So, why would you want to bother with seo at all?
After all, some people swear by it, some people hate it and others are completely indifferent.
Anyone offering any sort of SEO service has been asked this question or a variation thereof many times before. Here are a few points that I often bring up in response.
1) SEO brings Validity to Your Brand and Website
There is nothing worse or more destructive to a brand or website than if they cannot be found in a Google search. It’s not enough that your website is listed on page 8 for the keyword that your target market is searching for. It’s not even enough if your website is listed on page 2.
If your website is not listed on the front page of Google (and usually within the top 5-6 listings) then in the mind of your potential clients surfing Google, you are nowhere to be found and therefore not relevant to this search.
For example, if I am looking for a Chinese restaurant in Vancouver, it’s highly unlikely that I will look past the first few results in a Google search.
Why is this?
Because there are so many competing Chinese restaurants in Vancouver, that I can’t be bothered to sift through pages of listings to see what is available. In terms of my search, I figure that if the restaurant is listed at the top of the search results, there has to be a good reason for it – why bother continuing the search?
And this sort of behavior occurs in EVERY industry.
As we become more used to and influenced by technology, we feel the need for information to be presented to us instantly. In days gone by, searchers would comb through page after page of Google results in order to find what they were looking for. Now, if our searches don’t return what we want on the first page, we most often re-phrase our search and try again.
If, on the other hand, your website is listed near the top of page 1, then you are suddenly visible and seen as relevant to people searching for that term.
2) It Brings in More Targeted Traffic to Your Website
SEO gives you the option to get highly targeted traffic to your website.
And, the more people that come to your website, the greater chance you have of increasing sales, brand awareness and market share.
But the key is that the traffic must be targeted, and this is where SEO really shines, as once you have determined what your target market is searching for you can tailor your SEO campaign to go after those keywords, giving you a laser-like targeting on your campaign.
If you have non-targeted traffic coming to your website (ie people who aren’t interested in your company or services) you will just be wasting your resources as you won’t be getting your company/product/brand in front of your target market’s eyes.
3) SEO is Cheaper than CPC Advertising
In the vast majority of cases (and almost always in very competitive niches) someone who is good at SEO can get you results for at least 30% less than what you would spend on a similar CPC campaign.
An added bonus to this is that when you rank high in a Google search, your listings are featured in the middle of the page, rather than off to the side of the page as in a CPC campaign.
Of course, if you pay extra on your CPC campaign, you can be listed at the very top of the page with a little note that your site is featured as a PAID Advertisement. This additional cost on the CPC campaign only further increases the cost of the CPC campaign and in comparison only serves to increase the value of an effective SEO campaign.
Those are my primary reasons for doing SEO: because it brings validity and relevance to a brand, because it results in extremely targeted traffic and because it’s cheaper than other online advertising methods.