Are You Considering SEO?
SEO is the buzz word these days and the growing number of businesses using a professional SEO is staggering. An estimated 8 billion dollars will be spent on search engine optimization in 2016 alone. This is almost double over the last 3 years. Why so much? Obviously big corporations like Coke-a-Cola wouldn’t spend a ton of money unless they saw a need and return on such an investment. Let’s take a closer look…
What Is The Value Of Driving More Traffic?
This would depend greatly on what “niche market” you are in, but for the most part, if you are on page one in a google search, than you are getting a piece of the pie when it comes to traffic. How much of a piece? I will put a graphic on the right to show the click percentages you can expect based on page position. One position can meant as much as 17% difference in clicks. If your sales are valued at $1,000.00 per customer, than you can see how much one position can make or cost you in revenue earned. This is crazy to think about if you are a surgeon and perform a higher dollar cost service.
Let’s do a little math here. Let’s say your lifetime value of a customer is $1,000.00 (this is conservative for most service niches). Let’s say 100 people search for a term that relates to your business like “online marketing Portland”. This will typically be a “buy” keyword where people are being fairly specific. If 300 people are searching that a month and you are in spot number 10 on page one, you can estimate gaining 2.71% of that traffic or 6-9 clicks. Now if you website is optimized properly, you can expect to close roughly 10% of those clicks. Meaning roughly 1 new customer a month or gaining $1,000.00. Most professional search engine marketing companies will offer getting you ranking on page one in 6-7 months of work. If they charge $2,000 a month ($12,000 over 6 months) you would at first think this is in no way worth it. The skilled professional business man will see that this is more than worth it as these are worst case scenarios and yet still good numbers and here is why.
If you pay $12k to an SEO to get you to page one and your numbers applied to the above example, how long would it take you to break even in return? Answer, 18 months (6 months to get to page one, 12 months getting the clicks to gain $12k in customers). Now generally when an SEO does his work properly, your rankings will likely stick for years. So this income does not stop. Also, what investment can you buy where you get 100% return in 18 months????? Exactly, you don’t have one. Now, this is all based on if you only reach the 10th spot on page one. What if you happened to get to spot 8 or 7 or even higher? What if you kept paying your SEO a few extra months to push you higher? If you could hang on 2 more moths to get to the 4th spot for your term, would it not be worth it? Absolutely! from 10th to 4th is a difference of just under 3X. This means that instead of closing one new customer a month, you are now more likely to close 2-3 customers a month ($2,000-$3,000). You can do the math here on your own, but if you can see the value than you can see why SEO is looking at going well beyond 10 billion in sale for 2017. These numbers and value are staggering and this is just based on a basic business.
Finding A Great SEO
There are a few specific ways to find a great SEO. Here are a few:
- Ask a company who is ranking #1 for tough terms who they used.
- Google something like “your town SEO” and pick the top 3 to interview.
- Search Youtube for SEO videos and find people in your local area.
Here are a few DO NOTS when looking for an SEO:
- DO NOT go with the cheapest (you will get what you pay for)
- DO NOT try and do it yourself. Getting a penalized site may cost you your entire online presence. Bad SEO is worse than none at all.
- DO NOT trust someone who cannot show your rankings or terms they have ranked for. So many claim to be pros but the proof is in the pudding!
This was really fun to write and I hope you found this article helpful. Please leave any comments below!