It’s a problem I’ve seen time and time again from business owners that are new to search engine optimization. After a few months of striking out on their own and using popular SEO methods to increase their visibility on Google SERPs, they end up giving up seemingly out of the blue. They’ve gone through their company site and improved the presence of keywords, updated meta tags, set up their social media listings, and even run a fairly robust PPC campaign. Yet, despite their best efforts, they still aren’t seeing the conversions they want.
Regardless of whether the ultimate goal is to improve sales, generate leads, or to get people to simply subscribe to a newsletter, the metrics behind these objectives still don’t show any real improvement. If the business has been emphasizing both organic and inorganic marketing efforts for at least a few months it will see that site traffic has improved tremendously – and that’s about it. Isn’t a well-run SEO campaign supposed to lead to results? What am I doing wrong? These are questions I hear asked all the time.
Turning Potential into Actual Results
The one thing that many people fail to recognize is that SEO, like any other form of marketing, is engineered to get people in front of the business itself. Now, this isn’t to say that SEO and PPC aren’t crucial to maintaining a profitable online business. In fact, the truth is that many companies need to rely on these essential services in order to stand apart from the competition. So then what’s the problem?
In order to get conversion rates, businesses need to emphasis their product strongest at the final step of the sales process. This means having a point of conversion that has as strong and as concise a call-to-action as can possibly be mustered. For example, if a business wants to directly sell site visitors a product or service, then they need to be able to “seal the deal” by convincing the user in the following ways:
- Show the use or value of the point of conversion. Make it appealing in a way that isn’t forced but still very much direct.
- Display how you rate against competing services or businesses. Why should the end user give their time or attention to you instead of Brand X?
- Link to similar items or services that the user may be interested in. As an example, imagine you’re selling shoes. Wouldn’t it make sense to have links on the category page for Adidas go to socks or exercise shorts?
Top-ranked SEO agencies and consultants are able to raise site traffic to their clients’ domains, but the final task of improving the conversion rate is an equal responsibility for both the marketer and the business. Be exciting and provide a convincing case for your call-to-action and you’ll get those results you’ve been yearning for.
MOUNT LAUREL, NJ — (May 24, 2012) – Kenneth Wisnefski, founder and CEO of WebiMax, a leading search engine optimization firm, announced today that the company will host a webinar discussing Google, Inc.’s recent Penguin algorithm update and the future of internet marketing on June 5th at 2:00pm EST. The Penguin was released in late April and is a major update to the search engine’s algorithm and has impacted the entire search community.
“I am pleased to announce that this webinar will be hosted by WebiMax’s own Todd Bailey, Vice President of Marketing and Digital Strategy, Michael Stricker, SEO and Social Media Strategist, and Chris Countey, Director of SEO Strategy,” states Wisnefski. “Our experts will discuss relevancy, SEO signals (including links, social & relevancy), the impact of the Penguin update and how to recover, Google’s Knowledge Graph, and more.”
Google states the Penguin update is another necessary step toward eliminating spammy websites from their search engine, and further declared there are over 50 updates each month, causing webmasters to scramble to stay informed.
“WebiMax employs some of the most talented webmasters in the search community and feels it is necessary to host this type of webinar,” exclaims Todd Bailey. “We have the resources in personnel and experience to be able to discuss best practices including how to adjust your website to the Penguin update and further discuss the future of internet marketing.”
The Penguin update webinar is open to the public but has a limited amount of seats. It will take place on June 5th at approximately 2:00pm EST. All interested may register here.
Led by serial web entrepreneur Ken Wisnefski, WebiMax has established themselves as a global leader in SEO services, E-commerce solutions, social media, web design, pay-per-click management and reputation management. The company was voted one of America’s Most Promising Companies (2011) by Forbes Magazine and recently awarded one of Philadelphia’s Fastest Growing Companies (2012 and 2011) by the Philadelphia Business Journal. WebiMax employs over 150 personnel in 12 offices including 8 U.S. based, and 4 International. Visit http://www.webimax.com/ for more information.
Happy Seounday! I don’t even parenthesize the “eo” anymore. I’m pretty sure Webster’s is admitting it in the next iteration (Did you hear about Brittanica?). It was a good week for SEO firms, readers, and online marketing clients. A lot of good information was produced from within the industry. Let’s get started.
Let’s add a little mood music; here’s some Johann Bach for your pleasure.
Our PR Manager, John Borkowski, often keeps contact with local and national reporters, offering WebiMax insight. Take a look at our press page. CEO, Ken Wisnefski, and other executives often add to popular stories and topics. Here are two from this past week:
Are you in the market for SEO services and a range of online marketing solutions? Contact WebiMax to get started. There’s no initial obligation, just help.
ISEO – Do you know Ryan Buddenhagen? He provides awesome clarification on international business strategies via our Casual Friday video with Todd Bailey. He also writes about ISEO on a regular basis from the WebiMax SEO blog.
Other Webi/SEOservices bloggers to read:
Jason Wersits gravitates toward social media, keeping his finger on the ever-so-often changes to the SMO landscape.
Bruce Rymshaw pens his SEO 101 posts regularly, giving new clients and interested parties tidbits of search engine optimization information in an easy-to-understand fashion.
Verse from across the SEO universe:
You may have set foot amidst the process of PPC (pay-per-click) advertising because you heard, while your business is working day and night, you could get on the ball more quickly, leveraging PPC services (such as Google’s AdWords – Is your brand using AdWords for keyword research? Proceed with caution says Rand Fishkin of SEOmoz.) While the idea of attracting the attention of target markets seems immediately charming, the associated costs could be a harsh reality, especially without experience. The process warrants diligence, the kind of attention a lot of small outfits can’t address on a daily basis. Pay-per-click specialists devote full-time attention to your PPC campaign, allowing brands to enjoy surefooted outcomes.
Three Little Pigs
As the latest Comscore data reveals, Google is still tops in search. 2011 experienced a number of Panda visits, a Google-unleashed penalization system influencing online rankings. You may have heard a number of suggestions regarding upcoming Google updates. It’s like Google’s Panda is the big bad wolf from the Three Little Pigs story. You have to constantly build a better online ‘property’ to meet the Panda’s demands and capricious temper. You could wait, riddled with anxiety, for the next update or align your brand with help. Experienced professionals swear by the hairs on their (chinny chin) chins to keep abreast of ongoing changes and best-practice implementation.
The Tortoise and the Hare
You have the same end goals as your competitors in the race toward customer attention and revenue acquisition. There are parallels between SEO and the Tortoise and Hare tale. Sure, there are immediate changes, which can be performed by SEO professionals (fix SEO technical problems in less than one hour!) allowing for improvements but the process of search engine optimization is a slow-and-steady race, a marathon and not a sprint. Each brand has areas of needed improvement but quick fixes could lead to ironic long hauls. The process of online success requires a lot of in-industry understanding as more opportunities proliferate. Take a look at Neil Patel’s link building tactics; attracting attention requires knowledge of technical, social, copywriting, and other aspects of online marketing. Making quick-and-hasty, in-house decisions is not the way to win the race for consumer attention; slow, steady, experienced, and methodical approaches win in the end.
Rip Van Winkle
Are you sleeping on lines of communication with your target market? While executives are busy, focused with a tunnel-vision-like concentration on business processes and numbers, they can lose sight of target markets, their consumers. Is your brand dreaming of better brand-to-consumer engagement? Don’t neglect the ‘social’ aspect of online marketing; numbers in this Mashable post reflect social sites accounted for over 16% of browsers’ online time in 2011. As with PPC above, social media usage is immediately beneficial, but inexperience comes at a cost. Social media is great for branding and reputation management purposes but is best left to those with experience regarding trends and best practices. It’s no tale, SEOs tailor your business to the Web, making adjustments as your business continues to grow.
This social media marketing only benefits the client’s campaigns. Given that there are over 500 million users on Facebook alone, you can only imagine how many people may come across a certain client’s site at any given time. The benefits of using such media outlets are extraordinary. Not only are you getting your companies information out there to the public, but you’re most likely relaying it to a certain demographic that wouldn’t have known about your business without such a network. The pros outweigh the cons by afar.
These social networks have been known to enrapture and preoccupy those who take an interest in it. However, that’s not always a bad thing. It’s amazing what you can learn and take a liking toward just because you saw something on someone’s page that you didn’t know existed before. Stumbling upon different business, stores or firms can strike an interest in anyone that it wants to. This powerful social media has spread like wild fire and has only emphasized the fact that we, as people, enjoy seeing how others live and work.
The world of Search Engine Optimization has grown so quickly that it has enabled less than reputable firms to try and “cash in” on it’s widespread interest. Google itself even references this notion in their Webmaster Central comments on SEO. Some of the most common instances of this I have found include the following scenarios:
1) Guaranteed First Page Results: No one can guarantee first page rankings, Google itself says so but what some companies will do is play the semantics of this and attempt to get your business ranked for terms that are not frequently searched and have a large amount of keywords, such as Search Engine Optimization Firms in Mount Laurel NJ which is obviously not searched all that often. Make certain to clarify how the keyword selection process will be handled. Make certain that you have a solid understanding as to what keywords the firm is actually attempting to have you rank well for.
2) Firms Referencing They Have Relationships with Google: We often hear of Search Engine Optimization Companies that claim to have a “special relationship” with Google that enables them to do things such as post their clients directly to the Google platform. Nothing could be further from the truth. Google offers no sort of special relationship to receive increased rankings but rather require websites to meet a large amount of specific criteria to gain high natural search results. The notion of “special relationships” should be considered a major red flag.
3) Automated Platforms which Directly Feed Google Information: The idea of any sort of automated software or platform working with providing Google with information is again a major concern. There are no short cuts in obtaining high natural search results, it is a process that is time consuming but will yield great results when actually done correctly. All of our work in done “manually” and while it can be rather laborious at times, the fact remains that is a very good use of time.
4) Outsourcing Services Overseas Helps Save You Money: While there is something to be said that overseas firms can offer services at a lower cost the reality of it is that the quality of the work is always poor and the end result is that you won’t see the type of results you are looking for. Be very wary of firms that outsource their services overseas, it is something that should be clarified with them early on.
5) Different Plan Levels: The notion of the Gold, Silver and Bronze plans that some SEO firms offer is something that confuses me. Does a bronze plan only get you certain results? SEO is not a one-size fits all situation. Each customer is unique in what it specifically needs. Some clients need more of one thing and less of another. Don’t be fooled by the different plan levels, any reputable firm needs to customize a program that will meet your website’s needs.
As in choosing any type of vendor to work with, always ask for references and make sure you have the ability to “opt-out” if the vendor is not providing the type of quality work you would like them to. We work with a month to month program which we feel makes us accountable for our work and we live by the notion “what have you done for me lately”!