SEO is such a widely adopted digital marketing strategy because it’s an effective way to increase your website traffic. But is it cost-effective? And other than increasing website traffic, what else can a good SEO strategy do for your business?
The Cost Of SEO
Straight up – SEO is one of the most cost-effective marketing strategies because, with the right background work and research, you’re able to target customers who are looking for your service or product. You aren’t approaching them on the off chance they might want to buy from you – you’ve got what they want!
SEO is complementary to other marketing strategies and should be used in conjunction with other methods but, inbound leads (those brought by SEO) cost an average of 61% less than those achieved by outbound methods, such as cold calling.
If you are looking for a cost-effective way to generate interest in your business, organic SEO is the way to go – especially if you’re looking for a long-term way to reduce acquisition costs and boost your brand reputation.
Good Things Come To Those Who Wait
And, the emphasis is on long-term here. SEO is made up of lots of different actions but isn’t really a one-time thing or a something you can buy off the shelf and expect it to work immediately. Sure, there are fixes you can make to your website to ensure it’s ‘SEO friendly’, but generally, SEO is a dynamic and ongoing science.
There are plenty of other ways to generate leads or traffic quickly, but as with cold calling, they tend to be more expensive. The issue with ‘fast leads’ too, is that as soon as you stop spending the leads will dry up. SEO tends to be more sustainable because even though it can take up to 12 months to see optimal rankings for your website, it takes longer to move back down the SERPs. That is unless your competitors up their SEO game, or Google throws us an algorithm update.
The traffic generated by SEO is essentially free traffic to your website – you haven’t paid for a click or a like so arguably, organic traffic is better quality traffic too. Traffic driven by organic SEO is much more likely to convert than an advert you have pushed out or a call you made.
This isn’t to say you shouldn’t use other marketing strategies – for example, increasing your SEO efforts, whilst also using Pay Per Click (PPC) ads is something many businesses do.
Should We Even Attach A ‘Cost’ To SEO?
Although any good SEO agency can show you demonstrable results – increased organic traffic, for example, maybe we shouldn’t focus too much on the specifics.
A long-term SEO strategy focuses on so much more than acquiring leads.
If you’re using an SEO agency to take care of your website and strategy, they will be continually analysing traffic to your website, to see how visitors flow through the website, what pages are the most successful, as well as identifying new ways to increase traffic.
This long-term approach to improving a website isn’t a one-off cost – it’s a long-term investment in a valuable asset. By populating your website with quality content and steering visitors ever closer to contacting your business, you are building up a sustainable way to keep interested visitors returning as well as drawing in new traffic.
Can you put a cost on that?
The Other Good Stuff
So, as well as direct acquisition, how else can SEO bring value to your business?
Your website ranking high on Google, Bing and other search engines brings you credibility and increases your voice. People trust the organic results they see more than they do adverts and are more likely to think you’re trustworthy or knowledgeable if you can make it to the first page of search results.
An example I can think of immediately – search for the phrase ‘content marketing’ on Google and this is what you will see after the paid adverts:
The Content Marketing Institute has dominated results by engaging in good SEO practices and creating engaging content. As a result, people trust them, and they’ve established themselves as a bit of an authority on content marketing.
This approach can give you an extremely competitive edge in a crowded market.
Similarly, you can use SEO to educate an audience. Perhaps your business sells a product or service that people don’t know they need yet. If only there was a way to tell them how much easier/fun/better their life could be so long as they buy your product/service….
An SEO strategy can also work well in good old fashioned brand awareness, which isn’t the easiest thing to measure but you know it’s valuable, right?
Contrary to popular belief, not all visitors to your website are ready to buy, buy, buy – many are still deliberating if they need to buy that thing/sign up for that service. Your website ranking high means you are on the ‘potential’ lists of many customers who may just remember your brand when they are ready to decide further down the line.
Is An SEO Agency Cost-Effective?
GrowTraffic offer competitive rates for marketers and business owners looking to boost their ranking and reach a bigger audience. Before we talk about costs, we like to get to know you and what you want to achieve. Why not get in touch?