SEO is hot.
Unfortunately, SEO still face hurdles and objections.
Here is a summary of the top five challenges you’re likely to face with SEO.
1. It’s complicated to explain exactly what SEO is (and is not).
If you say the term “SEO” to 10 local business owners, you’re likely to get 4 or 5 “What?” responses. Small business owners are becoming more savvy about online marketing every day, but SEO can still be a mystery. Here’s our take:
WHAT SEO IS:
- Search Engine Optimization
- A wide variety of work that goes into getting a website to the top of search engines
- Organic ranking in search results
- Long-lasting online presence
WHAT SEO IS NOT:
- A fast way to reach page one of search results
- PPC, Ad words, or email marketing
- Just having a website
- Short-term results
2. Figuring out the right SEO candidates
Every small business needs SEO, right? Well, yes, almost every business can benefit from SEO.
A salesperson faces the challenge of identifying who can pay for and commit to SEO.
- Franchise businesses are 2x more likely to buy SEO.
- SEO buyers will likely already spend on other forms of marketing like classifieds, print ads, and outdoor advertising.
- SEO fits well with services with irregular or seasonal demand, like injury attorneys, jewellers, dentists, landscapers.
3. Describing how SEO fits with other kinds of advertising
You’ve heard it before from a prospect. “I’m already running Google Ads (or print ads, or email campaigns, or radio spots), so why do I need SEO?” It’s a simple answer: SEO complements every other form of advertising.
People don’t pick up the phone when they hear a radio ad and they always forget the number. They go to Google when they have the chance. And you capture those customers who heard about you on other advertising channels through your website’s SEO.
4. Pricing SEO and proposing a realistic budget
Let’s get this obvious fact out of the way first: SEO takes time and knowledge, which costs money.
We like to set the expectation that it takes at least 6 months to reach page one of Google. (Our method actually does this for over 80% of our clients). So how do you propose a realistic budget for your different types of clients? Market and industry competitiveness, along with business competitiveness are the two main factors that generally determine an appropriate SEO budget.
• Market and Industry Competitiveness. If you want to get your website to the top for searchers across the country, you will face some fierce competition. Conversely, if you’re a plumber in a smaller suburban market competing against 50+ other plumbers, you face more competition.
• Business competitiveness breaks down into an additional two general categories, though more factors may still apply in some cases:
* New or small businesses with less than five employees and one location that get most of their business from referrals. We generally recommend spending between $250 and $1,000 per month on SEO.
* An established business with multiple locations or service areas that already does other types of advertising. We generally recommend spending between $1,200 and $3,000 per month on SEO.
5. Proving the value in SEO
“What does it really do for my business?” That’s the million dollar question when it comes to selling SEO. It’s nearly impossible to draw a direct line from SEO to specific sales. If an SEO provider can prove that claim, sign up with them. SEO is only part of the equation for business success.
Yes, it can move a website to the top of search rankings, but it’s up to the business owner to take it from there.
If you’re looking for a proven SEO product, as well as a partner who can help you sell it, give Ismoip a call today!
Thank you to Search Engine Land for sharing this article.