Search Engine Optimisation helps your business
It's official, Search Engine Optimisation benefits your business. Hold the phone! What? You're serious?
Okay, I'm being facetious. I think we all know that SEO is important. But, the big question that most of my small businesses clients ask is "how does it benefit my business"? And how can we unlock this value in an affordable way?
Organic Search has lower cost per acquisition
Improving your organic search performance through SEO is a good way of achieving sales at a lower cost.
Let's get into the mindset of a profit-focused small business for a second. Most small businesses aren't so much interested in selling more, as they are in reducing the cost of each sale (thereby increasing their margins).
By improving your rankings in the SERP for keywords which you have identified as contributing to Sales, your website is more likely to be visible (versus competitors) and therefore visited. The more visits you get for these keyword searches, potentially the more sales you will make reducing the cost per sale.
Traditional marketing doesn't offer this kind of return as typically each 'communication' has a cost attached to it. Whereas, SEO can (and should) be an ongoing part of all of your online content generation. This allows you to spread the cost.
Marketing investment - tough for cash poor businesses
Most small businesses operate in an endless cycle of cash flow management: pitting revenues against expenses with a constant - almost daily - beady eye on their profit margins.
As a small business owner, choosing which marketing activity to spend your hard-earned dollar on is tricky. Particularly if you need to realise profits quickly.
Unlike larger businesses, most small companies don't have dedicated marketing budgets (SEO or otherwise) to spend each quarter. Marketing investment is based almost exclusively on profits already released from past sales or from a line of credit (to be repaid on the promise of short-term profit gains from the sales the activity generates).
So where does, the usually longer-term, SEO for small business strategy fit into this picture?
Search Engine Optimisation adds to the bottom line
Search Engines are now arguably the most influential online channels that exist (the exception being possibly certain channels in the tourism sector such as tripadvisor.com). It is not at all uncommon for small businesses to attribute 70-80% of website visits to organic search.
By that reckoning, SEO must benefit your profits. But how? There's the fairly obvious maths that if 80% of your site traffic comes from organic search, then a big chunk of your online sales will too. But you can also get smarter by using attribution modelling.
Attribution modelling to benefit SEO
If you analysed the last 6 months of your online sales data using attribution modelling, you would likely see organic search featuring in several of the touch points leading to each sale.
The diagram below is an example of how you can use attribution modelling in Google Analytics to identify the specific touch points that Organic Search affects in the buying process. In this example, Organic Search (top row, left hand column) has been the final interaction that closed 9,565 online conversions compared to Email (row 6) which drove only 89.
The bottom line (forgive the pun) is that by analysing this data, we can better understand the combination of search queries that lead to a conversion (be it an enquiry, a booking or a financial transaction).
Once we understand this, we can begin to focus our efforts on optimising the keywords that drive sales.
Increase your profits with SEO
Search Engines strongly influence every stage of the buying process - researching (and local search), prospecting, comparing companies, purchasing and repeat purchase activity. The adage, 'if you can't be found in Google, then you can't be found' is becoming increasingly true.
Luckily, with some smart thinking and a bit of forward planning, you can use SEO to help you not only be found, but also sell online at a lower cost.
My Online Sales Booster Packages and SEO Packages will help your business do
more business online.
| || |
Author: Laurie Turnbull