Today’s marketing is highly centralized around cost-efficient ways to reach millions of people. The internet, or more specifically, search-engines, have certainly provided that platform and it has been the most effective medium for marketing in the past decade. In a study by the Kelsey Group, 86% of people utilize search engines to find out information about a business. That is an incredible amount of business left off the board if you have not adapted to an SEO strategy and are still using the traditional forms of marketing.
Even more incredible is that 73% of activities done online are local searches on Google; with that statistic, it’s simple to infer that these users are searching for services or products in the local area–which could potentially be the services or products your business offers. If you have a local business and are not currently on the first page of being ranked, you run the risk of missing out on a lot of business to your competitors who are more than likely enjoying a steady and abundant stream of traffic. Google has recently just made updates to their algorithm with what the internet marketing community has dubbed, “Pigeon”, and that has drastically improved results for local businesses.
If you are not ranking on a search engine, there is a simple solution that can help you enjoy new clients–which is to start a search engine optimization campaign designed to cater towards your prospective demographic and ranking on keywords that fit your specific needs. Not only do you have the ability to reach more people through SEO, but with the advancements in data analysis and the updates in algorithms, you can channel your marketing campaign to those that would benefit from your services the most.
Think about when you put out an advertisement in the newspaper; would it make sense to have an advertisement offering vegan products when a majority of the readers are carnivores? Sure, you might catch the attention of a vegan, or even a few—but the efficiency and conversion rate is going to be significantly higher if your advertisements are strictly funneled towards other vegans. You could say that SEO is a cost-effective way to conduct market research and the quality of your prospects is considerably higher as well.
Another fantastic benefit is that you can constantly “tweak” your marketing to see what would give you best conversion rates. For instance, let’s say that you put an advertisement in a newspaper or a magazine, and noticed you were only getting a response rate of 7%. We know that is certainly isn’t your product and service, but a matter of what will get people to take action. With a solid SEO campaign, you can closely monitor what’s working and what isn’t, and adjust accordingly on the fly. That in itself should show you how much money and time you could save when you have immediate access to how many people not only saw your ad, but how long they stayed on the website, and how many people left immediately (known as a bounce rate).
Next time, we’ll break this article up into sections with more details on how to take advantage of the pigeon algorithm, how to reduce your bounce rate, and how to use the data as a tool to structure your SEO campaign.