So what’s the story with Search Engine Optimization? Why might it be important to your marketing plan? How does it monetize or pay off … you know, drive revenue and pay a return on your investment? How do you determine if an agency is getting the most out of your investment in your business website’s development? Read on; we’ll gladly answer these questions.
First, What Is Search Engine Optimization?
Search Engine Optimization is the process of improving your website (domain) rankings in Web search results. It starts with building a high-performance website that loads fast and works well on mobile devices and continues with adding content to the website, promoting it in social media and, in many cases, enhancing site performance metrics with pay-per-click search advertising (see “Pay-Per-Click”).
You can think of the general process of search engine optimization. or SEO, as an ongoing conversation you have with Google, in which you let Google know you are focused on playing by their rules and delivering value to their customers.
What Does Google Want?
In order to deliver value to Google customers and earn steadily improving search results rankings with the search giant, you have to understand Google’s business model. It’s simple, really, and goes something like this:
When people search the Internet with Google, Google wants them to find what they need or want.
That’s it. When people find what they need, they always come back to Google, enabling the search company to monetize their service by selling advertising. If you truly understand this and deliver value with your website by:
- accurately representing your business, services and products
- sharing your particular expertise with valuable content
- making sure your site functions well, especially on mobile devices, and is easy to navigate
- building a trusted presence with social media engagement …
Google (and other search engines) will pass that value along to people searching for your type of business. It’s simple, but not easy.
How Can Search Engine Optimization Be Key to Your Marketing?
Conventional wisdom holds that word-of-mouth referral is the best way to get customers. Today, this is simply no longer true in 99 percent of business.
It’s true that word-of-mouth referrals are highly likely to convert from leads to customers. But we’ve long since reached a tipping point at which the majority of goods and services purchased in our economy are found and often even purchased online. And this trend will only increase.
The Internet is simply too pervasive, fast and convenient to fail as a marketplace. So, if you want to do business in the truly global marketplace, you have to consider search engine optimization as a cornerstone of your marketing plan and budget.
Ok, But How Does SEO Pay Off?
Here’s a bold statement: If you build a high-performance website for your domain, continually develop it with engaging content, promote it in social media and run at least a modest Google Adwords pay-per-click campaign, you will obtain the biggest search market share in your industry.
The reason we can make this statement with confidence is that almost no one understands how this integrated approach works to turbocharge your website’s good standing with Google and other search engines. So your competitors are working on bits and pieces of the equation, while your efficient digital marketing machine is chewing them up.
In time, this results in all search roads leading your your website. Then all you have to do is make sure your messaging, site functionality and sales processes convert leads to customers … and revenue.
SEO Efficiency = Max Revenue
The key to ensuring the maximum return on your revenue growth investment in search engine optimization is a methodical, integrated approach. A tight focus on website performance, social media engagement and pay-per-click metrics creates a highly efficient machine aimed at delivering your favorite, most profitable customers without spending a dime more than needed. If you don’t think we can deliver, consider this: YOU are our favorite, most profitable customer … and we helped you find US.
To learn more about how search engine optimization can help you sharply increase your revenue from your online presence, contact DigRev for a free consultation today.