OK, So How Can SEO Help My Business?
It seems like everybody, and all their mothers too, are trying to sell you SEO. Here at www.seorw.com I’ve covered what SEO is and provided my top-ten tips for selecting an SEO provider, but if you’re a canny operator, you’ll still be asking that crucial question: How can SEO help my business?
Just “what can SEO do for my business,” you keep asking? Recent changes to Google’s search engine algorithms have made it harder to cut corners in SEO, but by and large, that’s a good thing. It means that the smarter SEO providers, the ones who know what they’re doing, have more leverage.
It’s all in the numbers
The great thing about SEO is that it’s measurable. If the effects aren’t showing up in the numbers, then you should be asking why (and sending your optimizer to the naughty corner). SEO should get you more high quality, targeted Web traffic, more inquiries, more ‘conversions’ (from idle surfers to paying customers), and at the end of the day, more cash.
You should also be able to measure your optimization by checking your page ranking in search engines such as Google and Bing. Has it gone up? Is there a page rank uptick across a range of search terms? It’s true that statistics can be slippery, but we’re not talking about some fuzzy ‘well-being’ metric in a psychology journal. SEO results should be right there in your face, as your accountant builds your quarterly returns spreadsheet. If your SEO provider tells you anything different, look to see what color hat they’re wearing.
Ask your optimizer to help you with this calculation:
Increase in Sales – Cost or SEO Services
————————————————— = SEO ROI
Cost of SEO Services
Lord of the pings
I love the lexicon of SEO, with its white hats, black hats and colorfully named Google updates. It reminds me of Tolkein’s Lord of the Rings. Black hats are like Saruman, the evil wizard who invades Middle Earth in the final episode of the trilogy, The Two Towers. White hats are, of course, Gandalf (I know, he’s known as ‘Gandalf the Grey’ but hey, let’s give this metaphor some wiggle room!).
Up to fairly recently, the SEO world has been an algorithmic arms race, a Manichean struggle between the code writers at Google, and the greasy-haired hackers and black hat operators out to make a fast buck. The latter have been on the retreat for more than half a decade since the 2011 Panda update started penalizing sites using bad-boy optimization techniques. I explore this in more detail in my post on ‘ethical’ SEO; check it out.
What this all means is that just as you can ask ‘how can SEO help my business,’ so, too, you can also turn the question around and ask ‘How can SEO f-up my business up?’ Well, quite badly, as it turns out. If you don’t keep your wits about you and end up selecting some snake-oil SEO operator with the morals of a shrub, you may find that your prized website with its expensive domain name ends up exiled to the search engine equivalent of the Dead Swamp, where it could languish for years. Luckily for you, I’ve provided a tip-sheet of things to watch out for when choosing an SEO provider, to help you avoid the pitfalls.
Reality bites: How Can SEO Help My Business, Really?
So, are there any real-life examples out there that we can trust, and which answers the question “how can SEO help my business?” You could spend all day trying to flush one out of the woods, but, guess what? You don’t have to because I’ve done the spadework for you. I tapped my SEO friend Jesper Brøndum, who runs an outfit called Radar Softhouse (www.radarsofthouse.dk). I call him The Danelaw in honor of his Viking ancestry, which also tells you what you need to know about his skills. Have a look at the metrics he sent me, which are genuine SEO results he’s achieved with one of his clients. Confidentiality agreements mean we can’t reveal the client’s identity, but the figures are real and I can vouch for them.
Jesper’s a pro, so you’ll notice first-up that his figures are visually very well presented. He’s not out to bamboozle his clients, so he makes his reports easy to read and understand. They’re also interactive, with buttons and drop-down menus that allow clients to interrogate various aspects of the figures for themselves.
Laying down the Danelaw
You should also clock the fact that The Danelaw focuses on Google organic rankings. He’s clear that the big G is the most important algorithm, and that if you can get your clients set up well in Google, it’ll improve your metrics across the board. Where Larry (Page) leads, others are sure to follow. Why waste your time, and money, tweaking your ranking in Bing when the bottom-line effects will be negligible?
The table shows The Danelaw’s structured approach. He divides the figures into ‘Acquisition’, ‘Behavior’, and ‘Conversions’, which mean ‘getting clients’, ‘what they do on your site’, and ‘how many times they buy stuff when they visit’.
I deal the dope on SEO metrics in one of my other posts, where we’ll encounter The Danelaw again. So for now, just focus on the bottom line. Over a two-year period, by focusing on SEO for Radar Softhouse helped increase client’s eCommerce income by almost 200%, and not from a meager baseline, either. The figure of DKK 712,500 under ‘Revenue’ is (May 2017 rates) is US$104,700, while DKK 2,008,500 is US$295,280.
Question asked, question answered
So, “how can SEO help my business” you ask?
Answer: It raises your company’s revenue. Significantly. And as corporate taxes go lower on the Trumpometer, that leaves you with more greenbacks to trickle down to the Krispy Kreme franchise in your local mall. Kerching!
You’ll be seeing a lot more about Internet activity that can help your business in future articles. Enter your email address and first name below so you never miss an article. We’ll let you know every time we post something new.