In a previous blog we spoke about the need to determine your ROI (Return on Investment) when considering the right SEO (Search Engine Optimization) or SEM (Search Engine Marketing) campaign. A well proven and accepted practice by SEO experts is to provide clients with a well balanced mix when designing any online marketing plan. A strong, robust SEO plan is the most effective strategy that will get you the best ROI possible and should include organic optimization, relevant links, web traffic monitoring to measure results as well as outsourcing options.
Organic SEO – Studies have proven that users are looking for results that are the most relevant to their search engine queries. When listed organically, a website has a significantly higher rate of attracting the right visitors consistently and over the long term. It’s important to keep in mind that increased traffic alone is irrelevant if potential customers do not find what they are looking for.
Relevant Links – Search engines do not look kindly on links that have no relevance to the content of your website. Increasing your ranking potential will be more successful if both outbound and inbound links directly relate to your website. There is no value to having a site that sells paper products if links take searchers to sites that promote kitchen appliances. The same is true for links from other sites to yours that have no relation to the products or services that you offer.
Monitoring and Measuring Web Traffic – It is absolutely imperative that one understands how potential customers search for the products/services that you offer as well as which search engines they use to get the information they are looking for. By studying analytical reports, web owners are able to make any adjustments to key words and phrases that searchers are using. This practice allows owners to maintain control over their business and more importantly, their ROI.
SEO and Outsourcing – The reality of economics in today’s business world is that owners and managers are constantly looking for innovative ways to reduce or eliminate fixed costs in order to maintain a competitive edge within the marketplace. By outsourcing, companies can focus on core business strengths without having to budget for the high costs of maintaining the specialized skills and infrastructure necessary to keep up with the rapid changes in technologies.
In order to grow one’s business, it is essential that owners and managers find ways to increase their market share in the most efficient manner possible. When it comes to SEO and SEM the three main factors that must be achieved include Measurability, Actionability and Analyzability. Making sure that the above items are included in one’s online marketing campaign will ensure a positive ROI and will go a long way in helping to increase your business’s market share.