Archive for the ‘Search Engine Marketing’ Tag

The True Price Companies Pay for Lack of Search Engine Visibility

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.
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Social media and your company’s reputation

While I was scouring my inbox for all the latest and greatest social media news, I came across a very practical and thoughtful question posed by a  LinkedIn group member. Should your company’s online reputation match your offline reputation?

Some respondents offered an unequivocal “yes.” They compared it to your company having a different radio presence than can be offered through television.

I’m not so sure I agree. Each media has its own attributes and strengths. Each media tends to excel at a certain aspect of communications. For radio, it is the voice, the sounds, the intonation we so often miss with text messaging and email. For television, the power of the images married to words and sounds can be mesmerizing. For the internet and social media, the ability to track changing stories, issues and topics, and its rapidly expanding capacity to deliver all aspects of human communication directly to us has become overpowering, if not narcotic.

So I would have to agree that indeed social media represents not just a new set of technologies, but a potential new anthology and customer psychology into the arena. The depths to which this channel can provide communications opportunities seem endless. Because of this, as online marketers here at the InterCon Group and for the clients and business owners we serve, we need to choose wisely, and explore how we can use this channel to further deepen our customer relationships.   So tell us, what do you think?  We’d love to see and share your comments.

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