After several visits to our existing clients to review the SEO work Fannit is doing for them, three things became very apparent to me;
- Most business owners or marketing managers do not know what strong SEO does to help boost their internet marketing results
- SEO has become a very complicated set of tasks that required full-time attention if your business wants to do it well
- Fannit could do a better job of explaining SEO in simple terms
I hope this post helps you understand how to best use an SEO resource and why the really good ones, like Fannit, deserve top dollar.
What is Great SEO?
Search Engine Optimization (SEO), according to Wikipedia, is the process of affecting the visibility of a website or a web page in a search engine’s (Google, Bing) natural or un-paid (“organic”) search results.
You have all heard the statistics, one of which is that 90% of people who search will click on content that appears on the first page. While I can’t personally speak to the validity of that statistic, it sure sounds good.
And it is this fact that leads most people to believe that ranking keywords is the most important – the only – thing an SEO can do.
But this idea is only partly true. Ranking is important, but there is so much more to good SEO than that. Knowing why you rank, which keywords you rank best for, which keywords you are not ranking for, and how traffic obtained by ranking those keywords in engaging your site is what a strong SEO should figure out for your business.
STRATEGY – Take the Time to Understand Your Business
A good SEO knows that to affect the visibility of a web page, they (and therefore you) must first understand the following about your business.
- Do your prospects care about the content (blogs, press releases, landing pages, etc) you are producing on the internet? Does it attract their attention when they search?
- How often are key terms searched for in the location (city, county, state, country) you are trying to attract new prospects?
- Which content that prospects search for right now is getting visitors to your website(s) and those visitors are engaging your business? (ie. do visitors call you, request more information, request to be contacted?)
DELIVERY – Doing the Work to Make the Right Kind of Difference
If your SEO is teaching you the following about how your website is performing, they are doing 50% of the job they need to be doing. Read on if you want to learn what it means to do 100% of the job of great SEO.
- Do search engines find your site more relevant and authoritative on the content you are producing for your site or page?
- Are the keywords used in all your content attracting the right type of prospects from the right places on the internet?
- Do you obsess too much over ranking and not focus on the marketing and sales results?
RESULTS – Closing the Loop Between Marketing and Sales
The best SEOs (and there are only a few now who do this) will provide you with information about the results a business owner cares about so you, as a Seattle marketing manager, can make decisions on the best strategies. If your SEO does not currently closing the loop with you, they are not focused on the right results.
There are 5 pieces of data needed to close the loop between marketing/SEO efforts and the sales returns those efforts receive.
- Traffic – visitors to your site in which you know the source (organic, paid, referral, direct). More traffic does not always mean better — better converting traffic means better.
- Leads – these are visitors to your site which “convert” to leads by filling out a form to give you permission to contact them or market to them in some form.
- Sales – someone who engages your business and then buys your product or service with money. In the case of eCommerce sites, these are orders. Service businesses may not close a sale in the same month they obtained the lead.
- Revenues – the money your business earns from sales.
- Expenses – the investment you make in the marketing you do. Fannit recommends you track your spend by campaign track the cost of various aspects of that campaign so you can determine how well your investment paid off.
Once you close the loop between marketing and sales, you will be able to calculate your marketing ROI, acceptable cost per lead and revenue per sale. These are key metrics to have if you want to scale your business with the marketing you are doing.
There are so many companies these days who claim they do great SEO and the fact is, there are only a few of us (like Fannit) actually doing it. What is even more disturbing is that most business owners don’t demand it.
Interested in working with great SEO? Contact us to get an inbound analysis of your website and to talk with our SEO about how we can improve your business.