Folks think that SEO could be the thing that help their website make their sales go up.
"If we could just get people to our website..." is what everyone is thinking. But what is your customer thinking?
What happens in their mind when they first land on your website? That could be a big disconnect because any effort to get them to your website can be lost if, once they're there, your message doesn't resonate with them.
So when folks as us "Can you guarantee an ROI on my SEO or website re-design?" Our answer is always, "Unfortunately, not." Why is that? There's too many things out of our control:
- the pricing structure: what if your price is more than your competitors and you can't convince a prospect that you're worth the extra cost?
- the delivery: maybe they love your stuff, but if you can't get it to them when they need it, it doesn't matter how great you or your website is.
- the service: even if you have what they want, if there's no follow up, or guarantee to the product or service, that could lose a sale, too.
- the product: let's say a home builder doesn't build the features a customer wants: it doesn't matter if the price is good, it's not what they want.
- the sales people: you might have good sales people, but if they don't connect with a prospect they're at a disadvantage.
Since we have no control over any of those items, we can't guarantee an ROI on a new website.
What we can do is get people to your website and have them drop you an email or make a call. But even to get someone to your website (someone who has never heard of you) requires a lot of pieces and parts to work together. Those elements are:
- search engine marketing: this is what happens off your website, and can be web banners, blog posts, social media or any link back that leads prospects back to your website,
- search engine optimization: this is what happens on your website and uses the right keyword phrases throughout your site, and overlaps with content marketing,
- content marketing: this is your online knowledge base and shows your audience you're the expert in your industry. If you get content out there that's shared, linked to or "Liked" you'll be way ahead of your competition,
- social media: we hear company owners say their secretary or sales folks can do social media, but what usually happens is, they do it for two weeks then it drops by the wayside because they already have 100 things to do.
Getting found on Google and social media is an ongoing, ever changing moving target, and without someone guiding you through and helping you avoid the bumps, it too easy to fall into the trap of spinning your wheels. And the worst case is, you could actually be doing your ranking harm by doing something that Google frowns upon.
If you're in the world of marketing, you have to play by Google's rules. If you don't, you're just asking for trouble.