Google has a massive effect on your business’s success, whether or not you want to admit it. The idea that another company can control your success can feel like an unforeseen burden, especially for businesses that existed well before the advent of the Internet. Who wants to think about Google rankings when there are so many other things to focus on as a business owner?
What is SEO?
Search engine optimization, or SEO, is when you do things to your website and online presence to improve your search rankings. Since it is so important for your business to rank as high as possible in search results, SEO should be part of your business. But SEO definitely has a reputation of being a scam run by spammers, thanks to those countless phone calls businesses receive promising “top Google results.”
How important is it to be at the top of google?
In 2013, one study showed the top Google result earned 33 percent of all traffic, while 18 percent of all traffic went to the second search result.
Don’t think securing the top spot in Google rankings can make a financial difference for your business?
If you dominate the Google rankings, you’ve got a significant advantage over other websites in the same search results. And if you’re on page two or three? Your website is akin to being nonexistent to the average Google user. Only 4.8 percent of people even look at page two.
Put SEO in your 2017 budget
The truth is Google ranking is important but it takes time and money to achieve the coveted top spot. It’s not an overnight process. So it is important that you plan in advance. Determine the value that each customer brings to your business and consider your cost of sale (COS). Use these two figures to help determine how much you should be spending on SEO each month.
SEO provides your business credibility
Searchers make mental notes of the rankings for the terms they enter into Google and other search engines. They may not consciously realize it, but they do. And in the minds of consumers, your ranking is a vote of confidence: “Google says this business is relevant, so that must be the case.” This may sound a bit far-fetched, but let’s look at it like this: back in the golden age of the yellow pages, if you were looking for a plumber, did you feel more confident in calling the guy on the seventh page of the listings, or did you, like most people, start from the first page and work your way through? Your customers may not realize it, but high search rankings make you more credible in their eyes.
SEO has the best ROI in advertising
SEO rewards your business for its efforts at a higher rate than pretty much all traditional forms of offline advertising — the same can be said for almost all types of Internet marketing.
SEO brings your business traffic
Sure, by itself, traffic is not going to make you any money. But would you rather set up your storefront on a backstreet with no foot traffic, or right in the middle of Times Square? SEO helps bring pre-qualified customers because people are actively searching for your product or service.