Rapid increase in our market share.

Orkney Property Centre, Orkney

Why Do You Do SEO?

If you do your own SEO, or you pay someone to do it for you, then you must have a reason. But what is it? Is it because you think that you should; that everyone else is doing it; that someone told you too; or even that you were sold it!

Spend 1 minute going through the following. It might cause you to stop what you are doing completely. Perhaps it will set you off on a different direction. For most businesses it will be a wake-up call.

There are probably 3 main things that people want to achieve when they undertake SEO. So let's look at each in turn.

The most common, is to get better rankings. This means that if someone is looking for your particular key word or phrase, that your web page will appear at "number one in Google". This seems like common sense. It is what the online marketing sector has been selling for years, and it is easily demonstrated. Unfortunately, in isolation, it is very unlikely to help your business. Being number 1 doesn't always mean lots of visitors.

Those who understand the above, who have learned it through bitter experience, or who have better advisors, realise that the above is approaching things from only one direction. The purpose of the exercise is to get more people to visit your website. To a large extent, how that is achieved is immaterial, and SEO might not be the best, and certainly not the only way. Such people invest time and money into both traditional and pay-per-click advertising, as well as anything else they can think of, in attempt to get more visitors to their website. Unfortunately, doing so in isolation is unlikely to work either. Visitors who simply leave are a wasted opportunity.

The final stage is actually getting your site visitors to do what you want them to do (to make you money). This might be phoning or filling in a form. If you sell online, it would be to buy. This is known as a conversion. If this doesn't happen, then steps 1 and 2 are simply vanity projects.

In our experience, the most successful long-term and ongoing online marketing projects, take all of the above into account. Traditional SEO has its place. So does paid advertising such as AdWords. So too does "conversion optimisation". They should work together in a planned way.

Very few websites deliver their commercial potential. Very few websites are being marketed using the three-pronged approach outlined above. I would suggest that this explains the poor performance.

If you are happy with the performance of your online marketing, then congratulations. But what if you have a problem? If you don't care about your website marketing, then it's not really an issue. However, you wouldn't have read this far, would you?

Usually I would suggest that you first contact whomever looks after your website. However, you may now realise that website design and website marketing are two different skill sets. That is why web designers pass clients to us. Get in touch and I can tell you how we could help you.

By Kenneth Mackay, 14th April, 2015

This is one of a series of articles that deal with common issues when promoting your business online. We hope that you found it useful. Go to our online marketing tips to see previous pieces of advice. If there are any topics that you would like covered, please let us know.

If you need to promote your business online, then contact us.