SEO, or search engine optimization, is still a buzzword. If you’re not an SEO expert, you probably either think your company needs SEO but don’t know the first thing about it, or you know you need SEO and think you can do it yourself. But is SEO even the right fit for your company?
I spoke with my friend Tony Tovar, founder of LocalReachPros.com (a specialty SEO company) about decision-making factors and how a company can know if SEO is the right choice when evaluating its advertising budget. Here are some insights I had after our conversation:
Importance of SEO
Search engines have become today’s Yellow Pages. If your company would have paid for a Yellow Pages ad 15 to 20 years ago, you now want your business to appear at the top of search engine results pages. Even B2B buyers conduct research online before contacting a company’s sales team. SEO takes into account your company’s online reputation and overall presence.
For example, if Company A has a great reputation and publishes articles written by its management team on its website, it may have a good ranking for searches. Company B has a great website with all the pieces Company A has, and they also encourage their executive team to write for other websites and be quoted in other places around the web. They also have a fantastic social media plan. Company B will show higher in search.
Google’s latest algorithm, Hummingbird, emphasizes the intention of the searcher. It’s great if you understand your buyers’ intention, but it’s far more important to understand what Google thinks the intentions of your prospects and buyers are. Knowing how to optimize your website, offers and messaging around what Google believes the intention to be will not only save you thousands of dollars in your advertising budget, but it can also substantially increase your lead acquisition efforts and sales.
Some of Our SEO Results
I’ve seen 52 percent more visitors to StandOut Authority after enacting an intentional SEO strategy. It took about six months, but we started seeing a trickle of more visitors within about three weeks of starting our campaign.
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