The ‘art’ of SEO is discussed a lot… but the main issue that is often avoided, which is: ‘is it worth it?’ In this article we tackle this question and offer up the five biggest mistakes you can make when thinking about SEO.
1. YOU NEED HELP GETTING TOP FOR YOUR BRAND NAME
As long as your domain name has your brand name in it (and most of the time, even if it doesn’t) and your brand name isn’t completely generic (i.e. all the words in it are commonly used) then you will rank top or in the top 2-3 for it pretty quickly and stay there.
You don’t need anyone’s help to achieve this (nor should you give credit for it).
2. PPC = EXPENSIVE; SEO = CHEAP
If you’re spending £300 a month on Search Engine Optimisation, then it needs to pay off for you, on a monthly basis. then it will have to drive the right amount of visits to the site incrementally per month to make the investment work.
Too often, this aim isn’t really achieved.
3. SEARCH ENGINE OPTIMISATION COVERS ALL THE PHRASES
Often you’ll focus on one or two keywords in order to evaluate whether SEO is working or not. Often these will be higher trafficked phrases.
For most online operators you want to cover 1,000+ keywords. For a SME, if a SEO supplier did a really good job they could, perhaps, gain first page for 5-6 phrases.
Maybe over time you could get to positions 1,2 or 3. However, they’d still only be covering a fraction of the overall searchers and opportunity out there.
4. SEO REPLACES THE NEED FOR PPC
Any profitable channel to market is worth continuing to invest in and each requires scrutiny. You need to measure both in the same way – so even if you are successful in natural search (SEO) and you are also successful at converting these visits… then this is a green light for you to also spend on PPC. The metrics should still work for you.
5. GETTING TOP MAY NOT BE PROFITABLE
The biggest mistake you can make is to think that getting to position 1 or 2 is therefore a success. Be very careful that you know (or can estimate):
Too often, both in Google and other sites, you will be shown the top of pages that no-one sees.
Finally, we’d just add that SEO is not necessary if you don’t want to do it. Don’t get lulled into believing that you need SEO unless you are sure that you have the capacity to invest in it and are sure that your site delivers enough opportunity and revenue to make it worthwhile.
As with all marketing, don’t spend unless you’re confident of a greater reward!
Driving traffic with no clear understanding of revenues or profitability
Intent led, tracked and accounted for profitable marketing spend
An unsteady flow of low-quality enquiries yielding little business
Motivated enquiries, in the buying cycle, who fit your ideal target market
Business critical tasks relying on staff time, subject to user error
Make processes more efficient, thorough, predictable and measurable
I spend most of my development budget fixing errors and bugs
Fast and reliable cash-generative e-commerce and lead generation websites
My organic traffic is not translating to the bottom line
Rankings with purpose, targeting your converting keywords
Dated branding which doesn’t match the quality of your business
Modern, digital, flexible brand, guidelines, messaging and identity
Low resolution homebrew quality with little impact
Short, sharp videos designed specifically for the right media channel
Marketing visuals that fail to engage your audiences
Smart, precise imagery demonstrating design with purpose
Lack of regular contact with previous customers and clients
A clearly segmented customer base with fine-tuned strategies for repeat business
I have analytics, but it doesn’t help with our decision-making
A connected analytics layer providing confidence in tactical and strategic marketing work
Vaguely written aggregated words with little meaning
Refined, considered and targeted persuasive copy with calls to action
Finding it a challenge to come up with quality ideas and engagement
Well-considered, precise, relatable and polished content
Occasional ad-hoc generic email communications
Focused varied marketing content, adapted to suit customer profiles
A store where most of your budget fixing bugs and maintaining
A store where the stock, turnover, margins and yield dwarfs the marketing spend
Leads and customers are mainly in spreadsheets and inboxes
Win and retain more business by selecting the right CRM and systems