" of the conversation. As a business owner you have to juggle your cash between expenses and assets. The power bill is an expense however your website can be an asset. You are probably wondering how the website can be an asset, it can generate revenue for your business provided prospective customers can find it.
What you will need to do is go back to that calculation of the total amount of money you are losing each and every month your website is not on the 1st page of Google. Take a moment and think about how much of your profit would you invest to capture that revenue, 10%,15% or more? Each niche has different margins but when it comes to SEO you have to treat it as an investment. When you make a good investment it will reap benefits for quite some time to come. The challenge for you is to select the right SEO partner and we have come up with suggestions that you should incorporate in your screening process.
- 1. Where is the SEO firm located and do they do all their own work? There are some SEO firms that are located overseas. While they may have the technical skills they will never understand the mindset of the domestic customer like a local firm can. Also make sure the firm does not outsource their SEO work to 3rd parties located overseas.
- 2. How knowledgeable does the rep from the SEO firm sound? If the rep is not able to explain things to you in an easy to understand way, then they don't fully understand the process. They should be able to give you a comprehensive plan of attack and forecast your projected return on investment. The SEO firm can't guarantee results and if they do guarantee results you could be dealing with an unethical firm.
- 3. Does the prospective SEO partner have demonstrated success in your niche? This is a vital question to address, each niche is different and you need to be certain the one you do align with is capable of producing results.
- 4. Price is what you pay but quality is what you get! This is an adage from Warren Buffet but it holds very true when it comes to SEO services. You may think that the lower priced solution is a bargain or the higher priced option is going to generate better results. The truth is the only way you can measure the suitability of the firm is by looking at the results they have produced in the past and trust your gut.
Take a look at our Edmonton Search Engine Optimization services. Getbestseoresults.com provides SEO services to all Canadians.