Business Case for SEO
It is critical to be able to demonstrate in some way the ROI on Search Engine Optimisation (SEO).
While SEO may not have the overnight immediate impact that Pay Per Click Search Marketing does, it provides longer term branding benefits as well as a more compelling longer term financial benefits.
The traffic that comes from multiple Page 1 listings in the search engines is essentially free once you have achieved those listings.
The Benefits of Search Engine Optimisation
- High search engine listings are considered unbiased and non commercial. People trust the organic rankings that appear on the left hand side of the search results page. Many people, even today will say that they “never” click on the sponsored listings. Statistics have show that about 70% of the clicks go to organic listings.
- Once high rankings have been achieved the traffic is essentially free and continues to flow. With Pay Per Click the traffic stops as soon as you stop paying.
- You are able to continually target and get traffic from a broad range of keywords some more general and some more specific.
Making the Business Case for SEO
When making a case for SEO in your business you should consider the following points.
- Value your website traffic. We are able to do this because the Google adwords is effectively a market place that values clicks on keywords. If we know what the cost of paying for a click in the Google adwords system is, say $2 per click and we know that there are 200 daily searches for a specific keyword and we know that a top listing on page 1 of google gets approximately 45% of those clicks (being conservative) then we can calculate that if you had to pay for the same traffic from that top listing you would need to spend $2per click x (200 searches x 45%) = $ 180 per day or $5,400 per month.
- Quantify the potential results from SEO. Take the time to work out what the value of increased search engine rankings is worth to your business. You should have an idea of your lead to conversion rate is; that is of the number of leads you get that convert to paying customers. We can help you work out the number of potential clicks you can receive from multiple top listings which you then use to figure out how many potential sales you can make. You know what your gross profit per sale is so you know what the benefit is to your business. To calculate your ROI you simply need to compare the cost of SEO to the additional gross profits.
- Increase Traffic by broadening your scope. As long as you can continue to target an increasing number of keywords which bring you traffic and sales the cost of SEO is a net positive investment.
- Factor in the Savings: You should also consider the savings you can make as you wind back, eliminate or retarget the expenditure you make on yellow pages, radio, and newspaper advertising. It is important to remember that SEO is the gift that keeps on giving. With these other methods, the leads stop as soon as you stop advertising.
Your FREE Market Analysis
If you want a FREE Market Analysis where we review your market place, the keyword traffic and competition and the potential revenue gains from SEO please complete the form below and we will contact you shortly.
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