The answer varies based on:
- How long your website has existed or the type of equity it has built up over time
- How competitive your industry is
- How your competitors’ websites rank and how aggressively they market
- How many pages your website has
- How many links your website has
- How well your website is naturally set up for conversion
- The type of information, services, and/or products your business offers
- The rest of your marketing mix
Experienced SEO strategists should be able to develop long-term authority (for higher page ranking)
through link building, while they also solicit immediate conversions through intelligent content
development, technical SEO maintenance, and social sharing.
If you need to see some immediate financial return on your SEO investment, you should be able to
hold experienced strategists to a three-to-four month window for seeing tangible results.
How Do I know If SEO is the Reason More Customers are Coming to My Business?
Unlike traditional advertising or marketing (e.g. radio, TV, print), SEO offers in-depth insight around
how your campaign is actually performing. Programs such as Google Analytics track many aspects of
online behavior as it relates to your website.
With analytics, you can see in real time, as well as from a historical perspective, exactly:
- How online users are introduced to your website
- How users progress throughout your website
- Where and why users leave your website
- How many users actually convert into customers or leads
You can also set up specific forms of tracking that allow you to see how much revenue your website
produces or how many leads it attracts on a weekly, monthly, and annual basis.
If your phone is ringing off the hook and you’re not sure why, you can purchase phone tracking
software that uses vanity phone numbers to record how many individual customers called your
business through your website.
My Business Is Successful Because of Repeat Customers; Why Would I Need SEO?
Many companies see the majority of their revenue from returning or repeat customers, and so don’t
see the need to invest in SEO.
- What if a competitor becomes more desirable; can you count on brand loyalty to prevent churn?
- What if the economy goes into another recession and your repeat customers can no longer
afford your products or services?
- What if your customer gets restless and wants to try something new?
- What if you launch a new product and your current customers don’t know about it, or aren’t the
One of the classic retention strategies for automobile brands was to create billboards and TV
commercials that were aimed at current owners, not new buyers, to make owners feel good about
their purchases and prime them to buy maintenance services from the dealer.
Online marketing and advertising can do the same job, but are far more cost effective. And trackable.
Suppose your customer has been with you for a while, is bored with the status quo, and gets curious
about your competition. They do a search and find your competitor – and see your paid search ad at
the top of the results.
You’re more likely to look like you’re on top of the game, and less likely to be forgotten.