As with any business investment, the question with SEO packages is not what you’ll spend, but how it will pay off. Part of your overall inbound marketing strategy, SEO kicks your website to the next level by improving the “discoverability” of your website in a search engine’s organic (non-paid) results.
There’s a reason it’s called “Google”
The original definition of googol (and note the original spelling) is of a virtually uncountable number – the digit “1” followed by 100 zeroes. Today, the Google search engine seems nearly as mind-boggling. Untold millions of people enter an infinite variety of search terms every moment of every day. How are you supposed to narrow this mob into just the folks most likely to respond to your message?
Search engine optimization takes into account the way search engines work and how people use them. More than just a set of buzzwords, a well constructed SEO plan buffs your website and its associated content into a fine luster, making it’s pages attractive not just to Google, Bing and Yahoo, but also to would-be customers. The ultimate goal of a good SEO plan is to put your site at the top of the search results, where it’s easiest to see and use. It’s a crucial part of effective internet marketing.
Of course, getting your site to the peak of availability takes some commitment of time and resources – and that’s where SEO packages come in.
What it takes:
Your SEO provider must have the training, the talent and the guts to build new audiences for your site.
To attract visitors and turn them into leads – and, ultimately, customers – you and your internet marketing group will collaborate on SEO package elements such as …
Researching and optimizing on-page keywords.
If you don’t think long-tail keywords play a big role on every page of your site, ask someone who knows. Dr. Stone, a Florida dentist, transitioned his marketing from the phone book to on-page SEO. The result? A 600% increase in web traffic.
Creating a publishing schedule with keyword focused blog posts.
You hear a lot about blogs for a reason: they work. For B2C companies, a keyword-focused blog can increase organic traffic dramatically. Well-written blogs foster trust among readers and credibility for search engines, which measure the impact of high-value content when placing sites in their results pages.
After 12 months of active use, according to the industry leader HubSpot, 64 percent of inbound marketing users said sales increased, and 18 percent said sales increased by at least 25 percent.
Leveraging social media.
You’d be hard-pressed to find any customer unaware of Facebook, Twitter, LinkedIn, YouTube, Pinterest and the other major social sites. Love ‘em or loath ‘em, these networks cannot be ignored in inbound marketing. The SEO used on social media ties into the larger strategy and helps better position your brand.
Developing and testing landing pages.
The hardest-working page on your site, the landing page is where web visitors turn into sales leads. How? Through landing-page forms, visitors fill out in exchange for exclusive or unique content (like an eBook or a white paper) or other special offer. This is the make-or-break area of your inbound marketing, and it takes a special touch to make the landing page work right. The best SEO packages include landing page design and testing to ensure the message is getting heard.
Creating related email marketing.
In the excitement of refreshed websites, new blog posts and other content, don’t forget the importance of the lead-generating email. Design, copy, and development combine to create SEO-optimized email messages that attract attention and avoid getting caught in the spam filter. A strong email program is still one of the best ways to realize ROI.
Reviewing your website’s usability.
Customers can tell in an instant whether they’re seeing a professional website or a “do it yourself” free-template job. With your keywords in place and your blogs ready to impress, ensure that your site looks great and navigates beautifully — on a big PC monitor or a tiny smartphone.
Even if outbound tactics like direct mail, broadcast and Yellow Pages worked in the past, today’s marketing lives primarily online. After 12 months of active use, according to the industry leader HubSpot, 64 percent of inbound marketing users said sales increased, and 18 percent said sales increased by at least 25 percent.
The different levels of SEO packages bring into focus the many opportunities to reach new customers where they live. It’s an investment in your business that you cannot afford to ignore.