Search engine optimization is the process of really making your communication efforts online efficient and working the right way to help you produce targeted inbound traffic to your website. ROI would be measured on how many sales you can generate that is directly related to your SEO effort right? What if your product stinks?
Seriously, what if your website is horrible and your product or service is sub par? Are you going to blame your search engine marketing efforts on the fact that nobody wanted to buy anything on your website? SEO is a long term investment that requires everything to be top notch for it to work in it’s optimal state. It is not like a paid ad where at some point that paid ad comes down and nobody sees it anymore. The efforts that you put out every month just compound on top of each other. Eventually they all start to grow in power and you really start to see them move around in search results. SEO is not just about ranking anymore. You have to have the whole package shining like a diamond. Your website needs to be smooth and inviting if you want sales to happen. If you have not put any effort into your website converting than how do you expect a website visitor to convert into a lead, phone call or sale? You can lead a horse to water but you can’t make him drink. Check out David Harry’s article on Search Engine Journal about SEO ROI. He gives it to your pretty straight as well.
Before you blame your search engine optimization efforts not working look at these areas of your business first:
Is the layout of your website optimal for converting traffic? Have you actually had someone look at it that knows what they are doing? You need certain elements to be visible on your website before you can start sending website traffic there. If you where selling your home and you have an open house wouldn’t you clean it up first? Same principals apply to your website.
Do you have products that people just don’t want? If you have the same product line that Walmart and Target carry what is different about yours? or you are offering something in a market that has rather large competitors? you might want to re-think your products or services first. Don’t be in denial, admit to yourself if your products or services need some revamping to stand out. It could save you a lot of money down the road.
If you have an ecommerce website take a look at the pricing structure of your products. Do you offer any sort of promotion on your website? you should have some coupon codes floating around along with ways people can acquire some sort of discounts. It takes a lot in today’s market for someone to pull out their credit card and purchase something on any website. Give them a reason to want to do it on yours.
SEO is much more than just ranking a web page and sitting back and waiting for the phone to start ringing. It takes a solid multi pronged online marketing approach to really get things going. It takes a nice clean informative website that is able to lead a visitor down the path they need to go down. It’s one big package.
Building a website that really pulls in traffic and sales and grows into a viable business takes time and lots of testing. You don’t just launch a website and walk away from it you test, tweak and monitor to see what is working and what isn’t. Sure this sounds easier said than done especially if you have to keep hiring a developer (s) to make website changes but it is something you must do if you are serious about growing your online business. Website conversion metrics change with time along with trends so you have to stay on the ball at all times.
Don’t hide your phone number make it visible to the world in multiple areas. Scroll down your important pages and see where things fall under the fold so there is always a phone number visible for a visitor.
You want people to contact you? Add a lead form on each service page so people realize they can send you their information and not have to call you. Some people just don’t like the phone.
Aside from just adding a blog write in it as much as you can. Try to maintain a constant stream of writing in your blog so people can see there is a person within the walls of that website.
Are you certified in a variety of industry specific areas allowing you to conduct business? Post those certifications on your website.
If you have happy clients and they love to tell you how great you have been put it on the website! This is a great trust building effort that shows your audience you have what it takes to get the job done.
Add client logos for customers you have helped to show your audience you are capable of conducting business with others.
Does your business cater to men but the whole site is pink? Not saying men don’t like pink but you have to think about your demographic and change colors around so they are appropriate to your target demographic.
If you haven’t redesigned your website since the dot com bubble burst in 2000 you need to red-design your website. Trends in design change and you need to be up to date with what your audience wants to see.
Are your website images grainy and of poor quality? Take a few bucks and go buy some professional photos online and use them on the site. Images are great for user experience but they have to be somewhat decent in quality.
Instant online chat has been known to work very well for some businesses where people want answers quickly during the purchasing process.