Can You Afford Search Engine Optimization?
The real question is - can you afford not to have your website optimized? Search Engine Optimization is more affordable today than ever. After an examination of your business and discussion of your expectations, we will be able to provide a realistic estimate of the time and expense necessary to achieve your goal.
The fees charged by many Search Engine Optimization companies may cause a great deal of confusion. Some companies charge by the page, others by the number of key phrases targeted, and still others by the session. The important consideration for any business owner is to receive the results desired within the budget allowed. IntelliTeam's clients report their results are unparalleled and claim, "It was the best money I ever spent." SEO is of value only if it satisfies the client.
Although expense is an important consideration, it should not be the only consideration. Unlike other methods of marketing, the cost of each Search Engine Marketing campaign is minimal compared to other forms of marketing. We tailor the Search Engine Optimization campaign to meet the needs of each business.
Price is always an issue, until you figure how much is one good, long-term client or customer worth. So how do you justify the investment of either outsourcing your search engine optimization campaign or employing an SEO specialist to do it in-house?
Here are some reasonable calculations that can help.
Jul 05 2000: Forrester Research reported that over 80 percent of Internet users reach sites through search engines. This means if your Web site doesn't attract 80 percent of your visitors from search engines, you're losing out on a lot of free traffic.
Feb 14 2001: A study from NPD Group found that search listings are more effective than standard banner or button advertisements when it comes to brand recall, favorable opinion rating and inspiring purchases.
In unaided recall, search listings outperformed banners and buttons by three to one, and more than twice as many people gave a more favorable opinion of companies in the top three search positions than those featured in ads.
The study also found that 55 percent of online purchases were made on sites found through search listings, while a mere 9 percent were on sites found through banner ads.
Again, if your sales from search engine traffic accounts for less than 55 percent of your total sales, you are missing out on a lot of potential customers.
How To Calculate What Your Visitors Are Worth
For example, let's say you have 5 top 30 positions, and they each bring in an average of 800 visitors a month.
Top 30 Positions - 5
Visitors - 800
Months - 12
Total Visitors 48,000
Now if you set a budget to acquire 5 extra top 30 positions, you would increase your search engine traffic by 48,000 visitors.
If we take the rate of $6,000 for 5 top 30 positions.
$6,000 / 48,000 visitors = 12.5 cents per visitor
How much does it cost you to acquire a visitor at present? Probably somewhere in the 25-50 cent range.
Top positions in pay-per-click search engines, such as Overture, go for as much $5-6 a clickthrough. With the average price of $0.23 per clickthrough. (Overture, 02/12/02)
Based on our calculations above, the cost of acquiring a search engine visitor is as low as 43% of what it costs to acquire a visitor at Overture.
As you can see, Search Engine Mareketing clearly produces an excellent ROI. And don't forget that search engine positioning is effective, because the traffic is very targeted. Prospects who find your site through search engines are actively looking for information on products and services just like yours.
Search Engine Optimization is a science. Just like other forms of marketing and advertising, Search Engine Optimization requires persistence and a lot of testing. The optimization process is complex and time-consuming. You're trying to align your web pages with the ranking algorithms of the search engines, while at the same time trying
to out-smart your competitor's search engine optimizers.
The fact remains, SEO is cost effective, and should not be ignored.