Why is search engine optimization important?
If you’re not convinced of the value of search optimizing your Web site, you should know that:
- 93% of technology purchase decisions begin on the Internet (KnowledgeStorm).
- 80% of prospective Web customers begin by using search engines to locate products, services, or information (MarketingProfs).
- 64% of business-to-business users make search their first stop over manufacturer sites, industry portals, consumer review sites, and e-commerce sites selling products (Google).
More bang for your buck
For one client, a Search Warrant study discovered that sales leads generated through search engine optimization were 94% cheaper than those acquired through other outbound marketing programs. With potential savings like that, you can see how SEO is able to offer superior ROI for B2B organizations when compared to other marketing channels.
The good news for your SEO investment
A time commitment is part of the good news for your SEO investment. If you commit the energy to optimizing your site, you can secure a competitive advantage over those competitors who haven’t. And if you maintain your vigilance, this becomes a sustainable competitive advantage. Any firm that wants to compete with your search rankings has to invest the same time, energy, and resources in its own search optimization program. They play catch-up while you set the market agenda.
The good news for you
The SEO process is downright fun. The gratification associated with seeing your rankings climb, and your ROI improve, is what gets our professional search marketers out of bed in the morning.
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Be there or be square
According to an Enquiro study, 60% of all “organic” search traffic goes to the top four search results. If your Web site isn’t popping up on your customer’s search engine, your Web site may not be working as hard as it could for your business.
Nothing is impossible
Optimizing your Web site for search engines isn’t impossible. Whether you’re thinking of completing your SEO in house, or working with an agency, you need to understand your actual audience and how this audience behaves online; how search engines work; and how your value proposition interacts with both your audience and the search engines. While effective search optimization isn’t out of reach, it is time consuming compared to blasting out another email or printing more postcards.
The good news for your SEO program
Like any “build or buy” decision, the advantage of outsourcing some or all of the work is faster ramp up, execution, and ROI by leveraging existing search expertise. And since any good consultancy is always working itself out of a job, ideally your SEO agency is transferring knowledge to your team throughout the project so you can eventually do it yourself.
Wait, there’s more
In addition to the lead generation and awareness benefits of good SEO strategies, and in addition to denying these same benefits to your competition, the SEO process helps you learn how your target market actually looks for you versus how you think they’re looking for you. If there’s a gap between the two, the SEO process has immediate value for all of your other marketing programs as well. The search optimization process can bring your business development, Web, and writing teams together like never before.
Learn how Sipera used target market knowledge to improve its search ranks. We’re happy to answer your questions, or discuss ideas. Give us a call: 519-265-6406.
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