I had a client say something to me the other day that I thought was rather interesting. He mentioned that he almost considers SEO as a marketing expense even though its really a web expense. It was then that I realized that many people still do not consider what they do with their website as part of their marketing plan but as, well, just something else.
I think this is most obvious when you consider how little many are willing to spend on their website once they get past the design stage. I've dealt with client after client that had no problem pouring thousands of dollars into their website design but cringe at a few thousand dollars going towards improving traffic and conversions through search engine optimization. Maybe this is why so much more money is spent on PPC (pay-per-click) advertising than on SEO, even though SEO has proven a better return on investment over the long term.
What should be considered a marketing expense in regards to your website?
Web Hosting
Technically, web hosting can be considered a utility expense. It's just another bill you pay each month to keep things moving forward, right? Maybe. But what happens when your web site goes down because you exceeded your allocated server load due to a big marketing push? Suddenly hundreds, if not thousands, of potential visitors are not able to download your site. How many potential dollars are lost? Web hosting is cheap, but good web hosting might cost a bit more. Ensuring that your site remains accessible despite sudden peaks in traffic can mean the difference of thousands of dollars a month.
Web Design
Just about anybody can build a good looking web site, but does the artistic team behind the web site know how to assemble the pieces in a way that generates maximum conversions? You don't know? Well, you should. Colors, images, navigation and text placement (among many other factors) all play a role in how you are able to convert your visitors into buyers. Great looking sites can still be poor performers from a usability and conversion perspective. You may getting plenty of sales, but you also may be missing out on many more with an improved, marketing focused, web site design.
Search Engine Optimization
Site optimization is still often relegated as a function of the IT department. While this view has been slowly changing as of late still too many businesses are not taking SEO and the overall marketing of their web site seriously.
What is the goal of getting your site optimized? Is it top rankings? Sadly, for many, this is still the case. In the strictest sense, SEO is just about achieving top rankings, but that mindset is also changing. Top rankings are (or should be) merely a means to an end. The endgame of getting your site optimized for search engine placement is to increase traffic and conversions. That sounds like a marketing plan to me.
Business owners looking toward SEO to improve traffic would do well to change their mindset to thinking of their website as a marketing expense. Not only will your expectations be more realistic but you'll find that this marketing investment, when purchased with careful consideration, can and should outperform virtually all other forms of marketing on- or offline.
Stoney deGeyter is president of Pole Position Marketing, a professional search engine optimization and marketing firm based in Reno, NV, providing quality SEO services since 1998. Stoney has is also a moderator in the Search Engine Forums and Small Business Ideas Forum. You can read his SEM blog at (EMP) E-Marketing Performance. You can email him with any questions at stoney@polepositionmarketing.com
1. Address your targeted audience on your business site. Example:... Read More
The process of Web application development is critical to the... Read More
In about the Time it takes to Watch a Reality... Read More
While it may seem like a "quick and easy" task,... Read More
Many small businesses have the misconception that their business can... Read More
Everywhere you look these days, people are telling you that... Read More
So your prospect, Mary, is sitting at the computer reading... Read More
It's now easier than ever to take payments on the... Read More
One of the best tools you have as a webmaster... Read More
Simply ensuring your website is accessible to screen reader users... Read More
Most interactive websites nowadays would require a user to log... Read More
So what do you do if need to get a... Read More
Website, website, website, everyone says you need one. But do... Read More
Web sites are an Ongoing Part of Business.All too many... Read More
What happened on your website yesterday? What about last week... Read More
Building a new website can be a lengthy task. From... Read More
I recently helped my mom to launch a website (www.mom2me.com)... Read More
Think up a name and check if yourname.com is available.... Read More
Succeeding with an eCommerce website is a dream for many... Read More
In this example I have used the map of the... Read More
Here's something you may never have thought of before:If I... Read More
After planning the design and content of your website, it's... Read More
Web templates by nature are created to aid and ease... Read More
Internet has opened a whole new world for web developers... Read More
Like any area of business your website needs some effort... Read More
If your company own one or more stores, you might... Read More
Is your website Really useful?I had a 'rep' in yesterday... Read More
What you should do and know if you are an... Read More
Optimal website design is the art of logical navigation.It will... Read More
Starting a business online is no longer as difficult as... Read More
D.zigns dzignerwebs The Basics Before starting on... Read More
With more and more countries around the world passing laws... Read More
Let's begin by setting some limits. If you're like me,... Read More
It may come as some surprise to a traditionally off-line... Read More
Dance is how you pamper your soul and satiate your... Read More
Many executives and investors are skeptical that software products can... Read More
You work hard to build traffic to your web page.... Read More
Wow, we`ve already taken a domain and chosen a web... Read More
If one more business owner tells me their website sucks... Read More
A website is like an information flow, with you as... Read More
The process of Web application development is critical to the... Read More
Have you ever thought the secret behind the success of... Read More
Building a website and getting it online is easy. Driving... Read More
Selecting the Perfect Domain NameThe first issue I have with... Read More
Making a web site is easy. Making a good web... Read More
You've just finished congratulating your marketing team. After six months... Read More
Are you aware that 90% of the websites on the... Read More
Webmasters deal with a myriad of complex design challenges every... Read More
In this example I have used the map of the... Read More
Mini Websites are the most powerful and cost effective solution... Read More
The first thing my business consultant (read brother-in-law) asked me,... Read More
Starting an internet business can be confusing to non-veterans. The... Read More
The art of turning website visitors into paying customers depends... Read More
I talk with so many people who have small businesses... Read More
As a business you can't afford to ignore the Internet... Read More
When web content gets discussed on webmaster bulletin boards, the... Read More
Does your website have a links/resources page?Do you exchange reciprocal... Read More
One of the most useful features offered by some web... Read More
A website is the most versatile and cost-effective marketing tool... Read More
Every online entrepreneur I talk to is asking the same... Read More
Every business needs to know how it is doing. That's... Read More
Developing a website with content that entices visitors to return... Read More
When you consider the billions of individuals and companies on... Read More
Your website conversion rate should concern you. This simply refers... Read More
Yahoo has long offered email, an online calendar, notes, bookmarks,... Read More
SummaryHere's the scoop on what you must know when designing... Read More
Web Development |