Internet Marketing

How Much Should You Spend on Your PPC Marketing Campaign?

Online marketers and business owners often wonder how much they should be spending on their PPC campaigns. And the simple answer is, “It depends”. After all, large corporations will be able to afford much more than a small one, so there’s no sense in giving an exact answer.

What we can say is that you shouldn’t be investing one cent if you don’t know what you’re doing. Otherwise, all of you money is just going down the drain. There’s no clear cut and dry formula for knowing how much exactly you’ll need to spend, but there are ways to get a general idea.

How to Waste Money on PPC Management

There are a few ways to waste money on PPC:

  • Thinking That PPC Simple: Don’t let anyone, not even Google, trick you into believing that PPC is the simplest thing in the world, because it’s not. Granted, it’s not exceptionally complex, but if you go in with the wrong mindset, you’ll almost certainly lose money.
  • Bidding on the Wrong Keywords: This is probably the most common mistake that business owners make with their PPC campaigns. The wrong keywords are any that don’t give you the most value for your dollar. One specific keyword might be converting very high, but if you’re spending more than you’re earning, then it’s a waste of money.

The key to a successful PPC campaign is to always have a positive ROI. For example, let’s say that you’ve invested $100 on your PPC campaign. If you earned $150 as a result of your PPC management efforts, then you can consider that a “winning” campaign. Once you have a winning campaign, invest as much money into it as possible because you’re almost guaranteed to get it all back and more.

Backlinking Strategies That Still Work in 2015

Backlinking small business SEO strategies for 2015 aren’t dead. Here are a few ways to build more backlinks to your website or blog and start increasing your Google ranking quickly.

Use Social Media Websites

One of the biggest mistakes businesses make is failing to engage their followers. Regular tweeting shows followers that you still care. If you’re only tweeting once per month, or even once per week, then you’re going to be forgotten. Social media experts suggest sending out tweets at least once per day.

This will keep followers on your mind on a consistent basis. And finally, don’t be afraid to ask followers to share your stuff tweets. If what you’re sharing is relevant to them, they’ll often be more than happy to share it. All social media websites can be great for building backlinks to your website or blog.

Utilize Video Marketing (YouTube, Vimeo, etc.)

Video marketing is becoming increasingly popular in the internet marketing community. Why are they so effective? For one, they’re more personal than, say, a regular article. When visitors are able to see your face, they will automatically feel a deeper connection with your product, brand, or service.

Here are some ideas of the types of videos you can create:

  1. Demonstrate Your Product or Service: It’s not enough to just tell – you need to show your customers how your product or service works. Plus, informed prospects are much more likely to purchase your stuff compared to people who know nothing about your product.
  2. Introduce Your Staff: This simple tip can go a long way towards demonstrating your company’s passion, commitment, and dedication. It will also help add a “human element” to your brand.

Don’t be afraid to get creative. Use video marketing to stand out from the crowd and gain an edge over the competition. As you can see, small business SEO backlinking strategies are still alive in 2015.

2 Tips for Getting Ranked #1 in Google WITHOUT Paid Traffic

As you probably know, content is king with respect to internet marketing. Google, and other search engines, will rank your website based on how valuable the content is – and a first page placement should be your ideal goal. The more relevant your “keywords”, the easier it will be to rank high in Google. Let’s take a look at how you can use keywords in your content to experience better SEO for your online business.

Tip #1: Focus on Quality Phrases

When it comes to search engine optimization, there’s no element more important than the keyword. Remember, not all keywords are single words – some are phrases. In fact, most of them will be more than two words. How can you go about choosing the right phrases?

Start by visit the Google Analytics Keyword Tool. This tool will allow you to type in a general term, like say, ‘Best Rocking Chairs’, and it will then show you the most common search results for that term. Why is this useful? Because it allows you to focus on those keywords that are going to give you the most amount of traffic.

Tip #2: Use “Long Tail” Keywords

A “long tail” keyword is basically a highly specific keyword that focuses on a very specific niche. Take the previous example, ‘Best Rocking Chairs’. The long tail version of this keyword could be something like, ‘Best Wooden Rocking Chairs in Atlanta’. Can you see how much more specific the second keyword was? That’s the long tail version of the first one. As a general rule of thumb, long tail keywords receive less traffic, but they also get less competition. If you find the right ones, you shouldn’t have any difficulty ranking for them on Google.

Conclusion

As you can see, it isn’t as difficult for getting a first page placement as you may have imagined. Just stick to the tips above and it will happen sooner than you think.

4 WordPress Plugins That Can Help the SEO of Your Site

There are literally hundreds of thousands of WordPress Plugins that exist online today. In the following sections, we’re going to talk about four that can help increase the SEO of your WordPress site.

  1. WordPress SEO by Yoast

This is by far one of the better WordPress plugins for organic SEO online today. It helps you optimize each and every one of your posts, as well as allows you to set a keyword for each one. You can also override the description and title of your site for added SEO flexibility.

  1. All in One SEO Pack

This is another popular option among online marketers and bloggers. The name speaks for itself: you’ll be able to optimize SEO for your posts, homepage, and customize all titles and descriptions on your site. One of the coolest features about this plugin is that it allows website verification that will allow you to verify your site without having to insert any HTML code anywhere.

  1. SEO Plugin by Squirrly

This is a website SEO plugin that gets the job done- plain and simple. It’s geared towards optimizing posts, but it also offers other things like allowing you to setup Google authorship as well as changing your site’s favicon.

  1. Google XML Sitemaps

Whenever search engines crawl a website, they may have anywhere from a few dozen to a few thousand pages to shift through. The Google XML Sitemaps plugin allows them to do this quickly and effectively, which will save time and ultimately allow your site to get ranked higher in Google faster. Some of these plugins are exclusive while others are not. Make sure to give them all a shot to see which one works the best for increasing the SEO of your website or blog.

3 Ways to Get More Page Likes on Facebook

Having hundreds or even thousands of likes on your Facebook page are important. After all, if you can make a strong presence on social media, you’ll be able to take your online business to the next level. Let’s take a look at three local internet marketing techniques to get ore page likes on your Facebook page.

Engage, Engage, and Engage!

On social media, engagement is one of the main secrets to success – and Facebook isn’t any different. In order to bring attention to your page, you’ll need to have an engaging profile as well as engage with the people who follow you. Share and comment on the statuses of others, and show that you actually care about your customers. This will automatically separate you from 99% of the online businesses who are doing it WRONG!

Frequently Update Your Status

The more often you update your status, the more “shares” and “likes” you’ll receive. But the key is to make status updates that aren’t spamming your followers. Instead, focus on sharing stuff that adds real value to your follower’s lives. If you start posting updates about how your customers should “buy this” or “buy that”, then you’ll most likely lose them forever.

Create a Contest

Tell followers that you will enter them in a contest for “liking” or page or “sharing” a specific post. Perhaps the winner could receive one of your products for free (or something similar). The thing about contests is that they’re enticing. They create “buzz” around your business and help spread the word about your brand. As an online business owner, you can’t ask for from this local internet marketing technique, right?

Conclusion

Remember: don’t spam your followers with countless offers on your products. Instead, think outside the box and think of ways of engaging them without having to trying to actively sell them stuff. You’d be surprised by just how effective these techniques can be.

How to Increase Click-Through Rates in Your Email Marketing Campaign

As a general rule of thumb, you should be trying to achieve a click-through rate of 1% or 2% on your email marketing campaign. This means that if you have 1,000 subscribers, you should expect about 10 or 20 them to click on your links. At first glance, you’re probably thinking, “2%? That’s it?”

Unfortunately, yes. And if you take a look at the benchmarks across all industries you’ll notice that this is about the norm. This is why having a huge list is important – it allows you to generate more clicks, which ultimately leads to more potential sales. Let’s take a look at a few ways to increase click-through rates on your email marketing campaign.

Personalize Your Emails

Local internet marketing experts suggest that this one simple little trick can dramatically boost your click-through rates. Personalized emails, that is, those that include the subscriber’s name and/or email address, will almost always deliver better results than ones that aren’t personalized.

Make Your Links BIG and BOLD

There’s no sense in placing links in your emails is they simply blend in with the content. This is why experts recommend making your links big and bold. It helps them stand out, and makes them look more visually appealing as well.

Condense Your Link

Speaking of aesthetic appeal, try to condense your links as much as possible. For example, what looks more attractive: “dj929j.mysite.com/skwwu” or “Click on This Link to find out more!”? Obviously, the second one looks better, and will result in a higher click-through rate as well according to local internet marketing experts. You can use URL shorteners or simply add a hyperlink to the existing content within your email – whichever is easier for you. Mix and match the above tips to increase your click-through rate by as much as 2% within the next 30 days!

Why Use Organic SEO Tactics Versus Older Methods?

When the Internet was launched there was an immediate need for search engine optimization, but there was very little help in the way you wanted to target consumers. Older methods of SEO were about finding as many keywords as possible, stuffing them in the article and making sure you got the top page ranking. It was easier because competition was still low, although growing at a very high rate. Yahoo, MSN (now Bing), and Google had to work to evolve the SEO concept, which means you need to understand what organic SEO tactics are to plan the game today.

It is no longer acceptable to have pages filled with just keywords and absolutely no content. The search engines are about trust for websites and if your site cannot be trusted it will be wiped off the map.

Organic SEO tactics are about using limited keywords, natural inbound and outbound links to gain notice by the search bots as well as customers. For keywords, you need one per blog post, page, or other written material like advertisements. The keyword is exactly what the page will talk about and it is going to have high quality information. As for the links you need to have onsite links that link your pages to each other. You also need links that will form naturally as someone links to your site and you link to other’s sites. These need to be natural, not paid for, and highly relevant to the services or products you sell.

The Directory Submission Protocol For Success

When you start a website you need to make certain it you go through the directory submission process. A failure to put your website in the directory is a failure to get it crawled by search engine bots like Google spiders and Yahoo bots. Google, Bing, and Yahoo are the three major directory submissions you need to make certain you do as soon as you launch your live website.

The domain provider and host is not going to do this work for you. Even WordPress does not put you in the directory submission. You have to follow through with each of the search sites based on the method your website host requires.

There is a protocol, which differs from WordPress to a host like GoDaddy. Some of the tools will be available such as WordPress where you go into the directory link generate a code for Google and then enter it into the WordPress page. For other hosts, you have to go directly to each search engine.

Once you have your website in the directory submission there is another protocol to follow through with. This is the article directory submission. Every time you have an article that you want to get out to the world you have the option of putting it into the article directories so you can be found. Make sure the directories you choose are harder to get into as this cuts down on the spam. You also want to know where the directory is listed and the age of the directory as this also determines quality.

Targeted Email Marketing: Is It In The Past?

Networking is possible in two ways: Internet and word of mouth. Old school methods that do not use electronics are still extremely viable as a means of starting a business. If you want to have successful local Internet marketing then you need to start with word of mouth networking.

If no one knows you exist even locally then there is no reason for your website business to do well. It takes time for a website to get crawled by search engine bots. It takes time for consumers to find you and the people that do may not be in your area at all.

While targeting local keywords will help with local internet marketing, you need to let the local world know you exist. Newspaper write-ups, radio interviews, local cable interviews, as well as handing out cards to every person you meet is imperative.

Once you have a local base and have established your professionalism you will start to see a gain in popularity for your site.

You will also be working on Internet networking for local Internet marketing. It goes hand in hand. As you get your website prepared and launched, you will be marketing through social media sites, articles directories, blog postings, Pinterest, and other sites. The more you let people know you exist and use all the tools available to you the easier it will be for you to find consumers. With local Internet marketing it pays to have a keyword based campaign as well as a catchy tagline.

Local Internet Marketing Begins With Networking

Networking is possible in two ways: Internet and word of mouth. Old school methods that do not use electronics are still extremely viable as a means of starting a business. If you want to have successful local Internet marketing then you need to start with word of mouth networking.

If no one knows you exist even locally then there is no reason for your website business to do well. It takes time for a website to get crawled by search engine bots. It takes time for consumers to find you and the people that do may not be in your area at all.

While targeting local keywords will help with local internet marketing, you need to let the local world know you exist. Newspaper write-ups, radio interviews, local cable interviews, as well as handing out cards to every person you meet is imperative.

Once you have a local base and have established your professionalism you will start to see a gain in popularity for your site.

You will also be working on Internet networking for local Internet marketing. It goes hand in hand. As you get your website prepared and launched, you will be marketing through social media sites, articles directories, blog postings, Pinterest, and other sites. The more you let people know you exist and use all the tools available to you the easier it will be for you to find consumers. With local Internet marketing it pays to have a keyword based campaign as well as a catchy tagline.

Forum Posting: The 4 Do Rules

Forum posting takes some special considerations so that you can advertise your business without being sales like. There are four rules to follow when it comes to forum posting.

Rule1: Search Forums for proper Interest

You need to find forums that are going to want the products or services you sell. If you have pet supplies then you want a pet forum. It is important that any forum you choose has like interests so that you are not considered a spammer.

Rule2: Post an Introduction

Post an introduction about yourself when you sign up for the forums that are of interest to you and apply to what your business is about. When you post the introduction do not mention your website URL or products. Simply tell the readers why you joined the forum, what you do for a living, and start a conversation.

Rule3: Converse for more than a month

You will want to post regularly when you have something to say. You should not start off posting about your website. Instead, you might have found something cool to post about from another’s forum posting. You might have come across a cool picture that you want to share. You must share and become an authority on what you sell.

Rule 4: Discreetly add your URL

Once you have built up an audience and provide real content in the forum, you can start to add your personal details to the post. For example you might be talking about a Pin you saw. At the end you might say for more information check out this URL. It has to relate.

First Page Placement: Is It A Reality With SEO

There are two schools of thought with regard to first page placement. The one tells you that only brand names will ever get onto first place no matter what. The other is that you can get first page placement when you use SEO despite the brands. It is actually more complicated than this. Google is also ever changing which will affect your ability to get first page placement.

Google

Google is changing from a global reach to a local one. With GPS and location requests, when you search in Google it will automatically assess your current location and provide results on a keyword search. If someone is in LA searching for couture pet supplies they are going to see LA based companies before a huge brand name that only services the East Coast. Likewise, if you are selling seeds for vegetable plants and the client is within 10 miles of your shop you are more likely to get first page placement than a brand name company that sells the same product in the next state.

Not Always Local

The results are not always based on local information, but it is often where the game of first page placement begins in the Internet world today. The next part is whether you have keywords that are actually relevant to the search being conducted by the consumer. Google and other search engines take a combination of location and keywords to determine what will be on the first page, which means it has less to do with your overall page ranking unless you have stiff local competition.

Do You Want To Use Social Bookmarking?

Social bookmarking allows users to annotate, add, edit, and share bookmarks of web documents such as images, posts, articles and more. Social bookmarking is a way to share what is out there to those who may be interested. If you own a business and you have yet to allow social bookmarking or the option of letting your information be bookmarked then you may want to consider doing so.

Like the widgets for Facebook, RSS feeds, and Twitter you want to make certain that you allow clients to talk about you. Social bookmarking is allowing your readers to say something about you. It is a marketing tool that will help your brand name become larger. The fact is you can get started on your own with social bookmarking.

You can sign up for sites like Twitter, Instagram, Pinterest, and Delicious. You will post about things you enjoy as well as giving a profile of what you do. With that profile others can see what you do, look at your likes, and follow to your site. Someone who absolutely loves what you do will then bookmark your site, perhaps annotate, add or edit a post so that others can see it. Eventually you get more people coming to your site because there are more people interested in what you are selling, offering in services or information.

It is important to use social bookmarking as a way to get known by more than the people who happen across your site.

Custom Blog Creation Provides New Content For Seo Tactics

Google, Bing, And Yahoo Work On The Premise Of Search Engine Optimization, Which Is Nothing New, But You Might Be Surprised At How Many Believe They Can Start Up A Website And Never Touch The Content Again. Part Of SEO Is About Refreshing Your Content For The Search Engine Crawlers, Which Can Be Done Through Custom Blog Creation. In Fact The Search Engines Demand You Have New Content In Order To Keep Your High Rankings. If You Fail To Add In New Information In Some Form Then You Could Find Your Site Slipping And Slipping Until No One Can Find It Other Than With The URL.

There Are Specialists On The Web Willing To Offer Custom Blog Creation. These Individuals Work As Freelance Writers Creating Any Blog Content With Keywords Supplied So That You Have A SEO Yet Reader Friendly Content To Add To Your Site.

Of Course, If You Are Confident In Your Writing Skills Then All You Need To Do Is To Do The Custom Blog Creation Yourself. It Takes An Understanding Of What Keywords Are More Likely To Gain Your Site Attention. You Also Want To Have A Fresh Idea That Truly Gains The Notice Of Your Readers, Not Just A Re-Blog Of The Same Topic 100 Times. With Custom Blog Creation You Need To Create A Blog And Upload It The Same Day Each Week Preferably When You Know Your Clientele Will Be Online Searching The Web For Fun Or Products You Sell.

Blog Posting: How To Stop Others From Commenting For SEO

Blog posting can be fun, but it can also be aggravating when you are providing real help to individuals who will see the value in your blog and you are suddenly inundated with scammers trying to get attention by commenting for SEO. There are three methods you can make certain to stop the comments from happening.

Check the Origin of the Comment

Before you ever accept, edit, and post a comment check the web URL attached to the poster. They might have a wonderful comment, but the URL is totally spam, unrelated, or looking like it is not someone you want to be associated with. Never accept something that looks like it is going to be spam related. For example if you offer advice about sharing and retaining memories and the poster is from a dating company.

Quality of the Written Post

The lower the quality of the post, the lower the quality of the comment. This is not to say that there are not many who have poor grammar skills. A genuine commenter who really does find value in your blog posting can have poor writing skills; however, they are not usually linked with poor origins. By comparing the origin URL with the quality of the post you know whether to accept it.

Post a Disclaimer

At the bottom of every post or when you receive comments post a disclaimer. Make sure you tie it to the proper blog posting if you do so in comments. Tell those trying to comment that you will report spam.

Article Writing And Distribution: Why Hiring It Out Makes Sense

Everyone has basic writing skills, but do they actually like to write and be creative? Most people always dislike creating papers in school and having to come up with specific lengths to their papers let alone a nice flowing article. It is not about having the skills when considering what to do about article writing and distribution—it’s about focusing on your important work. You have other areas to focus on such as getting products already sold to consumers and managing inventory over spending a couple of hours on an article and finding where to distribute it.

When you hire a professional you can spend the time where it matters and know that someone else is working on the article writing and distribution end.

There is also another way to look at this. Would you want a novice or a professional dentist? You wouldn’t choose to go to a non-expert right because your teeth could suffer? So if you look at you doing the work as a novice where you need to focus on what you know and hire a professional that can provide the writing work you need it makes sense.

You should always choose the option that is going to enhance your business rather than detract from it. This is why going with a professional who can not only write the article but upload it to the right places is a wise choice. Article writing and distribution is something that takes a lot of time especially when there are various places to put the articles online.

First Page Placement Is Not a Goal

Every client who comes in to our offices (or gets an email consultation for the more distant ones) gets asked: “what is your goal?” Not surprisingly, a goodly number of them respond with some variation of “I want first page placement for my landing pages.” That’s when we ask ourselves whether we’re going to nod and smile and move forward, or whether we’re going to tell them the truth: first page placement is not a goal.

Let us explain. It’s all well and good to want your landing pages to be on the first page of the SERPs for the keywords we decide to target. Heck, that’s what we want for your landing pages, too! But there are two significant problems with setting that as your goal.

First Page Placement is a Process, Not a Goal

If you reach the first page of Google for all of your chosen keywords, it’s time to celebrate! But celebrating doesn’t mean you’ve reached your goal. When you reach a goal, you get to stop. That’s what makes it a goal: it’s a finishing line. Being on the first page of Google isn’t a finishing line, because it’s a constant struggle to stay there, and an even greater struggle to increase your position on the first page.

Your competitors are constantly working to attain the same status that you enjoy, and because they’re not succeeding, they’re constantly estimating whether or not they can spend more than you are. Some of them will decide that they can, and they’ll do put a lot of effort into unseating you. But that’s not the real problem with this whole concept, anyway…

First Page Placement Is a Step On a Larger Process, Not an End Point

Getting your landing page on the first page — or even in the very first spot of the first page — of Google isn’t going to accomplish anything relevant to your business by itself. The only thing it’s going to get you is ‘people looking at your landing page.’

If that’s all they do, you’ve wasted your money. You need to couple first page placement with an effective website that ensnares, enraptures, and then converts visitors. If ‘converts’ means ‘makes them buy from you,’ your goal needs to be stated in terms of either RoI or numbers of sales. If ‘converts’ means ‘makes them sign up for a thing,’ your goal needs to stated in terms of numbers of conversions.

In short, when you come to an SEO company, whether it’s SEO911 or someone else, come in with a goal in mind that is directly measured in whatever terms your business or organization as a whole measures success in. First page placement is good, and it’s why we exist, but it’s not the point of why we exist.

Social Bookmarking and the New SEO

So last week, we wrote a bit about how SEO is all about content marketing and relationship building these days. One of the lines amounted to “hand-built links are useless these days.” Suffice it to say, a few sharp readers pointed out to us that we offer, among other things, a social bookmarking service, and they asked us: isn’t social bookmarking just a cheap, hand-built link that’s exactly like the kind you just said was useless?

The answer, of course, is “Not at all — if it were, we wouldn’t be offering that service.”

So What Does Social Bookmarking Do For Your SEO?

That isn’t to say that social bookmarking isn’t a cheap, hand-built link — it totally is. We own that. But by that logic, so is a link on Facebook, Twitter, Pinterest, or Google Plus, and you certainly don’t see anyone decrying the value of social media.

The fact is that your content can’t earn backlinks if no one sees it in the first place — and for the first two or three weeks of the lifetime of any piece of content, its effect on social media is actually more important than many other more standard ‘ranking factors’ like backlinks. Which means that you have to get your new content that initial exposure that will start drawing in the social media mentions.

That’s where efforts like social bookmarking separate themselves from efforts like directory listings and Web 2.0 properties. Directories are relics of a bygone era; literally no one cares about them except the people who own them. Web 2.0 properties were clever for a little while, but Google has devalued them so extensively that they’re useless, and no one actually goes to Squidoo or HubPages to look anything up anyway.

Social bookmarking pages, however, are social by their very nature. People browse the likes of Reddit, they fall through the portals of StumbleUpon, and they scan their Tumblr dashboards for interesting tidbits. If you create a link on one of those sites in a way that gets attention, it actually gets attention, unlike most of the other kinds of hand-built backlink you could waste your time on.

So yes: social bookmarking is a service that we offer, and we offer it because it is valuable to your SEO efforts, even while almost all of the other services that used to be associated with it in bygone years have fallen by the wayside.

Small Business SEO: Content Marketing for the Little Guy

Modern off-page SEO is all about two things: content marketing and public relations. Yes, there are still quite a few companies out there who are trying to sell their clients on outdated practices like directory listings, Web 2.0 sites, and other cheap hand-made links…but quite frankly, they’re wasting their time and their clients’ money. Google has made it perfectly clear that they expect two things from their top rankers:

  • An absolutely sterling web page with unique content and a solid user experience that gets visitors to stick around, and
  • Links from authoritative, currently-relevant pages that are earned rather than built.

If you want to earn links, you have two options: you can build relationships with people who run authoritative websites and talk them into linking to you, or you can be an amazing content marker. In other words, you can create content so good that authoritative, relevant sites link to you because they want to.

How Can My Business Earn That Kind of Attention? It’s Boring!

First of all, if you think your business is boring, what are you doing in that business? But without getting into existential issues, quite simply, you’re wrong. If there are authoritative, currently-relevant sites about your industry, then by definition, there is someone out there that is interested enough in your industry that you might be able to get their attention.

For example, let’s take a somewhat obscure area of business: say you make those big rubber blades that mining operations use to clean off their conveyor belts, so they don’t carry debris back into the mine. You might think, “Wow, what I do is profitable, but honestly, there isn’t a soul in the world who cares enough about conveyor belt cleaning blades to read anything I might write about them.”

Wrong! All you have to do is go to Google and type conveyor belt cleaning blades inurl:blog.  That last bit tells Google to only return results that have the word ‘blog’ in the URL, so you can be fairly assured you’re only going to get blog posts as results. And look at the results! 140,000 of them! And 7 of the first 10 are from different websites, with the last three being from the same single site.

That tells you right off the bat that yes, there are people out there who care about your industry. More importantly, it tells you which sites to pay special attention to — click through them, see what kinds of things they’re most interested in. See if they have any questions you might be able to answer, or any problems you might be able to solve. Write about them. Link to them when you do. Mention them on Facebook and Twitter from your business account.

Chances are pretty good that if you create content that they find genuinely interesting and useful, you can get that backlink you’ve been looking for — and especially for a more obscure industry, every backlink you earn is a huge bump to your small business’ SEO. Target a few of the top sites, write content that will get you their nod, and reap the rewards!

Affordable SEO, Cash Flow, Capital, and RoI

Let’s start out with a simple, hopefully inarguable premise: SEO is a marketing expense. If your business isn’t treating SEO like a marketing expense, you will have to get very lucky to stumble upon a system that makes it affordable. SEO has a single purpose: to bring customers to your web presence (where, if your site is doing its part, they will end up buying, signing up, donating, or doing whatever you want them to do.)

Marketing And Money

As with any other marketing expense, when your business spends money on SEO, it expects to get more money in return than it spent. If there’s no RoI, there’s been a marketing failure: either the SEO didn’t produce that anticipated number of visitors, or your website didn’t convert enough of those visitors (or your price point was set too low.)

Also identically to any other marketing venture, even the most talented experts can only estimate what your RoI might be at the beginning of an SEO campaign. That’s because marketing is inherently competitive: people only have so much brainspace, and if one of your competitors manages to outmaneuver you and get in there first (or more ‘stickily’), you can be assured that your marketing campaign won’t do as well as you would have in a vacuum. Similarly, if a competing site manages to nail that #1 spot for your choice keyword, it can take months beyond the anticipated timeline to dethrone them, especially if they’re conscientious.

So How Do You Recognize Affordable SEO When You See It?

Here’s the real rub: the word ‘affordable’ is a very tricky one, because different businesses have different resources. If your business is a high-cash-flow business, that moves money in and out constantly but never has a large buildup, you might not be able to afford a massive effort that establishes a long-term web presence. If your business is a high-capital business, that isn’t moving a lot of money right now but has a solid startup fund, you might not be able to afford the continuous mid-sized flow of money that it can take to climb up to the top of the SERPs over 6-18 months.

Both of those circumstances can still result in great SEO — by which we mean “they can produce a great RoI” — but not all SEO companies can handle both situations. So you might be theoretically able to get affordable SEO, and simply not have a company near you that offers the kind of SEO your business would find affordable.

Fortunately, this being the Internet, you can always search for SEO companies a city over or a few states away. There’s no reason you should ever be entirely without an affordable SEO option that will bring in the RoI you need.

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