Make your business easy to find. 5 reasons why search engine optimisation (SEO) should be a high priority on your marketing plan
There aren’t many businesses nowadays who would argue that having good rankings on Google and the other leading search engines isn’t of value. However, there are only ten first page positions available in the natural listings for each search phrase and obtaining one of these top spots can take a lot of time and effort. Despite the obvious benefit of high rankings for relevant key phrases, quite a few businesses we come across still question whether going for the top search engine rankings is worth it.
If there are doubts in your mind whether going for first page search engine rankings really is essential for your business, here are 5 reasons why you should be making sure search engine optimisation (SEO) is high up your marketing agenda.
1. Where do you look first when you research your purchases?
We’d be very surprised if you didn’t say Google or at least one of the other leading search engines. Search engines and Google in particular are now the main method of researching any purchase – forget yellow pages, advertising and directories. Just like you a high proportion of your potential customers will use Google to look for the services you offer. Being on the 1st page of the search engines will drive more potential customers to your site.
91% of people surveyed said they prefer using natural search results when looking to buy a product or service online. [Source: Tamar 2008 Search Attitudes Report, May 2008]
Even if you rely heavily on referrals many of your potential customers will still search on Google for the services they are looking for and to investigate the services on offer. Make sure you are there when they are searching. The next point highlights why there might be questions in their mind if you aren’t in the top search results for your business sector.
2. Businesses on the first page of Google are considered leaders in their field
36% of search engine users believe that the companies whose websites are returned at the top of the search results are the top companies in that field. Only 25% believe that top search engine rankings do not automatically denote an industry leader. iProspect / Jupiter Research 2006
Further research also shows that 62% of users click on results on the first page and 92% within the first 3 pages, with only 8% of users venturing beyond the first 3 pages.
If you are or want to be a leader in your market, ensuring your search engine position reflects your market position is an essential element to your potential customers’ perception of your brand.
3. Search engine optimisation is generally much less expensive than traditional marketing methods
Whilst average conversion rates from organic search tend to be lower than the conversion rates from paid search. Ranking highly for valuable phrases in the natural search results is a very cost effective method of driving relevant traffic to your site. Allowing you to increase your profits by driving more business at a lower cost.
Average website conversion rates – Organic vs Paid search (SEO vs PPC / CPC)
| Search method | Average conversion rate |
|---|---|
| Organic SEO | 1.26% |
| Paid search PPC / CPC | 2.03% |
In a recent survey by Hubspot 43% of businesses reported the cost per lead from organic search marketing (SEO) as below the average cost per lead for their business. With a further 40% reporting SEO leads to be at near the average cost per lead.
Researching our customers at LexisClick, we found that the marketing cost for SEO generated leads and sales was between 25% and 50% lower than paid search marketing. With a similar or much better return when compared against other forms of marketing.
4. Organic search is more popular and trusted than sponsored links
Don’t just rely on paid advertising for your search marketing efforts, use SEO to get more traffic at a lower cost. Sponsored links are a quick and cost effective way to get your business onto the first page of the search engines, but typically natural listings drive more visits at a lower cost per sale.
91% of people surveyed in the Tamar 2008 Search Attitude Report, said they preferred using natural search results when looking to buy a product or service online.
The same survey found that 31% of people actively chose natural search over paid search results as they trust their search engine to give them the most relevant results.
5. Even if you are a preferred supplier or have a loyal customer base your customers are likely to be searching on your key phrases in Google
If your customers are checking the market, or even looking for a service they don’t realise you offer, do you want your competitors to win the business, because they have invested in SEO and you haven’t?
Retain your customers, by being at the forefront of their minds at all times.
Gone are the days when getting to the top of the rankings is as easy as putting up a reasonably optimised site and hoping for the best. If you are in a remotely competitive sector, you’ll need the help of an SEO company, as there are a large number of both on-site and offsite factors to consider in gaining the all important first page rankings on Google.
The experience of a seasoned and ethical SEO professional will be invaluable in achieving first page results faster as well as increasing the likelihood of retaining those rankings for longer.
If you are interested in finding out more about improving the SEO and search results for your business, LexisClick specialise in offering SEO services to ambitious business as part of a complete online marketing service. Read more about our SEO services or contact us to discuss your requirements.
We would love to get your thoughts and experience with SEO. Particularly your experience of the SEO costs per lead or sale compared with other forms of marketing. You can submit your comments using the comments link or form below.
Image credit – CCA: Judah Jack Donald Krug by kk+
