Increase Sales with an Efficient SEO Program
When making a buying decision, especially for large ticket items, prospective customers invest time researching their purchases on line. Seeking information prior to purchase, customers request information using common search engines such as Google and Yahoo! A website link that appears as a result of this user request for information can offer the website owner a unique opportunity to earn credibility and hopefully, a sale. When customers today think about buying, they begin the process with an internet web search.
SEO or “Search Engine Optimization” is the practice of presenting an organization’s web page so that it will be easily found and displayed as a result for potential customer searches. The term ‘optimization’ simply means that when a user is searching for information related to a particular product or service, that web page will be displayed by search engines so that readers will be more likely to “click over” and visit that page. Websites appearing high on the search engine results page are more likely to receive reader attention, so positioning a page to achieve a high results page placement is hugely important.
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.
But is SEO only effective for large companies? One of the great things about the internet is that all companies can compete for the same customers, albeit in somewhat different ways. An understanding of local user and buying behavior can be used by the local business to compete with major national companies.
The big companies usually base their web presence around presenting product feature and price considerations. Local business can also present their product and price information, but have the advantage of using location and any other local characteristics to attract attention from prospective buyers. If properly configured, a small business website can compete with companies many times their size.
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.
Averaging cost calculations in this manner may not be in line with your business, but the proportions are informative to examine. Direct mail is more expensive than email, which I more expense than the Pay Per Click model. However, once a website has been optimized to appear as an organic result for a user search, that link can earn many new sales and return over and above the amount invested.
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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