This is the second part of our online series SEO workshop. If you missed the start of the series or want a refresher, the first part can be found here. Today, we are going to talk about why and when you should invest in SEO for your website.
Here is a quick reminder of the formula we are working through to maximize the efficiency and effectiveness of online sales. It starts with Acquisition moves to Ascension and then the final step is Retention. When you start investing in Search Engine Optimization you are investing in the acquisition of new leads and customers.
What is Search Engine Optimization?
To start making money you need to start acquiring traffic to your website. Traffic on your website provides a source of leads and new possible clients. SEO is the process of making your website more visible in the search results, most notably Google’s search engine.
There are two types of SEO now, local SEO and organic search SEO. Local SEO is focused around your Google My Business page and local search results. A local search result is normally your location + a keyword. An example would be if you are roofing company in Baltimore a local search result would be “Best Baltimore Roofing Company.”
Organic SEO is about ranking in keywords that are searched anywhere in a specific country. While this traffic might be less laser-focused, it provides your website with authority and expands your branding.
So Why Invest In Either Type of SEO?
In 2018, 92% of all online interactions started in a search engine. That means if you want to increase your leads, produce new clients, and start earning money for your business online, it starts and ends with search results.
I know what some people are saying and what even some online SEO companies are saying- “There is more than just local and organic search result.” While that is true, there are clear cut benefits of investing in organic and local SEO.
When done right, organic search is a constant steady form of traffic not reliant on continual investments. Advertisements require consistent investment and the minute you stop investing, the minute your results stop.
Latest trends show that for every click of paid ads on search engines, organic results will get 8.5 clicks when in the first position in Google. Users have learned to skip over the ads section and hardly click on paid ads anymore. In a recent survey, 95% of users claim to prefer to click on organic results over paid ads.
Organic SEO is a more stable long term investment for companies. When done correctly, local and organic SEO will provide stable and long term results.
When Is The Right Time To Invest?
We get this question all the time, “Should I invest in SEO or my website first?” This is really a chicken before the egg type of question but much easier to answer. It is smart to invest in both your website and SEO but when push comes to shove or there is a budget restriction, you should invest in SEO first.
Here is our reasoning and remember we offer both web design and SEO services so we are less biased than most when answering the question. If you invest in your website first with a new design, logo and layout, it may look great but more than likely will not get traffic or the website may convert poorly and you will have wasted a lot of time and money.
If you start with SEO and get people to your website first, then you can start to do split tests, find out what converts or what doesn’t, and start to upgrade or tweak the website. After having steady traffic you will have a better idea of trends and what works to mold your new website redesign and get it right the first time.
So long and short it is 100% worth your time to invest in SEO and it should be one of your first investments when you are trying to build an online presence/brand. Next, we are going to chat about another form of customer acquisition before moving on to converting your traffic and new leads.
As always if you want us to take a look at your website and give it a free audit you can sign up here.