- Written by Erik Kritter
Search engine optimization (SEO) is the process of increasing a web page's placement on a search engine's organic (unpaid) search results. Generally speaking, the higher ranked listings on the search results pages get more visitors. More visitors to your website is just like having more visitors to your store.
"Starship Drive Systems, Inc." sells" flux-capacitors" and competes in the global marketplace. There are 50 different competitors who also sell "flux-capacitors". The #1 search engine in the world is Google. Google's results pages have ten listings on each page. 80% of people who search don't look past the first page of results and the "Starship Drive Systems" listing is the first result on page two of Google's results for "flux-capacitors". This means that 80% of the buyers they want are never seeing their listing. In fact they know that 42% of the people who search for "flux-capacitors" go to their biggest competitor who has the #1 spot on page one. They are loosing business because of how they rank.
They can't let this continue, so they begin an internet marketing campaign using SEO to increase the traffic to their website.
- How search engines work.
- What people search for.
- The actual search terms (keywords) typed into search engines.
- What searches are preferred by the target market.
Less than 10% of SEO is done on your website. The biggest thing for on site SEO is to make sure your site has great content! Of course it is difficult to write a unique article about how great your "bookkeeping" service is. The main part of making it great is to make sure that your site quickly and briefly answers every specific question a customer has without making them search for it. You also do not want to make them sift through a bunch of stuff they do not care about. The geeky part of on site SEO consists of choosing the right keywords and properly positioning them without stuffing. Also, in making sure your website is easily indexed by search engines.
The remaining 90% (the external part) consists of getting links and citations from other websites that are relevant to the key words you are targeting. The best external websites are ones considered authoritative & respected by the search engines. So first you have to identify authoritative & respected websites that are relevant to your key words. Next step, get them to link to you.
Depending on your industry and target market you can expect to spend at least $1,000 per month to achieve and maintain a high position in the SERPs (Search Engine Results Pages). Some businesses spend a little at $500 per month, others will spend thousands per month. It is not uncommon for a national brand to spend tens or hundreds of thousands per month.
The reason they spend this much money is simple. It is worth the money.
If you have an existing marketing budget and are seeing decreasing returns from your advertising you probably want to consider SEO for your website and shift some of those advertising budget dollars to a more productive use. Take a look at your return on yellow pages and newspaper ads. I will bet they are not showing nearly the return they did in years past.
SEO is not an appropriate strategy for every website. Depending on your site's goals, other marketing strategies can be more cost effective.
If you think you might be interested in doing SEO for your website, give me a call at (540) 420 - 5998.
What is it going to hurt? The phone call is free.