Traffic from Organic Search Results
Many business owners think being number one in Google is a magic bullet and with the buzz around search engine optimization, it is logical for a business owner to perceive this as the nextstep. That top rank in Google is not always feasible and many business owners pour time and money into this effort only to be disappointed by the low return on the investment.
Most website owners are familiar with the term search engine optimization (SEO), which is when you optimize the construction of your website, (on-page factors) and use third-party websites, (off-page factors) to increase your rank in search engine results pages. For many businesses, being found in Google is key, especially for those whose products or services may not lend themselves as well to social media. People searching, “emergency hot water tank replacement” are likely not in a shopping mood and the first resource most people turn to, phone in hand, is Google.
Search engine optimization usually requires more technical know-how from a professional and for that reason, its cost can increase quickly. Take the time to determine your needs and calculate how many sales you’ll have to make to see a return on that investment.
It’s important to understand these two streams and how they impact your business to ensure you invest correctly. Efforts to increase awareness either take considerable time and in some cases money, if you plan on hiring a person or a firm to manage the effort. Consider the advice of others carefully to ensure it is in the best interest of your business. Develop a plan and keep your goals clear as the tasks involved in both of these methods overlap and it is easy to become distracted and follow the wrong path. No matter which method or combination of both you choose, remember to analyse your results to find out if your strategy is working for you. If not, adjust your strategy and try again.
Remember, there is more than one way to measure success. If after some effort you are not meeting the goals you had originally set out, but your Facebook page has a lot of Likes, or your TripAdvisor profile has great reviews, you are still winning. Adjust your strategy one piece at a time and keep going until you find what gives you the best return on your investment.