Good SEO practices have a positive effect on your business. They raise brand awareness, ensure you generate more leads, and improve your bottom line. This is the business case for SEO.
The internet is all-encompassing.It’s a part of almost everything that we do and it’s become an essential part of the fabric of society. If the internet disappeared today, businesses would collapse and the entire makeup of the world would change.
So why aren’t you using the power of the internet to promote your business?
Despite how important the internet is to the modern world, a surprisingly small number of businesses pay enough attention to their online marketing mix. Most have little to no idea what search engine optimisation (SEO) is, let alone what good SEO looks like. They just think that having a basic website does the job. But that’s not the case.
Your website needs good SEO if it’s going to reach the 63,000 people who use Google every single second. But perhaps you’re not convinced. Maybe you don’t need this SEO stuff to make your business a success.
We’re here to make the business case for SEO and help you to understand why you need to develop a comprehensive strategy today. Plus, you’ll see a case study that generated a 406% ROI!
What is SEO?
Let’s start with the basics. After all, we can’t make the business case for SEO if you don’t even know what SEO really is. SEO is the process of optimising your website so that it achieves high rankings for your desired keywords in search engines. That makes it sound so simple. And many poor SEO companies will claim that it is. They’ll tell you that all you need to do is build backlinks and flood your website with keyword-laden content to get the rankings that you’re looking for. That’s not the case. Modern-day SEO is a much more complex form of marketing. Moreover, it’s something that you need to incorporate into your overall marketing strategy.
Simply put, SEO is how you turn your bog-standard website into a website that makes money. It’s also how you ensure that the people who use search engines actually find your website. Good SEO takes you from the doldrums of the rankings up to the first page.And that’s important because 75% of searchers never look beyond the first page of query results. So, let’s look at the nuts and bolts of it all and answer the question “what do SEO companies do?”
Good SEO involves all of the following:
- Building an Optimised Website. This means building a website that loads quickly, uses keywords correctly, and displays well on all devices and browsers. An unoptimised site doesn’t serve the needs of users, which means that search engines don’t rank it.
- Building a Content Strategy. Note the use of the word “strategy” here. Content isn’t just a bunch of words that you throw onto a page in the hopes of gaming the system. It’s something that needs to answer your visitors’ burning questions. It needs to provide something of value to the people who come to your website.
- Linking. Linking involves everything from the external and internal links you put on your website, through to the people who link to your content. Links help your website to build authority and demonstrate its trustworthiness to search engines. As a result, shoddy backlinks can damage your website’s standing.
A combination of those three aspects generally forms the backbone of an SEO strategy. There’s much more besides, but those are the basics. An SEO agency will create an in-depth strategy that builds on these basics.
Making the business case for SEO: Why is it important?
That covers what SEO is. Now, you need to know why it’s so important in the modern business environment.Before getting into some details, here are a few at-a-glance stats to show why SEO is so important:
- More than 40% of online revenue comes from organic search traffic.
- Mobile search generates 73 billion phone calls per year. All of these calls come from people who have a high chance of converting into sales.
- SEO leads have a 14.6% conversion rate. Print advertising and other traditional methods only manage 1.7%.
- 72% of people who conduct a local search end up visiting a store or supplier within five miles of their location.
- According to CleverLight, the average SEO campaign generates an ROI of 135%
Good SEO drives traffic, builds awareness, and provides great returns.Let’s dig a little deeper into the reasons why you need SEO.
Reason #1 – Gaining Traffic
As mentioned, your SEO strategy should focus on improving your search engine rankings for a variety of keywords. The aim is to get more traffic to your website. And the simple fact is that the higher you rank, the more traffic you attract. The first-place result for a search engine query attracts 32% of the traffic for that query. The fifth-placed result only gets 5%.
And if you’re not on the first page of the results, there’s almost no chance of people finding you. More traffic to your website means more potential customers. And 93% of the average website’s traffic comes from search engines.
Reason #2 – Building Brand Authority
A staggering 81% of people will look online to find out about a product or service before they commit to making any sort of purchase. That stat alone demonstrates the importance of good SEO. You want those people to arrive on your website when they’re doing their research. That means you need to be at or near the top of the search results for any relevant queries that they may ask. This serves another purpose too. It gives your website authority and makes it a trusted source of information for users. This leads to more people trusting your brand, which ultimately leads to your business making more money.
Reason #3 – SEO Helps You Make More Money
The above reasons focus on traffic and brand awareness.But the crux of the business case for SEO lies in how it affects your bottom line.A study from Points Group offers some answers. They focused on the extra revenue a website would earn if it ranked in first place for the keyword “orthopedic doctors and surgeons in NJ” alongside several linked keywords. Here’s what they found.
For an average monthly spend of US$5,500, good SEO generated returns of US$26,181.62.That’s $4.76 return for every $1 spent, creating a return on investment of 376%.
And that’s what it ultimately comes down to. The business case for SEO centres on the fact that SEO helps your business to earn more money. But that’s just one example. There are plenty more good examples of SEO that have resulted in businesses just like yours generating stronger profits.
How Others Use SEO Successfully
To further demonstrate the case for SEO, we’re going to look at two more good examples of SEO and what they achieved for the website owner.
Clarks’ Achieves an ROI of 406%
Clarks is one of the biggest shoe retailers in the United Kingdom. But it’s also an international company that operates in a total of 35 different territories.It had also run into a problem. Its performance for the organic search terms that were most relevant to its business just wasn’t up to par. Mediocre might be the best way to describe it.This poor performance meant that the company lacked the visibility that it needed. And without that visibility, it wasn’t earning as much money as it should. Clarks needed to regain its foothold. That meant taking a close look at its content strategy and taking control of the data that its website already generated. This would allow them to make better strategic decisions.
Clarks used a special tool called Pi Datametrics to identify the areas of its SEO strategy that weren’t up to the correct standard.This is a common aspect of SEO. An agency will perform a website analysis to find the problems that may hold a website back from ranking higher. The data that Clarks received allowed it to target specific aspects of its SEO strategy and make improvements.
The End Result
Bear in mind that Clarks already had an in-depth SEO strategy in place. This solution mostly involved tweaking that strategy and optimising their websites’ performance. And it worked.
Clarks’ new SEO strategy helped it to boost profits from online sales by 112%. On top of that, the company slashed its search costs by 58%. A 406% return on investment is nothing to sniff at.
And this example shows how SEO can help even the largest of businesses to make more money.
Medaesthetics Million Dollar SEO Windfall
We don’t mean to toot our own horns. But our final case study comes from one of Online Marketing Gurus’ very own clients. Medaesthetics is a now renowned Australian Plastic and Cosmetic Surgery, which focuses on providing services from Liposuction to Anti Wrinkle Injections. They first reached out to us in January 2013, looking for a way to break through the “glass ceiling” that had kept them stuck in their place. They were getting a decent amount of enquiries, so their business was making enough sales to cover bills and payroll, but the owner Dr Ehsan Jadoon, of course, wanted more.
Here’s What We Found
- They were trying to rank using keyword-stuffing in their pages
This DOESN’T WORK anymore and it can actually HURT your rankings! Before Google cracked down on people trying to cheat their engines, short-sighted SEO “experts” were seeing increases in page rankings by loading their pages with dozens of keywords that were invisible to the viewer (but Google bots still registered)— a.k.a. keyword stuffing. But a few years ago, Google introduced something called Latent Semantic Indexing (LSI) to their algorithms, and it completely changed the game.
- Their site structure was unoptimized for SEO, and navigation was hard for visitors
Your site’s architecture (the way pages are linked together) should be a key part of your business planning.Yet, all too often, website structure is left to website designers to figure out. Most web designers are very creative, have great ideas, and usually produce beautiful looking websites…But, very few web designers have a good knowledge of SEO, so what we often find is that those beautiful websites don’t see much traffic. Chances are that your unoptimised website will become a very lonely place.
- Their site loaded very slowly
Google has indicated that site speed is one of the key signals used by its algorithm to rank pages.In addition, a slow page speed means that search engines can “crawl” (analyse with their bots) fewer pages, and this has a negative effect on the number of your pages that Google will be able to “index” (have shown on its search engine). Page speed is also very important to user experience. Pages with a longer load time tend to have higher bounce rates (percentage of people that leave your site after only one page) and lower average time on page.This means that fewer people will buy from you or leave you their details to ask for more information, and consequently, Google will give your site less relevance because visitors are leaving quickly.
- Their website was not mobile responsive
This is HUGE.If you do nothing else after reading this Case Study, please make sure your website is mobile responsive.With over 50% of all Internet traffic being mobile, being mobile optimized is absolutely key for any business; and not just for SEO purposes but for business in general.Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.You are leaving a lot of money on the table if your website is not mobile optimised, and of course, a website being mobile optimized or not is a heavy factor for Google’s ranking system, especially for mobile searches.
- Their site had filler and duplicate pages
This old SEO paradigm tactic NO LONGER WORKS!Before Google’s anti-trickster updates hit the SEO industry, keyword-stuffing “experts” used to find relative (short term) success by pumping out hundreds of pieces of low-quality content. This used to trick the search engines into giving pages high rankings, but now it is completely detrimental to your SEO efforts.Duplicate pages and thin content (content of no real use to the searcher) will hurt your rankings, and your site can be demoted or even completely filtered out of search results. Stuffing a few keywords in a crappy article written by a spinner (a software that rewrites texts) or cheap freelancers is simply no longer a good idea.
It Was Time To Get To Work…
And give our client the mindblowing ROI and massive boost in sales they deserved!During our call with Medaesthetics, we got all the info we needed to craft a custom-tailored SEO strategy that would help them achieve their business goals in record-setting time.We based the strategy for Medaesthetics on 4 main things (just like we do with all our clients):
- The client’s assets
All businesses have valuable assets that can be taken full advantage of when using the right strategy.Medaesthetics, for example, was so relevant in their industry already that they actually managed to rank in the low top spots for broad terms—despite the many errors in their SEO strategy. They were, however, not receiving anywhere near the amount of qualified traffic and visibility for their main services.Remember we went over how their website structure was not optimised for SEO and how it was hard for visitors to find what they wanted? Well, this had a big detrimental impact on their ability to leverage their relevance in their industry (one of their biggest assets).Thankfully, Medaesthetics made the smart choice and hired us to take over their SEO strategy, and we helped them make the most out of this and many other neglected assets.
- The client’s goals
Before we develop a strategy, we have to be in perfect synch with the client’s goals and objectives. We are here to help you get where you want to go.
- Detailed keyword research
To develop a winning SEO strategy, we must take into consideration your assets, your goals and what’s going on in the marketplace.In our call with Medaesthetics, they told us that the package they felt most confident in was their liposuction-related terms.But, after researching related terms, we wanted to go after more than just liposuction; where botox and mole removal became targets.This is strategy was a huge success—but we’ll tell you more about it in a bit.
- Proven strategies that work NOW
There are a lot of advantages when choosing an established SEO company over so-called “experts”—that are willing to do the job for peanuts.The biggest one?We will only implement strategies that are proven to work… and that work right now. With over 1,000 businesses served, we’re not going to be trying out stuff we just learned from a $7 eBook…But only the very best, most effective SEO practices and strategies that are guaranteed to take your business to the next level.Our gurus know their stuff. They’ll be your most powerful online marketing weapon!Our proven SEO practices and strategies, implemented by our team of world-class experts, were able to help Medaesthetics:
The Results Were Business Transforming
- Increase their monthly website visitors (traffic) from 354 to 11,000—an over 2000% boost at over 2% conversion rate
- Increase their amount of monthly qualified inquiries (inbound phone leads were by far the highest converting) from less than 20 to over 200; even during “slow” months
- Went from ranking for 0 keywords on the 1st page to over 140
- Experience a 10,000% increase in organic search revenues (this may sound incredible… but such is the power of SEO done right!)
- Achieve a 20:1 ROI metric on their investments in SEO services vs. revenues generated
- Over 397 Google Rankings in 18 months, up from 3
- Over 200 organic leads/conversions per month, up from 0
- Top ranking on key competitive terms: “botox”, “liposuction”, “breast augmentation perth”, “tattoo removal”
For the full details of their amazing transformation just click here.
Pushing traffic towards a website is an extremely important part of any SEO strategy. But it’s the quality of that traffic that’s the true deciding factor. Even poor SEO can boost the traffic numbers. But it won’t provide a business with the quality that it needs to generate a return.With all of this evidence, along with the many statistics shared in this article, you can now see just how vital SEO is for the modern business. But you might have questions? Or you might be wondering if SEO is the right choice for your business? If so, just go here to have a friendly no obligation chat with one of our gurus. We’ll ask you a few questions and tell you honestly if SEO makes sense for your situation. And if it doesn’t we’ll tell you that, too!