SEO is one of the most critical elements of a holistic digital marketing strategy to increase website traffic (and therefore customers, sales, and revenue). It helps businesses connect directly with people who are searching online for the products and services that are being offered by a company. 

It’s a powerful business development tool that aligns your business with customer intent, one that targets potential customers further down the sales funnel because it attracts traffic mostly from people who are in the market to convert.

So, rule number one, you need to be seen to get conversions on your website, don’t wait until your Pay Per Click (PPC) budget gets out of control before thinking about it, SEO = Value and the easiest and most cost-efficient sales are the ones that come inbound organically via your website. SEO puts your business in front of eyeballs 24 hours a day, 7 days per week, 365 days per year meaning more than one prospect will be looking at your website!

If you aren’t being seen at the top of the natural search, your potential customers are spending their money with the competition, in fact its happing right now while you are reading this – 24/7 including holidays, even while people are supposed to be working they’re shopping online. Your website should be bringing in business while your asleep, if yours doesn’t, your money is going to someone else.

About 70% of marketers say relevant content creation was the most effective SEO tactic and around 70% of B2B researchers start with a generic search with conversion rates 10 times higher on search than from social on desktops. Another interesting stat is half of search queries are four words or longer and not including long-tail keywords could mean losing potential leads. Still lazy on content, then this may change your mind, companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0–4 monthly posts. 

So how do you track all this? Here are some KPIs you should be looking at: 

  • Customer Acquisition Cost (CAC) – which is the total cost of acquiring a customer in the organization. If you can show how SEO acquires customers below the company average, you’re winning.
  • Time to Payback CAC – this is the number of months it takes you to earn back the CAC you spent to get a new customer. Again, if you can show that SEO reduces this number, you know you’re doing something right.
  • Marketing Originated Customer % – This ratio shows what percentage of your new business is driven by marketing efforts, a sure-fire way to secure more SEO budget if you can prove exactly how many new customers it’s driving.

Other key metrics such as traffic to your website, number of leads generated, and decreased bounce rates tracked, will keep you honest. Still not convinced you need it, well let’s look at the monetary value each Google ranking gives you in dollars.

Let’s say your website is ranked 8th on page one on Google and it’s delivering 5,000 unique visitors to your website per month.  And let’s say your average value of a website visitor has been calculated at $20, therefore being ranked 8th is valued at $100,000 per month. Now, research tells us that being ranked 4th gets around 7% of Google results page clicks, and #1 ranking gets over 30% of page clicks – 4.5X more. So, the higher ranking means more money, more money means happier stakeholders which means you’ll look like a Rockstar and get a big bonus, all because you hired us to do your SEO. No seriously, but yeh, you should hire us to do your SEO, smart move. 

All of this might sound great, but remember this, unlike channels such as paid search, it can be difficult to give the exact cost and the exact number of leads or revenue SEO can generate. It’s a long-term game, you have to put in the effort with minimal gains at first, we are talking months before you see any results – SEO is not a set and forget tactic, it’s an ongoing program that builds success with time and consistency. 

To conclude, we understand you want to know the why (the value, the return on investment), and the when (how long it will take to see the results and the ROI), hopefully the abovementioned will give you the comfort knowing that by placing your SEO strategy with us, you will get a team that knows what they are doing and will work hard to get you the results.

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