Results. Results. Results. That’s what website owners are most interested in. I mean, that’s why you are here right? Pay-per-click and Organic SEO are two sides to the search engine coin and both compliment your marketing strategy which should be about … results.
How do SEO results compare to PPC results?
Both are measured differently, so you can’t really say one is better than the other. For quick fast results, PPC can get clicks to your site, but retaining visitors is tricky. For Organic SEO, repeating customers and clients is outstanding, but the road to get there is longer. You can see how both can be applied for an immediate successful marketing campaign.
One Website’s tale in Organic SEO
There was once a nice little website of a local contractor that touted the wares of its vendors. Shiny images of machinery filled the gallery with text of the company’s history. The average email contact was about 1 a week on various types of client’s needs. The business relied heavily on mail drops, radio and outbound calling. Success was moderate, but there was a slight downward trend. So they turned more energy to the website – uncharacteristic for their industry.
Usually, a website redesign could boost the visits and email contacts, but SEO would enlarge the pool of web surfers to come into the site.
The Redesign List
1. Dumped the vendor products to focus on branding the contractor
2. Focused content on what the end-user wants hitting the pain points
3. Segmented the website with different paths for different customers
4. Contact forms for all customer paths and products
Why the fuss?
For #1: To show why they are the choice, rather than a shelf for a vendor product
For #2: People need a solution to a problem they have, not a success story
For #3: To show how people are using your site and what people are wanting most
For #4: To make it hard for people to leave your site without making a decision
Of course they could have left it like that, but they wanted to enlarge the pool out there to capture those people searching for solutions they could provide.
The SEO List
6. Getting a list of prominant keywords in their industry
7. Claiming their local business listings online and filling out the profiles
8. Installing Google Analytics
9. Incorporate Keywords into title pages
10. Adding more pages based on the keywords with contact forms
What’s the purpose of those steps?
For #6: To find out the words people are actually typing in to find the stuff you provide
For #7: To be listed in local listings
For #8: To track your website’s traffic and where people come from to get to your site and how they use your site
For #9: Letting the search engines index your pages according to your keywords rather than “home” or “welcome.”
For #10: Maximizing the amount of opportunities for your site to be indexed as well as spreading a large net for potential customers.
The results after a year:
Astounding. Since there were no analytics with the first website, the redesign clocked in at bringing in an average of 30 visits a day. Through different calls to action, the 1 email contact a week grew to an average of 3 a day. After 1 year of SEO and Local SEO efforts, the average visits increased to 80 visits a day and an average of 7 contacts a day. Because of the results, the company is cutting down on direct mail drops and look to more internet solutions.
Could it have been more? Absolutely, there were many SEO methods that could be implemented, but the local competition didn’t change anything on their sites so the high placement was acheived quicker than average.
As you look at your site, just ask “what do you want it to do for you?”