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Yep, we hear this question when we talk with prospective clients. We’ve heard it three times today alone. And yes, that’s what prompted this post.
Much like the last question we examined, “Should Social Media be Kept In-House” this does not have a simple yes or no answer.
When is SEO not worth it?
1) When you do it wrong.
You might be surprised how wrong it can go, but lets just say most people want to optimize for a search term (keyword phrase) that won’t help them get a lead (a prospective client). Choosing the best long tail keywords (keyword phrases) is one of the main keys to unlocking the door of SEO success. Typically it’s not the obvious keywords that you’ll want your website optimized for, sometimes you might be surprised what search terms actually get your phone to ring.
2.) When your website doesn’t do it’s job.
A website can be one of your best marketing tools. Ideally it’s designed to attract your ideal client and its style or branding must be consistent throughout the website. You can land on the top of Google, or dominate the first page, but if your website doesn’t reflect what the prospect wants, it will do you no good. It’s all part of well structured internet marketing strategy.
If your website is confusing, or too clever so that the reader can’t figure out what you offer within a second you’ve lost them and SEO doesn’t help you. If you don’t have a lead capture form above the fold, in an easy to see place and easy to fill out, then your SEO won’t help you as much as it could.
3) When you can’t deliver the promise
Some businesses, start-ups and entrepreneurs want to have their website optimized for things they don’t offer yet and may never offer, but because it’s a search term they want, they optimize for it If you can’t provide what that searcher is looking for right now, than don’t optimize for it.
4) When the cost is cost is prohibitive
To determine if the cost is exorbitant you’ll need to know how much money you’re spending on optimizing your website, and how much revenue comes in because your website is optimized. If you’ve spent a significant amount of money on SEO and searchers aren’t finding you, then you’ll find it’s not worth the expense.
When is SEO worth it?
This is a bit tricky to answer because the ROI analysts can’t analyze this without knowing how much money you’re spending to optimize your website, what your average cost per lead is, and how many leads you’re getting.
So, let’s take a more generalized look at this:
- Your website is up and running, and it reflects the style and branding that your ideal client will be attracted to, you’ve got a lead capture form and maybe a nice offer in exchange for them filling in your form/lead capture.
- Your website is converting. This means when a searcher lands on your website they fill out your lead form, buy your product, or they give you a call.
- You’re building an email list with your lead capture form, and you’re prepared to keep the leads warm by sending appropriate helpful emails without bombarding their email box.
- Your website is optimized for search terms (long tail keywords) that will result in a phone call if the searcher is happy with what they read on your site, and it looks like you can solve their problem.
- You’re set up to track your website visits and search terms (Google’s new “secure search” does hurt a bit when it comes to analyzing the search terms people used to find your site, but you can still see the other search terms).
- You test, track, measure and adjust your SEO strategy to get it to where you’re getting the inquires/calls you desire.
Now SEO could be worth it, right?
How about measuring the immeasurable?
If your website can not be found online, how many leads are you missing?
If your website can’t be found online, how many of your past customers are going to your competition because they forgot your business’s name and looked up only what your business does, such as “carpet cleaner,” and your competitors website comes up while yours doesn’t show at all.
How many of your current customers give your name as a referral, but the person who received the information just looked online because they forgot the name of your business, and now they’re calling someone else who they found online.
We don’t advise that search engine optimization be your entire online marketing strategy, it’s simply part of your overall marketing strategy.
Tips:
1.) Get Professional Opinions - In order to determine if paying someone to optimize your website is worth it, talk with a few different companies and ask them to help you analyze whether or not it’s right for you.(As an example, some restaurants rock the review sites so awesomely that they don’t need to spend money on SEO.)
2.) Watch out for Guarantees - Be cautious of anyone who gives you a guarantee such as we guarantee you’ll be number one in Google.
3.) Get Clear on Search Terms - Ask what search terms they plan on optimizing your website for, and ask them how they determine what search terms to use.
4.) Educated Exploration – Take the time to explore your options and evaluate how organic search optimization may affect your sales, your online reputation, and how it would work with your overall marketing strategy.
Share your thoughts: have you optimized your website for organic search? Tell us about your experience.
[stextbox id="alert"]P.S. If you haven’t yet grabbed your copy of “The 13 Biggest Marketing Mistakes and How to Avoid Them” be sure to do so, it’s FREE and will help you kick-start your marketing plan! You’ll also get our monthly Newsletter filled with great marketing tips, current marketing trends and valuable information you can use for your business[/stextbox]
{ 11546 comments… read them below or add one }
Hi Aileen,
Thank you for some enlightenment on SEO. It is challenging for all of us who are somewhat new to the technical part of writing a blog. I know SEO is helpful, so appreciate your post!
Hi Cathy, we’ve got some simple & effective tips we’ll be sending out soon that will help non-techies get their sites more optimized.
Great advice! So many people think that SEO will solve all their online traffic problems. Even done well, SEO is a gradual process, just like social media. In both cases you’re warming people up to you and your business which takes time to do effectively. There is no one magic bullet. Everything in your arsenal has to be well integrated to make any of them effective. With all your posts here, it’s obvious that Evotive understands this.
Thank you Paige
It’s disheartening when we talk with a company who spent a good deal of money on search optimization and didn’t even have any type of lead capture on their website or analytics. There’s a lot of misunderstanding that’s “out there” and we like to help businesses get the information they need so they can make informed and educated decisions.
great start would be to define what seo is
Hello. There are links in the blog post that link to pages about what SEO is and go into defining it. This post was intended for those who know what it is, but wonder if they need it or if it’s worth putting in the resources.
SEO is search engine optimization, also referred to as showing up on the first page of Google for your key search terms.
Here’s a link to more information on what search engine optimization is http://www.evotivemarketing.com/services/seo/
and here’s another one http://www.evotivemarketing.com/if-they-seek-can-you-be-found/
hope that helps.
some form of SEO effort is always rewarding, one of the best advices is simple just never stop building links. and don’t ever forget creativity, don’t be afraid to bend the rules
Hi Jay. Creativity is huge for successful SEO – thanks for adding your thoughts
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I’ll equipment this critique in the direction of 2 styles of us residents: latest Zune property owners who are looking at an enhance, and These hoping towards come to a decision concerning a Zune and an iPod. (There are other avid gamers really worth thinking about out there, including the Sony Walkman X, nevertheless I assume this features on your own adequate facts toward deliver an knowledgeable determination of the Zune vs gamers other than the iPod line as well.)
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Concerning me and my spouse we have owned further more MP3 avid gamers over the yrs than I can rely, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, and many others. But, the last couple yrs I have resolved down towards a single line of players. Why? Due to the fact I was satisfied towards obtain how well-designed and enjoyment in direction of retain the services of the underappreciated (and extensively mocked) Zunes are.
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Apple previously is made up of Rhapsody as an application, which is a superb start out, still it is at this time hampered via the lack of ability to keep regionally upon your iPod, and consists of a dismal 64kbps little bit rate. If this modifications, then it will rather negate this convenience for the Zune, nonetheless the 10 audio for every month will even now be a large furthermore within just Zune Pass’ favor.
Zune and iPod: Highest Those look at the Zune towards the Touch, yet as soon as looking at how slender and incredibly low and gentle it is, I try it in direction of be a pretty unique hybrid that combines attributes of possibly the Contact and the Nano. It’s Pretty vibrant and lovely OLED display screen is somewhat lesser than the contact screen, still the participant alone feels rather a bit more compact and lighter. It weighs more than 2/3 as much, and is appreciably smaller sized inside of width and peak, despite the fact that becoming particularly a hair thicker.
The contemporary Zune browser is incredibly positive, nevertheless not as Fantastic as the iPod’s. It will work effectively, yet is just not as immediate as Safari, and has a clunkier interface. If oneself occasionally system upon applying the world-wide-web browser that’s not an issue, still if you might be developing in direction of read the website alot versus your PMP then the iPod’s more substantial exhibit and much better browser may well be essential.
Sorry for the massive study, but I’m particularly loving the refreshing Zune, and count on this, as nicely as the high quality evaluations some other human beings consist of prepared, will assist yourself decide if it is the specifically preference for by yourself.
The refreshing Zune browser is amazingly very good, nevertheless not as Wonderful as the iPod’s. It operates effectively, yet just isn’t as fast as Safari, and includes a clunkier interface. If on your own occasionally program on making use of the internet browser which is not an issue, yet if you might be designing toward examine the website alot from your PMP then the iPod’s more substantial display and better browser may possibly be critical.
The Zune concentrates upon remaining a Portable Media Player. Not a internet browser. Not a recreation machine. Potentially inside of the potential it’s going to do even superior inside of people areas, nonetheless for at present it can be a Terrific course in direction of prepare and pay attention toward your new music and movies, and is devoid of peer inside of that regard. The iPod’s strengths are its website visiting and apps. If those solid much more persuasive, quite possibly it is your most straightforward choice.
Hands down, Apple’s application keep wins by a mile. It truly is a enormous decision of all kinds of apps vs a fairly disappointed amount of a handful for Zune. Microsoft incorporates Designs, particularly within the realm of online games, however I’m not indeed I might need toward wager on the long term if this component is major toward yourself. The iPod is a much much better option within that case.
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I will equipment this examine in direction of 2 styles of men and women: recent Zune householders who are looking at an update, and Those people attempting in the direction of come to a decision amongst a Zune and an iPod. (There are other gamers importance contemplating out there, including the Sony Walkman X, nevertheless I hope this gives on your own adequate facts in the direction of crank out an conscious choice of the Zune vs avid gamers other than the iPod line as very well.)
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Fingers down, Apple’s app retailer wins through a mile. It is a large final decision of all sorts of apps vs a pretty sad range of a handful for Zune. Microsoft includes programs, especially inside the realm of games, still I’m not of course I’d need to have to guess upon the long term if this aspect is sizeable toward yourself. The iPod is a a great deal improved final decision inside that scenario.
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Apple by now is made up of Rhapsody as an app, which is a superb start off, nonetheless it is by now hampered through the incapacity toward store domestically upon your iPod, and consists of a dismal 64kbps bit value. If this modifications, then it will considerably negate this ease for the Zune, however the 10 new music per thirty day period will however be a huge as well as in just Zune Pass’ favor.
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I am going to tools this review toward Two models of These: recent Zune home owners who are contemplating an update, and individuals hoping in the direction of make a decision between a Zune and an iPod. (There are other gamers value considering out there, which include the Sony Walkman X, yet I anticipate this features on your own more than enough information towards deliver an knowledgeable preference of the Zune vs gamers other than the iPod line as properly.)
This is becoming a little bit a lot more subjective, still I considerably like the Zune Market place. The interface is colourful, includes even further aptitude, and some great attributes which includes ‘Mixview’ that allow for by yourself quickly perspective identical albums, songs, or other consumers very similar toward what you might be listening in direction of. Clicking upon one particular of individuals will center on that products, and a different fastened of “neighbors” will occur into perspective, enabling you towards navigate over researching by way of similar artists, tunes, or people. Conversing of end users, the Zune “Social” is much too best enjoyable, letting yourself discover many others with shared tastes and turning out to be close friends with them. Oneself then can listen toward a playlist intended based upon an amalgamation of what all your pals are listening to, which is in addition enjoyable. People fearful with privacy will be relieved towards recognize yourself can reduce the general public towards watching your unique listening habits if oneself so choose.
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Zune and iPod: Maximum individuals review the Zune in the direction of the Contact, yet once watching how slender and surprisingly very low and mild it is, I just take it towards be a fairly exceptional hybrid that combines properties of both equally the Touch and the Nano. It is Quite colourful and stunning OLED screen is somewhat scaled-down than the contact screen, still the player itself feels Really a bit lesser and lighter. It weighs over 2/3 as substantially, and is significantly more compact in just width and top, despite the fact that staying basically a hair thicker.
Apple at present is made up of Rhapsody as an application, which is a great begin, still it is now hampered by means of the inability to retailer domestically on your iPod, and has a dismal 64kbps little bit rate. If this changes, then it will rather negate this usefulness for the Zune, but the Ten songs for each month will nonetheless be a significant as well as inside Zune Pass’ choose.
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