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Whether you’re a startup or a marketing director in an enterprise, I am sure you’ve heard about Search Engine Optimization as an online marketing solution that helps in business growth. If you ever wondered how you’re able to find relevant products and services when you search for something on Google, Yahoo or Bing (or any other SERP for that matter); the answer is SEO. Today, if you want to ride the tide growing your business significantly, you have to digitize your business and then take help of organic search (SEO) and SEM marketing solutions that can help you establish a strong virtual foothold online.
To put it simply, if you have a brand/product/service that you wish for your customers to find online, you need to appear in their search results. In order to do that you also need to fight off your competitions and other search results that already exist for those search queries and claim the top position for your business. The more you show up for search queries the more eyeballs your business generates which in turn leads to higher chances of conversions i.e leads, sales, traffic, etc. thus impacting your bottom line positively. This is the power of SEO. And SEO as a service is easy to access but difficult to master which is why there are so many fly-by-night companies that crop up and then disappear as quickly as they come. SEO for businesses is so popular and the demand is so high that these days it's virtually impossible to think of running a successful business without proper SEO solutions in place.
While search engine optimization can be done for any search engines like Google, Bing, Yahoo, Yandex, Baidu etc., market research combined with consumer behavior dictates that Google controls around 85% of the search market share in the world. While localized search engines like Yandex and Baidu are used more prominently in Russia and China respectively. But unless your business solely focuses on consumers residing in Russia or China, you should look towards marketing your business on Google to get the best reach and market share for your business.
Search Engine Optimization typically works across two primary areas - the Onpage and the Offpage. Onpage SEO handles all of the technical and website related items that need to be analyzed, implemented and monitored regularly. These include but are not limited to:
Website SEO Audit Checklist and Implementations
Keyword mapping and implementation
Website and Blog Content optimization
Page and Site experience
Conversion Rate Optimization
Off Page or Off Page SEO covers all content, listing and link building activities that include but are not limited to:
Profile & Citation building
Content Repurposing & Sharing
A successful SEO campaign needs to incorporate both these components together with the right strategy. If you do one but not the other you would only be limiting your true potential for actually succeeding with SEO.
It is a common misconception that the primary result or goal of SEO is to drive revenue. As business owners, of course revenue and ROI are the key matrices that determine the growth or decline of their business but, it is very important to take a wider perspective while evaluating SEO results if you truly wish to appreciate the value of SEO.
There are 3 main parameters that we often recommend our clients to review regularly.
The beauty about these 3 parameters is that they all are connected to one another and you can’t have one without the other. For instance, keywords are the first thing that starts to index and then rank for any given website when SEO is initiated. Some keywords take longer to rank while some take less but it is usually the first thing that starts to reflect in the first 3 months.
Traffic of the website, especially organic traffic tends to increase on the basis of the keywords that rank on different positions on the search engines. While it is true that the more keywords you have on page 1 of the search engines the more traffic that you stand to receive, but the volume of traffic also depends a lot on the search volume of the keywords as well. For instance if your website has 10 keywords on page 1 with each keyword having an average search volume of 500 searches a month, then your average organic traffic that you can stand to receive would be anywhere in between 1000-5000.
Therefore it is crucial that the keyword selection at the start of the campaign is done with extreme precision and understanding.
Being in the industry for over 20 years and having worked with over 2500+ customers across different verticals, we have been able to deduce a tentative timeline and structure for SEO results. While going through these specifics it is important to note that the starting position of a business website also plays a significant role in some of the progress rates.
When it comes to SEO we follow the following approach that helps us achieve strong performances for our customers.
Month 1 In the first month we like to dive deep into data and technical aspects of the website that gives us an initial set of information which we use to create our strategy for the next 2-3 quarters. Month 1 typically includes but is not limited to:
Website SEO Optimization
Competitor and Keyword Research
Backlink and Content Audit
Web Page Content Creation and Optimization
Month 2-6 Month 2-6 is usually where we go aggressive with our content marketing and link acquisition efforts that help us push for organic visibility and traffic. In this phase we typically aim to achieve at least 60-70% of the organic results. Some of the actionables during this phase revolve around the following:
Content creation and Marketing
Link-Building and Outreach
Content Repurposing and Sharing
Competitor based link acquisition
Quarterly Growth Map and Measuring success against it
Month 6+ The 6th month mark is usually where we have a strong grasp in terms of results and we review the lead and lag indicators of the campaign to prepare the strategy for the next 6 months. It usually starts incorporating a more targeted approach where in one-half of the campaign continues to focus on the awareness stage of the marketing whereas the other half is focused on optimizing the user behavior and conversions of the website to improve the conversion rates as well.
Keyword Cluster Targeting
Google Knowledge Base Preparation (where applicable)
Citation Monitoring and updates (as and how required)
Performance based strategy updates
Conversion Rate Optimization
A Luxury Jewelry Equity Lender Company
A Local Mattress and Bedding Brand based out in Miami
A Cosmetology Brand with multiple locations in US
SEO is like a train. It needs a lot of energy, effort and time to start moving at full speed and when it does, then you reap the maximum benefits of it. If we don’t pursue this during the initial stages thinking that it is taking time then all the effort and resources tend to go to waste. Yes, SEO takes time but the value - be it in terms of traffic acquisition or visibility or quality of conversions, is far greater than any other channels out there.
While there are numerous of channels available to promote your business, SEO is something that aims for long-term success.
Organic SEO is one of the most cost-effective strategies of improving your website's visibility and Google rankings, and can position your brand right in front of your target customers, whenever they're searching for businesses just like yours.
Even though it takes more work at the beginning, organic clicks are free, and won't cost you a cent (unlike PPC).
Once you've achieved solid rankings from your SEO strategy, you should expect to see long-term and sustained results.
Your website is visible to potential customers whenever they search for some of your keywords, whereas PPC ads will stop showing up when the budget runs out.
Organic SEO usually implies more stability. Your rankings should stay relatively consistent especially if you optimize your website with SEO-friendly techniques. On the other hand, PPC ads can fluctuate much more depending on your competitor's campaign strategy as well as your daily budget.
When it comes to running and managing PPC ads, you're going to be inclined to spend your daily budget mostly on irrelevant or "lower quality" keywords to drive conversions as fast as possible.
This is usually the case for companies working with restricted marketing budgets. But when it comes to SEO, you can produce content that targets every single stage of the funnel without having to pay for every click.
SEO is more cost-effective than PPC in the long run since the costs involved in working with an agency typically stay very similar even though traffic and conversions grow. This is not the case with PPC since you are paying for every click.
Google's organic results draw more than ten times the number of clicks than PPC results, according to a study. That means you reach a higher volume of traffic to your site without stressing about ad spend.
If you are looking for a free SEO consultation, feel free to book a call today!
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