Search engine optimization is an essential component of a business’s marketing and sales strategy. With the rise and rapid growth of the Internet and the demise of many traditional (offline) channels to reach customers and prospects such as the Yellow Pages, having a web presence has become increasingly important if not vital.
Reasons for developing and implementing a clear SEO and web presence strategy include:
To optimize your web presence and visibility.
To build better branding and positioning for your business, products and services.
To increase the online credibility and trust for your business.
To identify a business’ most effective keywords.
To rank higher in the search engines.
To increase traffic from potential customers.
To increase the number of repeat visitors and customers.
To Grow Your Business – $$$
The goals, project scope and budget for search engine optimization and growing a web presence can vary significantly for different businesses. However, the need and importance for having an optimized web presence will only grow over time. At the end of the day, if your customers and potential customers are not finding you on the Internet they are finding your competitors.
The Web is a dynamic place and the search engine results pages (SERPs) can change on a frequent basis. This can be frustrating to website owners as one day they may rank number 2 for an important keyword phrase and two days later they may rank number 5.
There are a number of factors that affect the rankings for a given web page and a given keyword on any given day. These can include:
New sites, web pages and content are discovered by the search engines on a daily basis and may jump ahead of existing pages in the rankings.
Older sites, web pages and content can be taken offline (removed from the web), or decrease in relevancy due to content that is unchanged or seldom visited over a long period.
Older sites and web pages are upgraded or enhanced (SEO) to make their content more attractive to visitors and to the search engines.
The search engines can change how they evaluate websites, web pages, content and links, which can result in the rank of a given page for a given keyword falling or rising without any changes by the website owner.
While these changes can be disconcerting to a website owner or business, they should be taken in context. By having a broader web presence that is not solely dependent on the rank of a given keyword in the search engines results pages a business lessens its dependency on any single source of web traffic. Diversity is important.
A common question. Our normal answer is “it depends.” While not trying to sound cute, we do not offer specific “canned” packages of service. The cost of our services will depend upon the needs of a client. We work with a wide range of businesses and the needs, requirements, desired results and budgets can vary. A few of the parameters that are evaluated as part of a business engagement include:
How large is your website?
How competitive is your business niche or market?
Where do you currently rank for your most important keywords and where do you want to rank?
How many keywords would you like to target?
What is your existing web presence?
What is the commitment level?