At Vantage Local we recognize that display advertising is one tactic that goes hand-in-hand with other digital tactics in order to shape a strong online marketing strategy. SEO, or search engine optimization is another tactic that must be addressed in order to ensure that you are making the most of your online presence. The guest post we have today comes from Eric Wagner Marketing, an online marketing agency that specializes in SEO.
1. Who is qualified to do SEO in your company?
SEO is a skill just like accounting, marketing, and management. You need someone who is trained and qualified to handle your company’s SEO. That doesn’t mean automatically hand that role off to someone in a computer related field because they are tech savvy. For example like a web designer, IT professional, or a public relations director may have similar skills but don’t assume they all can do it a high level without being trained.
2. Ethics + SEO strategies = Success
Google’s main goal in search is to provide users with the most relevant information and do that with integrity. The quality of their search tools is what makes them the leader in the search engines today. If you couldn’t comfortably tell your clients about your SEO strategies then it’s likely Google will penalize your efforts. Good SEO (aka White Hat SEO) is about longevity and organically growing your site not manipulating the results to give you rankings you didn’t earn.
3. What an SEO company should and shouldn’t promise (what a quality firm will and will not say).
An SEO company should promise a monthly report and meetings updating their progress. They need to provide examples of their expertise as well as a timeframe on goals that are attainable. You’re in a business relationship and should have the same goals and a clear understanding the roles each of you play in reaching them.
An SEO company should not promise lofty or unattainable goals. If it seems to be to too good to be true it probably is. If they promise the moon and the stars they usually have too much fine print or a hitch in their agreement. Most SEO’s will not guarantee top___ ranking with ___ months. A good SEO person will understand they can’t control outside factors that inhibit success but they can control what your site does in relation to them. They are there to help you adapt to your goals of the site.
4. Know your budget, and if fits the goals you’re trying to accomplish.
Small companies can stretch their budget dollars further with more impact than larger ones. This can be from $1,000-$3,000 per month as an online marketing budget. Companies that are doing less will have a hard time devoting enough time to make much of a difference in their SEO.
Medium sized companies (think revenues of >$5 million) will need budgets of at least $5,000-$15,000 dedicated to search engine marketing. This range of company should have continuity between their online and offline advertising to supplement and unify your messages and brand. By doing so will allow you to better analyze your metrics from online while monitoring how your overall campaign is performing. This can be useful in calculating your ROI. This budget shouldn’t include money spent on online advertising or PPC.
Large Companies (think Fedex) with huge websites or the need for a strong online presence should expect to spend $50,000-$150,000. If you aren’t don’t want to compete with other leading brands expect them to gain a in market share from online sales and services.
Differences in B2B and B2C SEO
The amount you need to spend on SEO is relative to your industry and your company’s target market. Most companies that hire SEO’s are B2C operating in an e-commerce marketplace. B2B marketers need to realize the power of search and should use strategies that allow them to be found. The goal of both B2B and B2C is to create a sale. The goals of B2B SEO goals are completely different though.
SEO goals in B2C companies are to generate a one-time sale with e-commerce. They require quick navigation from a landing page to relevant products then to shopping cart and last check out.
SEO goals in B2B are not to create a sale in an e-commerce market place. They are to allow themselves to be found and reach companies looking for their specific service or good. They want to be courted for a long lasting business relationship where they can leverage their expertise and service to the company to gain a client. This could be to become a supplier of goods or maintainer of services.
- B2C SEO aims at getting found by multiple searchers.
- B2C aims at convincing one-decision maker.
- B2C uses brand name keywords and generic tags.
- B2C should stay on the most popular search engines and technologies
- B2B aims at getting found by one big client.
- B2B has to convince a entire company or board to generate the sale.
- B2B will aim at specific keyword phrases unique to their industry.
- B2B will need to know the search engines and technology their customers use.
Keep in mind that each of these numbers go up or down depending on how much online competition there is in your marketplace. No good marketing company will want to take on a fight they can’t win.
Learn more about how to use the correct SEO strategies for your business by visiting us at Eric Wagner Marketing