It’s the old adage: ‘Jack of all trades, master of none’. Can a business owner (or even the marketing director) be as good at SEO as an SEO services company? The honest answer is probably: “It depends on the SEO services company”! How good are they? Do they properly understand digital marketing strategies, Google’s latest algorithms, do they know the difference between ethical SEO and ‘grey hat’? Of course, many larger SMEs will have their own marketing department and that may well include some seasoned SEOs. The reality, though, is that most small to medium sized companies have to rely on SEO companies to boost their rankings and manage their online marketing and web presence.
What Does an SEO Services Company do?
Good ones, who really know their stuff, will have a number of SEO packages that they can offer to businesses according to size, niche and industry sector. These packages might vary from a basic on-site improvement service to a fully-fledged complete digital marketing service. What is certainly true is that all good SEO companies will know that the whole process starts with keyword research. Knowing which keywords will produce the best overall returns for clients is like gold dust: so many companies (and that includes SEO firms too!) ignore this absolutely vital step and they do so at their peril. It’s a bit like driving blind-folded: you just don’t know where you’ll end up. In most cases, SEO campaigns with poor keyword research end up at the top of the search engines for all the phrases no-one is looking for!
Let’s look at what SEO is before going too much further….
SEO (search engine optimisation) is a widely adopted online marketing method due to its long-lasting effectiveness. As the digital landscape continues to change, SEO remains an important and efficient web marketing technique.
Though many benefits come with including SEO in your website promotion strategies, the following are the most common:-
Increased Web Traffic
Top positions on Google search engine results always receive the largest number of clicks and impressions. You will find that companies ranking in the top positions get to record a significant increase in organic traffic numbers. Furthermore, the difference in revenue/ sales between a #4 result and a #3 result are substantial. Being on the first page of a search is great news, but being in the Top 3 really ‘cuts the mustard’! So SEO must be a two-pronged attack: getting more keywords into the top positions, but also moving up those high traffic keywords that are lingering below the Top 3.
An SEO services company will also focus on the creation of relevant keyword tags, meta descriptions and title tags that are informative and which will show up in Google (and other) search results. Optimised descriptions and tags will help in increasing the click through rate (CTR), which plays a role in increasing the amount of qualified web traffic being received by a website. CTR is one of the key metrics that an SEO services company will report on to their client.
Return on Investments
Of the various online marketing methods present, SEO provides quantifiable and easy to track results. An online marketing agency will follow a structured process, ensuring that all activities are covered in any particular month.
An SEO services company will do this by checking whether there is an increase in traffic or a change in Google rankings. Good search engine specialists will also use more comprehensive analytics providing more information on demographics, visitor behaviour and other useful metrics.
When it comes to a business website offering e-commerce services, the SEO services company can track the paths taken by consumers before completing a sale on the site. They will even be able to find information on the keyword that was used before completing the purchase.
Search engine optimization is a very cost-effective website promotion method. It is effective because it targets web users who are looking for services and products on the World Wide Web. The inbound nature of SEO also helps a business reduce its operational expenses when compared with outbound marketing strategies such as cold calling potential customers.
Increased Website Usability
So as to make your site Google friendly, designers will ensure that the website is easy to navigate. In doing so, they also make it easier for users to find information on the site easily. Search engine optimisation deals with rearranging the architecture of a site, such as linking existing pages so as to make them easier to navigate. It thus makes it possible for search engines like Google to crawl through the site as well as ensuring that users find information with ease and least number of clicks.
When choosing an SEO services company be sure to ask for some evidence of their work and be satisfied that they have relevant experience in your industry or niche.
One SEO services company, based near London, offers a free, no obligation SEO audit so you can see where you are losing business, what needs fixing and how much work is involved. For help and free advice on SEO, you may wish to speak to Wysi, an SEO services company with over 20 years’ experience in digital and search marketing.