We live and breath SEO around here, and sometimes we forget that you may not. We are often asked the same basic questions regarding search engine optimization very often. So, I’d like to address these questions head on. Here are the top 5 questions and answers.
Is SEO really that important?
81% of internet users begin their buying process by using a search engine to look for information about a product or service (Pew Internet & American Life Project, 2008). Optimizing your site for the keywords these potential customers are searching for greatly increases your chance of being found.
We already have a strong brand, do we still need SEO?
Your current customers will find you by searching for your well recognized name. But prospective new customers search with more generic phrases. A loyal Nike customer will search for Nike. However, a new runner is more likely to search for “running shoes”. By ignoring the targeted keywords, you’re ignoring lots of potential customers. SEO is one of the most cost-effective forms of customer acquisition.
Search engines already find us, why do we need SEO?
There is a big difference between arbitrary ranking in search engine listings, and ranking for focused keyword terms. More importantly, where are you ranking? SEO Researcher (www.seoresearcher.com) shows that the search results in the first position on Google get 56% of the clicks, and the top three sites get close to 70% of all the click-throughs. While no one can guarantee you a number one ranking, an SEO specialist works hard to get your site ranked as high as possible.
Will we have to redesign our site?
Possibly. Some sites aren’t always compatible with SEO processes. Sites that are full of Flash, for example, can’t be seen by search engines. Sites that were designed several years ago may also need an update.
Isn’t design and SEO expensive?
There may be an expense at the beginning, but the return on investment can be very large. Consider the above example of 56% of clicks for the number one result. If 10,000 people are performing a search for your keywords, that means 5,600 of them will visit your site. If 5,600 people visit your site and 280 of them buy your product (you’ll have to calculate your own conversion rate, I’m assuming an average 5% rate for this example) and the average customer spends $200 with your business, that first ranking is worth $56,000. Now consider the exponential potential for the various keywords you will be optimized for.
Hopefully some of your SEO questions have been answered. If you have other questions, send us an email at email@example.com and we’ll get you an answer!