How Important Is SEO, Really?

Yesterday I had the opportunity to meet with a new client who is struggling with online sales. This particular client has a great product, at a very competitive price point, but for some reason is not seeing the sales needed to maintain operations. They came to me knowing that it’s possible to make a fortune through online sales, and even told me of a friend of theirs who was successful a few years back, but for some reason their hard work was not paying off.  This business was at a crossroads trying to figure out what to do next. The key missing element is Search Engine Optimization or SEO. In this post I want to shine some light on a few common SEO myths and tricks, and walk you through some of the things that my company will be doing to drastically increase our client’s online sales. Hopefully this will help you understand a little more about SEO and why its importance for online sales.

Let’s start with the concept. We all know that we get more sales whenever we get more people in the door right? Inevitably you can turn this into a numbers game knowing that 1 out of every 3 people who walk in your door will buy something.  So if you get 300 more people in your door this week then you will get about 100 more sales. You can take this further and figure out what your average sale is, and presto, you now know how much money you made on a marketing campaign that brought in 300 additional people. So let’s say the campaign cost $1,000 and your average sale is $100. That means you just earned $9,000. Ok so how does all this relate to online sales and SEO? Well online sales work the same way as a brick and mortar business. The ratios will be different but you should be able to figure out what the sales to visits ratio is, and then figure out how many more visits you need to hit your target revenue. Now that you have that number, the question is how do you get that many people to visit your site? The answer is SEO.

SEO is the reason why your business is or isn’t being found online and the key to generating more visits to your website. How much is it worth? Well, you tell me. If I can substantially increase your traffic, and thus increase your sales, how much would you make? Now how much are you willing to pay to make that? Now that you know how much you are willing to pay, you just have to find a good company that will get you the most return on your investment. Here are a few key things to understand when looking for a company that does SEO. 

Website Design

First things first, if you want more sales and more traffic than your site HAS TO BE designed as well or better than your competitions. This is so that visitors will see your site as legitimate, but also so that Google, Yahoo and Bing will rank you well. Gone are the days when you could do easy SEO to badly designed sites and still have them ranked well. The algorithms that the search engines are using are getting smarter and smarter and they are now searching for how well a site is designed and throwing their conclusion into the decision of where your site is placed on the search engine results.

Website Coding

It is not enough to have a great looking site, although that is paramount, but your sight must also be coded well. I have nothing against “do-it-yourself site-building websites”, but they rarely give you clean code, optimized for SEO, and this will drastically harm your search engine rankings.

SEO Coding Tags

In the last year or so the major search engines have gotten together and determined what SEO tags they will allow, you can find this information on schema.org, but unless you know how to implement it, it’s best that you leave it to the professionals.

Copy Writing

Another key to good SEO is content. You have to have unique content that is full of keyword rich information in order for the search engines to rank your site well.

Link Building

Although this is important, you can no longer use a link farm or pay someone to post your links randomly on other peoples blogs. The algorithms are getting smarter and suspect link building tactics will hurt you has much as good link building can help. The new algorithms are experts at figuring out if it’s a good link or an attempt to trick them.

Pay Per Click Ads

This is not exactly SEO, but it is a good trick. The nice thing is that it is allowed by the search engines because it brings them revenue. The more hits you get, the higher ranking you will get with the search engines.  So if you run pay per click ads for a time it can generate a good number of hits that can boost your position in the organic search rankings as well. Just make sure that if you are paying for pay per click ads that you find someone who will take the time to optimize your ads and not just put them out there. You can double or triple the effectiveness of your ads by optimizing them.

Conclusion

Good SEO pays for itself. If your current SEO efforts aren’t paying for themselves, or if your site is not optimized yet, then you need to find a company that can give you a return on your investment.

This is our model at the Inno Garage. We believe that every small business is unique and deserves customized SEO tailored to their industry and web presence. Our team of web experts create and personalize these solutions for each of our small and mid-size business clients.  Visit our website or contact us today to improve the online visibility of your business today!

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