As a business owner myself, I really enjoy teaching others how to tap into the power of search engine optimization (SEO) and how it can help businesses, small, medium or large, put their website to work for them. When Connect.Data.com, a Salesforce.com company, invited me to discuss this topic in an hour-long webinar on Thursday, August 25, 2016, I was very excited to participate. In this article, I talk about why it’s important to invest in organic (aka natural) SEO and how you can use it to dramatically boost sales from your online marketing efforts. Make sure to view the complimentary recording of this session, which is called SEO Tips and Best Practices for Small Businesses: What is Working Today and How for additional tips and best practices:
So Why Should You Invest in SEO Again?
If you’ve watched the recording of the webinar, then you surely know by now. The short answer is so you can make money or save money. Did you know that over 140,000 new websites are created everyday? You’re competing with a lot of companies and you want your business to be visible and stand out in Google searches. Applying SEO principles can help you do that and there’s certainly money to be made through SEO as you’ll see from the examples below.
There are two ways to approach search engine marketing (SEM): you can either pay for advertisements through pay-per-click (PPC) or you can drive traffic to your site organically. I’ll briefly explain these two business models.
You can invest your hard earned dollars on a PPC platform such as Google Adwords. You’ll create ads that will be shown above or below the organic (or natural) search results on Google’s search engine results pages (SERPs). On average, 2 out of 10 people will actually click on the paid search listings. Whenever someone clicks on your ad, you pay a certain amount based on the value of the keywords and phrases your bidding on. So essentially you’re paying for visits.
Let’s look at an example of how PPC works using the car insurance industry. If you type “auto insurance quotes” into Google, Geico has a Google AdWords listing at the top.
If you want to see where the bidding price for that particular keyword starts, then you need to head over to Google Keyword Planner, which is part of Google AdWords. You’ll see that Geico is willing to pay a whooping $51.53 per click. This is the price where the bidding starts. More likely, Geico is spending $55-60 per click:
That may be fine for a company the size of Geico, but if you operate on a slightly smaller marketing budget than Geico, that’s most likely going to be out of your financial capability. But don’t worry, there is another way.
You can drive people to your website via organic searches using SEO strategies instead of paying for ads. Organic SEO will take a bit of time but as I explained in the webinar, it’s well worth it. As you can see from the Google Analytics screenshot below, one of our clients originally had 314 organic Google search visits per month. After we implemented an SEO strategy, the number eventually increased to 3,567 visits per month. That’s a 1,100 percent increase in organic search traffic in 3 years:
Not only did we help this client improve organic search traffic from Google, but there was a direct correlation in dramatically boosting sales from people increasingly finding the website on Google. Year-over-year, online sales directly related to Google search traffic increased by over 200% as you can see from the screenshot below:
If you’re like me and don’t have tons of money to spend on PPC, you want to invest in organic SEO so you can save money by driving traffic naturally to your website, increasing your visibility, and ultimately boost sales. It works but it does take time. You’ll need to be willing to invest at least 4-6 months into an organic search engine optimization project.
SEO Connects the Dots
Your business has a digital footprint. Every time you add a new page or document to your website, you’re leaving a digital impression. To maximize your investment in content development, you want to give Google all the information it needs to find and connect all your web-related sources. All digital sources like Facebook, LinkedIn and Twitter, are accounted for in Google’s algorithm. SEO helps connect all these dots and link us to potential buyers.
The Magic is in Applying Keywords to Your Content
Keywords help Google connect the dots. By using tools like Google Keyword Planner or Google Search Console to research what terms your potential customers are already using to search for your product or service, you can develop a highly streamlined and effective SEO plan.
Search Engine Optimization Training
We offer a variety of affordable SEO packages and I invite you to request a complimentary quote. However, I encourage you to learn SEO and to give it a try. It’s a lot of fun and very rewarding. We offer in-person and online SEO courses and we share our entire methodology and also our process templates. You’ll learn how to do keyword research, how to put the keywords to work, how to optimize your website from a technical and functional standpoint and much, much more.