Before we delve into the specifics of SEO counselling, let’s take a look at why you actually need search engine optimization and how SEO fits into other marketing channels.
Companies that rely heavily on paid traffic should be aware of the fact that the costs of these channels will increase annually and that, in the long run, they’re bound to experience issues. Statistics indicate that the cost per click can increase by up to 25% in a single year (source – in 2017 vs 2016, the CPC for first page non-branded keywords increased by 24%).
In certain industries, the situation is even worse. A new, rich and very patient competitor enters the market, resulting in a significant increase of the CPC that you need to offer to have your ads displayed. Google / Facebook / Linkedin / Instagram restrict your advertising efforts, meaning you can no longer engage in advertising or can only promote your products with ads / claims that don’t bring the desired results. Perhaps, you’re engaged in a sector where you’re certain that this will happen sooner or later. Your only way out (OK, OK, I know I’m exaggerating; it’s merely one possible solution, though still highly recommended) is search engine optimization to ensure organic traffic.
Organic traffic, i.e. users that visit your website regardless of whether you’ve invested into marketing, is vital. Organic traffic should constitute at least 40% of the total website traffic (source). These 40% form the basis of the website revenue and ensure your survival. Of course, as always, the devil is in the details (and this particular one is especially nasty); a distinction between branded and non-branded keywords needs to be made.
However, if you operate an established brand, these 40% can be misleading. If your traffic is the result exclusively of branded search, then organic users will not increase your reach. Instead, you only steer the buyers that are already familiar with your brand. Check the conversion rates of organic traffic on your website. A high conversion rate isn’t beneficial since it’s a clear sign that your traffic is made up of users that are already familiar with your brand, i.e. branded traffic.
Organic search engine traffic should result in new users via non-branded keywords and the percentage of organic new users ought to be much larger compared to all other channels that attract visitors to your website. That’s what makes search engine optimization such an important process as it can significantly improve company operations if carried out correctly.
STRATEGIC OPTIMIZATION POSITIONING FOR SEARCH ENGINES IN ONLINE MARKETING
It’s not easy, I know. There’s a myriad of channels that can attract quality visitors to your website. And there’s even more channels that can attract visitors. Last but not least, there’s even more channels.
That’s why it’s extremely difficult to decide what and how to focus on. Recently, I meet the owner of a successful online store for coffee, who said, “You need to put your faith in SEO and it needs to be your primary objective.” And that’s dead certain. This isn’t a dogma in the sense of, “Someone said so in some two thousand year old book.” It’s facti bruti (yeah, I have a degree in political sciences, so sue me).
The distinguishing advantage of organic compared to other visitors is the fact that you don’t have to pay for each individual visitor. Regardless, the channel is not free, or else people like me would have problems making a living from search engine optimization. Nope. You’ll still need to pay someone, either an in-house expert, an external consultant or an agency.
What’s more, you’ll need to invest in the content, backlinks, technical optimization etc. But, to reiterate, you won’t have to pay for each additional visitor. In AdWords, you pay for a click. It’s the same with Facebook. At cnn.com, you’ll be charged for every display of your ad. [s1] In e-mail marketing, you pay for every sent e-mail. On TV… Well, TV isn’t a digital channel. Organic visitors come at an identical price, regardless if a keyword attracts two or fifty thousand to your website. Their price is the same.
This means two things.
- Organic traffic should make up the majority of visitors of a website. The majority that visits a website continuously and buys constantly. They’re attracted by branded keywords. Also, they’re attracted by keywords that are closely associated with the purchase in scope of the decision-making process. Category names (running shoes), product names (nike air zoom pegasus 35), brand categories (nike shoes), product brands (nike react).
- Organic traffic should arrive to your website via keywords that are so far removed from the purchase decision (in CD) that they don’t actually lead to the purchase phase. But they should be searched for often. This way, you’ll be able to make first contact with thousands of visitors who’ll be introduced to your brand. The percentage of new users needs to be larger vs. the average of the entire website and the purchase conversion rate should be approx. 10-times lower compared to the website average. In a year, these visitors will become buyers. But in the end, they will become buyers (and what’s most important – when we begin ranking, we need to do something with the traffic. Like set up the lead-magnet and collect e-mails. At the least.).
For years, search engine optimization has included four equally important areas: analysis of keywords, technical optimization, content optimization and backlink acquisition. If you’re after more in-depth information, continue here.
The magic happens when a person correctly arranges these three, four items. And this is the result of years of experience and various projects. Enter – me. You can find my contact information at the top of the site.
HOW SEO COUNSELLING IS CONDUCTED
Generally speaking, a uniform SEO counselling process doesn’t exist, because it comes down to your website, your competition as well as your company. As a rule, SEO counselling is composed of joint efforts in the preparation of SEO campaigns, which you manage yourself, while the results are reviewed jointly. These activities are usually conducted weekly or every other week and the activity interval can be adjusted as needed.
You should remember two things:
- SEO optimization is always performed by you and your team.
- Counselling is aimed at defining the objective and realizing it, putting an end to fumbling around in the dark.
What’s most important is that you’re ready to take action. In a week from my visit the website needs to be reprogrammed, the contents drawn up and unlinked mentions established. All in all, there’s plenty of work that needs to be completed. And probably (well, certainly) some investments made. This means that you’ll need to have some marketing budget left. Make sure that you have the necessary personnel and needed funding.