SEO Delivers Solid ROI
Purchasing decisions are usually preceded by research. As the internet offers ready access to information, the common search engines provide quick access to information important to buyers. And a website link that appears as a result when the user requests information, presents a unique opportunity for the website owner to earn credibility and possibly, a new sale.
Search Engine Optimization or SEO is the process by which a company web page can be made more likely to appear as a result link when the user is researching a purchase. Optimizing a web page simply means that for users searching for a particular bit of information, an organization’s page can be easily located. For web sites that appear at the top of the search engine results pages, the opportunity to earn customer respect and ultimately a sale, certainly exists.
Multi-national corporations invest huge sums of money in optimizing their pages so that internet users will be more likely to see their web pages. If this process didn’t result in additional sales or improved cost savings, these organizations would have abandoned the effort and saved the expense long ago. Instead, companies continue to increase their investment in web page optimization simply because a well-optimized web page attracts new business.
Major companies use SEO techniques to earn new revenue. But is the same methodology available to earn revenue for smaller organizations? By using local buying characteristics, even the smallest of businesses can compete with the multi-national corporations to win sales. Ultimately, the internet is a level playing field upon which all companies can compete. Winning sales using SEO on a local level is very possible.
Large organizations usually focus their web messages around product and price information. Smaller, local businesses can also present this same information but have an advantage in that they can present location or other local service information to attract sales from bigger companies. A well-optimized set of business web pages allows a company of any size to compete with the biggest.
But is an SEO effort cost effective? While it is true that an effective web page optimization program can be time-intensive, the organization can enjoy an increase in sales and traffic over time. In looking at costs for customer acquisition, a direct mail program can cost $70 and upwards to identify one client or customer. Using the internet, email campaigns average about $60.00 per average customer. Google advertises that its paid link advertising program averages only about $8.50 per sale.
Even if the average product might not fit an organizations’ business model, the proportions still hold value. Direct mail costs a great deal to identify a new customer, while an email campaign is somewhat less. The Google paid link program is quite a bit cheaper still. SEO however, if properly orchestrated, can be even less expensive and more efficient – especially over the long term.
An optimization campaign to attract new business using the company web page can take a few months with an investment between several hundred to a few thousands of dollars. Google’s pay per click program can cost as much as several dollars per user visit. These costs add up quickly!
The real advantage to SEO though, is that the links presented as search results are not viewed as paid advertisements by viewers. Internet users typically trust the optimized page much more than one they would reach by clicking on an advertising link.
In short, an optimized page using SEO methodologies can position a company web page to attract viewer traffic and convert readers into customers. An investment in SEO can efficiently win new customers and build new revenue streams. As users are more likely to click on the results contained on the search results page before they will click on an advertising link, SEO offers a great opportunity to present your company’s products and services exactly when users are in the purchasing process. Investing in SEO can be more cost efficient over the long term than many other forms of internet advertising.
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