Many small business owners don’t understand the huge advantage that SEO gives them over other online marketing methods such as PPC advertising or traffic buying. I thought I’d share a few quick thoughts on this topic. It’s nothing new, but may help some of my newer readers understand the benefits of “being at the top of Google”.
More People are Using the Internet than the Yellow Pages for Local Search
While this may not be a surprise to most of my readers, it should be a jolt to small business owners who are stuck in their ways when it comes to marketing. Since most SMBs have small marketing budgets and little or no knowledge of how to get the best ROI for it, they just assume that the Yellow Pages is still the way to go.
Sorry folks, it’s not. While I encourage any SMB to continue to put their ad in the YPs, they should drastically reduce the amount of money they are spending on it. A simple ad that has phone number and website URL is all you need. Target the local phone book and maybe the large ‘city version’ if there is one. That’s it. Put the rest of that money where more people will see your information – online.
Most Searchers Won’t Go Past Page Two of Google
This applies to all search engines, but since Google has around 70% share of the US search market, I’ll use them.
Most people when searching for something, expect it to be there when they hit the ‘Search’ button. If it’s not, they may go to page two of those results, but most will not venture any further. Instead, they’ll change their search string and start over until they find what they want. So if your business isn’t listed on page one or two, those customers are just going elsewhere.
Being on Page One of a Result is Like Getting a Referral
When someone is looking for something, and you have it, they are more inclined to buy from you simply because you had the information they were seeking. Having good content that answers questions they have is like you talking to them in person. You become a ‘subject matter expert’ and therefore gain trust.
SEO Lasts a Long Time – PPC Stops when You Stop Spending
I was talking with a client last night who has been doing SEO for about a year and a half now. They are so far beyond their competition that it’d take a while before the others could ever catch up. Some of his competitors are doing PPC, which is good, but once they stop spending for those clicks, they go back to a negligable amount of visitors (if not zero).
On the other hand, an SEO’d website could withstand literally cutting their budget for 3-4 months and not lose a lot of ground. Sure, they’d lose some, but the overall effects of it would dwindle over time, not immediately. (This isn’t something I recommend you telling your SEO clients – they may just try it!)
PPC has it’s place in the overall world of search, but it shouldn’t be the hinge you balance your entire marketing platform on. Just like the Yellow Pages, it should be used in conjunction with your SEO efforts, but should not be the main focus.
Top Ranking for Long Tail Keywords is Money in the Bank
As a general rule, the more specific the search, the higher rate of conversion. This means that if you rank at the top of the search engines for ‘blue widget with 12hp motor’, the chances of that visitor buying your widget is definitely higher than someone searching for ‘blue widget’. These longer tail keywords are easy to attain high rankings on, and they bring better overall traffic.
Ranking Brings Brand Recognition
Think about this – if a person is searching for something, and your website keeps coming up at the top, they are going to see your logo several times over the course of their searches. Even if they don’t buy from you on that day, you still had your brand in front of them several times. What is that worth to you?
Location, Location, Location
Just like picking out a physical location for your business, you wouldn’t want some backstreet that no one sees, would you? Same goes for online marketing. You’ve got to be where the traffic is driving past.
Summary and Shameless Plug
While this is far from a complete list of the reasons you should consider SEO, it’s definitely a good start. I’d love to hear what you think about the list, and let me know what I missed.
If you are a business owner who needs to get your website to the top of the search engines, it all starts with a phone call (888-341-2551) or email. Give me a call and I’d love to discuss what I can do, or visit my website at http://www.WhereIsMyBusiness.com
