Optimization Services for Website Owners
It takes traffic to be successful online. Most successful websites rely on search engines to provide a majority of their traffic. The more search engine traffic they get, the greater is their opportunity for success.
Your expertise is in producing, sourcing, providing, and servicing the products or services your customers need. Ours is in generating a sufficiently large and steady flow of potential customers to your site to make it profitable. It is a great match. Visibility + traffic + sales = profitability.
Your Relationship with us is About Building Business
In order for us to make your website achieve the goals your business model requires for success, we like to understand what those goals are. We like to understand your business model as much as possible. We like to understand what will represent success to you--will it be a certain number of sales? A certain dollar volume of sales? A specific ranking for specific keywords. It is these concepts we work with in strategizing on your project.
Explain the Goals You Have for Your Site
Do you remember the initial spark of inspiration for having your website developed in the first place? What did you want it to achieve? How did it fit into your business model? Within what time frame did you expect success? Your answers to these questions are as important to us and they should be to you.
Convey the Marketing Budget You Have Set Aside
When you consider that your website is as closely akin to your business' infrastructure than it is to marketing, you realize that development of your site is but the first stage of being profitable online. You need to invest in marketing to make that infrastructure profitable. For every dollar you spend on the architecture of your site, think about setting aside at least another two dollars--if not more to market it successfully. Search engine optimization service is an important part of your marketing budget.
Understand Your Position Within Your Market
Equate keyword dominance in the search engines with market share in the bricks and mortar world and you get the picture of online competition. The leaders always have new competitors looking to take advantage of weaknesses and new competitors have an uphill battle in their efforts to beat out the incumbents. Staying on top means using your muscle to push others down in the rankings. Reaching the top takes being nimble, exploiting keyword niches, and a long term commitment to success.
Commit to a Strategy
Choosing and implementing a search engine optimization strategy based on your goals, budget, and target market share gets down to the heart of the matter of a successful search engine optimization project. You want to see a return on your marketing investment within your target time frame so keyword choice is critical. If your choices are overly ambitious you won't reach the threshold where your investment starts to pay off. Too far in the other direction and you'll find that your keywords are under achievers--easy to rank for but not bringing in any traffic. It is through experience that the balance between the two is learned. When the correct balance is identified, again it is experience that dictates what changes must be made to the site so as to most efficiently achieve the goal.
Measure Results
Just as in the real world, you need to know where you are or where you've been in order to set a bearing on the direction you want to head online. Your web traffic statistics are part of a chain of measurements that help guide your site towards profitability. While your sales figures are the ultimate bottom line, they, by themselves, are not able to tell you what changes you must make to your site in order to increase traffic and conversion rates. Documenting a starting point in terms of how your current visitors are finding you, your current keyword rankings, and your conversion rates for those keywords will enable you to identify and adjust areas of your site that are not performing adequately.
Refine and Tune
While achieving raw traffic goals is the basis of search engine optimization, another type of optimization--conversion optimization--works to make each visitor to your site more valuable. Increasing the percentage of visitors that convert into paying customers is a matter of testing elements of your landing pages such as navigation, graphics, calls to action, and copy to see how they perform against alternatives. Through this process of testing and refining, profitability can improve significantly.
Start making your site more productive by giving us a call today.
