There is a lot written about SEO. Unfortunately, there’s not a lot written about how you will get more conversions from SEO. It is hard to believe the plethora of acronyms used in the industry. Can you get a satisfactory answer to the question:
“If I spend money with your company to SEO my site, how many more sales will I make?”
How Should I SEO?
Yes, it seems like a fair question to ask and certainly, it should be of keen interest to any company’s accountant or controller. You may have heard the old saying about advertising – 50% of advertising works, but we don’t know which 50%!
SEO is Advertising
An SEO company will tell you that SEO is not advertising. Pay Per Click (PPC) is advertising and is an acronym for paying money to the search engine each time some person clicks on a link to your site. However, if you take the view of advertising as any paid activity to increase sales, then SEO (Search Engine Optimization) is certainly advertising. The SEO industry is based on the same principles as the advertising industry – the more people see your ad (site), the more people will buy your product. The more visible your site is on the Internet, the more people will buy your product. Will they, really? Just as you set objectives for any other marketing activity, set your objectives for your SEO campaign.
“If you are not on Google page 1 you are nowhere.”
Surely you have seen the above comment written in emails you received from a company trying to sell you SEO. Guess what? You can get your sites to page 1 of Google, but you may not experience a dramatic increase in sales, as there may not be a significant increase in visitors. Perhaps your site was not clicked more often because the offer was not very attractive to visitors. Oh, by the way, site visitors are called traffic. It can be a bit confusing, but you need to embrace the jargon if you want to participate and let’s face it, there are millions of Internet searches every day.
Page title and description do matter.
I am referring to what the searcher sees when your site appears on the search engine results page (SERP). It’s the “advertisement” that you can write to attract visitors to click on your site. Visitors to your site are referred to as Traffic. You should think about the person who is likely to buy your product and write your titles and descriptions to target them and their interests.
Estimate traffic from SEO activities
You should work closely with your SEO partner and set sales targets based on the expected increase in traffic due to improved Google rankings for your targeted keywords. It can take significant time and effort to develop the correct formula with all the variables. But, the website traffic formula is quite simple:
Traffic (T) = R x S x A
R = the percentage of traffic that the site should get based on the SERP rank the site has for the selected keywords.
S = the number of monthly searches for the selected keywords.
A = the adjustment factor which corrects for the effects of PPC results.
This, of course, is a basic formula. Use Google Analytics to find out more. It’s free and the reports will reveal your ranking in finer detail, and can be used to compare your results using the formula above.
Like your other advertising, your on hold messaging program should focus on keywords. Messages on hold can make lasting impressions using the powerful sense of sound.