Wednesday, July 3, 2013

When, according to the Search Engine Journal, 70% of link search users use organic search and 75% of users never search beyond the first page, can you really afford not to be optimized?

As most now know, it is not enough to simply build a great website. To compete in today’s competitive online landscape, top search engine rankings are a must. It has been proven across many studies that the vast majority of clicks go to the top 3 ranked sites, and the click percentages fall off drastically from there.

So, the question is, how do we achieve top search engine rankings? Similar to building a strong recognizable brand, a website’s SEO requires an ongoing investment. And to complicate things further, because Google’s algorithms are not made public, no one knows the exact formula Google and others use to rank web pages. That said, we do have a pretty good idea of what it takes to get to the top.

Your website itself should feature current, keyword–rich content—Google loves blog articles. On the backend, pages should be tagged with proper Meta data—page titles, descriptions and title tags that include your targeted keywords.

And then there is off-site optimization, which is said to be most heavily weighted by Google. This includes things like link building, article submission, and social sharing.

I have witnessed these combined tactics work for Archer as well as our clients. And by work, I mean drive qualified website visitors—visitors that convert to sales. Studies show that SEO sales leads have a 14.6% close rate, compared to traditional marketing such as direct mail, which is said to have a close rate of 1.7%. And, on average, inbound sales leads cost less than outbound leads.

My advice to you, don’t just build it—make them come. If it’s not already, make SEO part of your integrated marketing strategy ASAP.