Let’s assume (unrealistically as it may be) all decision makers understand search engine optimization/marketing. An abundance of these decision makers however, forgo the SEO effort entirely. Why? Typically it comes down to 3 reasons:
- Cost/Value… Uncertain the value of SEO/SEM outweighs the cost
- Time/Commitment… concerned about their/staff time commitment
- Fear of the Unknown… deluge of work or not enough work
By far, cost is the primary barrier to SEO implementation. There is no short-cut to successful SEO! A considerable amount of time and expertise is required to deliver sustainable and actionable online visibility. This doesn’t come free … even if the services are performed by in-house staff. What these decisions makers fail to realize is the true cost of lost opportunity/sales heavily outweigh the cost of SEO services.
The following information contains actual data recently mined for a potential client. This is just a snippet of the entire report, but the numbers support our position. Just 10 keywords deliver nearly 22,000 searches/month which equates to nearly 265,000 searches/year. A conservative 3% click rate would yield 10,500 leads. Furthermore, a very conservative 2% conversion rate would produce 200+ sales. Imagine the potential if hundreds of keywords were properly optimized and not just 10! With an average sale of $1,000-$1,500.00, revenue would exceed $265,000!
In this case, lack of search engine visibility resulted in $265,000 of lost earnings potential! This is a huge price to pay for any business. An annual SEO investment of less than $20,000 can yield double-digit returns.
|KEYWORD PHRASES PEOPLE ARE SEARCHING||ACTUAL # OF SEARCHES/MONTH/USA||CURRENT SEO VISIBILITY|
|blow molding machines||1300||Not in Top 30|
|thermoform plastic||1600||Not in Top 30|
|plastic extrusion||9900||Not in Top 30|
|thermoforming equipment||1000||Not in Top 30|
|rubber extrusion||1900||Not in Top 30|
|plastic extrusion companies||480||Not in Top 30|
|plastic profiles||880||Not in Top 30|
|sheet extrusion||1000||Not in Top 30|
|extruded plastic profiles||260||Not in Top 30|
|plastic processing||3600||Not in Top 30|
|TOTALS||21,920 Searches/Mo||Current Visibility – 0|
|LOST OPPORTUNITY – 21,920 SEARCHES/Mo.|
Yup, that is a pretty bold statement. But, in our last 2 weeks of testing Google Glass, we strongly believe that Glass will be a tipping point in the new frontier of search: Voice.
Google has been in the process of building what they call a “Knowledge Graph” for years now. This is different from a typical search engine as we know it, rather, it tries to link information contextually- much like how a typical human brain works. By building this Graph, Google can serve up better results as its now not just looking at the term you are searching for, but also the context. This becomes extra important as we witness the rise of Voice Search.
Only recently has Google introduce Voice Search on the desktop version of Chrome. The Android operating system has had Voice Search for longer and as time progressed, it got smarter and smarter. When Google introduced Google Now for Android (and eventually iOS), Voice Search was a huge part of it. But, it’s a smartphone- there is more than one way to interact with it (voice and typing). This is where Google Glass will help shift the paradigm.
To (mainly) interact with Google Glass, you have to use your voice. Yes, you can navigate menus by touch, but if you want any sort of text entered, you have to say it. And, if you are like most people, you usually speak slightly differently than you type. This is where the Knowledge Graph comes into play. Now, not only can Google search for the specific term you state, but the context around it (Where is the closest train station to me? is an example). Based on the large pent-up demand we have witnessed around Glass, we predict that the amount of searches by voice will skyrocket once Glass is released to the public.
Don’t believe us? Google even has an HTML webform to embed in your own site (must be using Chrome to see):
<form method=”get” action=”http://www.google.com/search”>
<input type=”text” name=”q” size=”30″ x-webkit-speech/>
<input type=”submit” value=”Google Search” />
From better searching, to finding translations, to interacting with devices in a new way- Voice Search is here. Are you ready?