SEO AS A LONG-TERM INVESTMENT
In order to have success online, you need a strong digital presence. Most of the time, this requires a high Search Engine Optimization (SEO) ranking.
CONTENT MATTERS FOR SEO
Content is the most important component of a website. It’s a combination of onsite and offsite links with information that goes to and from your website. This enables website visitors to engage (potential customers) by making it easy for them to find what they want in as little time as possible. This starts from the time they access your website to the time they gather the information they need or make a purchase.
Interesting and useful content allows visitors to learn about your businesses products or services so they can make an informed decision to contact you about working with your business. Good content also communicates your brand competence, expertise and value that you can provide to a customer. It can also describe their products and services in an informative and educational manner that helps spark their potential customers’ curiosity.
This also means that the content should be factually accurate and clearly written in order to be considered of high quality.
Great content achieves 2 objectives – useful information for your customers and compliance with the ranking requirements of search engines.
CREDIBILITY AND TRUST ARE IMPORTANT CONSIDERATIONS FOR SEO
The reliability and respect for a company that has successfully undertaken an SEO campaign appears larger than life in the eyes of a customer. It catapults companies to greater heights through a number of things like backlinks, citations, shares, posts, etc.
These backlinks are hyperlinks of web pages referred to on another website’s content. When SEO is used, search engine crawlers discover these backlinks and reevaluate a websites’ page ranking.
SEO ENCOURAGES REFERRAL TRAFFIC
Useful blog posts with effective SEO content encourages people to share and post articles, new products, and URL’s on their own websites for their own audience. This results in referral traffic and a backlink. This way, backlinks from authoritative websites help them rank higher because of quality content.
A SEO OPTIMIZED WEBSITE IS LIKE A PROFITABLE BRICK AND MORTOR BUSINESS
A website is a digital extension of your office or physical business location which requires the same quality standards that adds value to existing customers and attracts new clientele. Physical (Brick and Mortar) businesses typically go the extra mile to attract clients by designing appealing interiors, attractive merchandise displays and high-tech security systems for example. Likewise, websites should be user friendly, SEO enhanced, well structured, secure and fast loading to secure high page ranking.
SEO SHOULD BE A MAJOR PART OF A COMPANY’S MARKETING STRATEGY
SEO and digital marketing should not be treated as an independent component of your business’ marketing strategy. It should be cohesively merged with the company’s goals and objectives so as to give more value to customers, whether they visit your physical location or go online to your website.
SEO IN SOCIAL MEDIA MARKETING
Social media SEO gives social media posts an extra boost to your website’s organic traffic through search engines.
It should be noted that social media profiles also rank in search engines as well. Although it is true that social media sharing and posting will not affect a website’s ranking in search engines, companies and agencies still give importance to social media when planning their SEO strategy.
Studies have shown that metrics used to track followers, likes and traffic on Twitter and Facebook only show a profile’s influence and authority, but do not affect search rankings. The study also shows that indirectly, the top social media posts boost search engine rankings by more than 20%.
WHAT KIND OF ROI CAN YOU EXPECT OUT OF SEO?
Return on Investment or ROI is one of the best indicators to judge the success of your SEO strategy. The bottom line for most businesses is recouping the cost of their investments and potentially making a profit.
After all, one of the first questions that a client will ask an SEO agency is when can I expect to see a profit or ROI? Clear evidence of a ROI could be significant improvements in search engine ranking. If an SEO agency can get its clients to perform well in Search Engine Result Pages (SERP), then there’s your ROI.
Great indicators of the performance of SEO are search volume and organic traffic. But at the end of the day, it’s income that’s the true measure of success. The projection of the potential ROI of SEO is also essential when trying to convince a client the value of SEO.
CALCULATE THE ROI VALUE OF SEO
Use a SEO ROI calculator which your SEO agency should be able to provide to you. It should be a streamlined process wherein at any point, you can calculate the estimated value of any SEO campaign. You only need to know some metrics and formulas to determine the SEO ROI on your own.
What are the steps for calculating SEO ROI?
1) Discover your average click through rate by positioning. Rankings fluctuate all the time and some keywords perform better than others.
2) Review the conversion rates for each analytics goal. What are the goals? Newsletter sign ups, form submissions, revenue, etc.)
3) Estimate in money’s worth of value each conversion goal.
4) Estimate the revenue and traffic based on the search volume. You should have been given data for MSV (Monthly Search Volume), CTR (Click Through Rate) and CVR (Conversion Rate). Then use this formula:
(Total MSV * CTR) * CVR)) * Goal Value = Estimated SEO Revenue every Month
5) Calculate the estimated SEO ROI. This is the good stuff – the ROI numbers that will prove that all your SEO efforts didn’t go to waste. This is the formula:
Estimated SEO Revenue every Month – Cost to Implement Strategy) / Cost to Implement Strategy * 100 = SEO ROI
An investment in SEO is a critically important business decision that should be taken seriously if you want your website to rank well, get more traffic, produce results (in the form of conversions and/or sales) and generate leads that turn into sales.