Why You Shouldn't Ignore SEO

Justin Stein over at Search Engine Journal has a great article on the perils of ignoring search engine optimization when it comes to your business’ Website. Google and Bing are the only major players in the search engine space right now. Because of this and the fact that people turning away from traditional mediums like the yellow pages, it is imperative that SEO isn’t ignored.

As a Philadelphia area Search Engine and Interactive Media firm, we have clients constantly concerned about the price of organic search. One of the biggest complaints is that even though ranking organically is free, it really isn’t. Unless you have an internal team that knows the ins and outs of SEO, businesses must hiring outside consultants to advise and tweak their business’ site to be best optimized for the targeted keywords.

In his article, Stein further addresses the need to not ignore SEO:

It has always been hard for SEO people to get across the importance of ranking high for a keyword and all the good it does for a business. Many people don’t realize that a large part of SEO is optimizing the site, not only to rank well, but also to achieve the best chance of converting those visits into paying customers. Nor do they understand that the core of SEO is understanding your customer base so that you can advertise on the keywords they are using.

Ok time for an example:

Let’s invent a site for this, let’s pretend you own “http://www.anniversarygifts.com/” and as the name suggests it specialises in gifts for anniversaries. Last month (August 2010), there were 201,000 searches for “anniversary gifts” in the US, (data from Google Keyword research tool).

It is generally agreed in the industry that ranking first on a search will get you somewhere between 35-45% of people looking for that keyword. This number is usually half for 2nd place and continues to drop from there. The second page sites are lucky to receive 5-10% collectively and likely receive many repeat customers, which would inflate the percentage.

If your site ranked first for “Anniversary Gifts” even at the conservatively low estimate of 35% that is 70,350 visitors a month. Before we even get into purchasing that is 70,350 people viewing your site, reading about your products, finding out about your brand and acknowledging your existence. If your site is designed to be user friendly (which is part of the SEO) then the users are likely to have a pleasant experience, share that experience with friends, and return to your site when they need another anniversary gift.

That is only 1 keyword out of dozens you are likely to have, though it is the best one. A well-optimized site can usually get around 10% of their keyword potential and around 5% of those would go so far as to purchase. We’re going to take another conservative low and say 1% become leads, we should therefore expect 704 (rounded up) people purchasing from your online shop A Month. (I don’t know about you but I kind of want to create this site now).

The best part of all this is the fact that everyone who is looking for your keywords is also looking for your type of business, people who type “anniversary gift” in Google are, more likely then not, looking to buy your hypothetical product(s).

Stein shares a great chart showing what would happen if the site didn’t rank first:

I completely agree with Stein’s view of SEO. It’s something that needs to be integrated into every Web project. If not, why even bother building a site? The chances of it getting found on its own for the appropriate keywords are slim to none. Be sure to click over to Search Engine Journal to read more of Stein’s great post.

What do you think? What are your thoughts on SEO and it’s place on the Internet? Post your thoughts in the comments below.

That is only 1 keyword out of dozens you are likely to have, though it is the best one. A well-optimized site can usually get around 10% of their keyword potential and around 5% of those would go so far as to purchase. We’re going to take another conservative low and say 1% become leads, we should therefore expect 704 (rounded up) people purchasing from your online shop A Month. (I don’t know about you but I kind of want to create this site now).

The best part of all this is the fact that everyone who is looking for your keywords is also looking for your type of business, people who type “anniversary gift” in Google are, more likely then not, looking to buy your hypothetical product(s).

Read more: http://www.searchenginejournal.com/why-you-shouldn%e2%80%99t-disregard-seo/24229/#ixzz10BEUUPFw

Seth Goldstein
Seth Goldstein is the Principal Creative Director at Goldstein Media LLC. He has been in the Web design and Internet marketing business for more than 10 years. A self-proclaimed technologist, Seth is addicted to all types of technology. He loves to help businesses of all sizes figure out the best way to use the Internet to grow their business.
Seth Goldstein
Seth Goldstein
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  • http://www.directorysubmissionservices.net Nick

    This is the way everybody should think about SEO. But I think the relationship between website creation and getting the best ranking out of a website is something a bit treacherous. Although great content will get you in good position, tweaking a website is still possible to some extent with great results. And maybe that’s the real problem.
    Should we not tweak at all ?

    • http://www.sethgoldstein.net/ Seth G.

      It really depends. If your site is already ranking well then tweaking can be harder and might hurt your overall ranking until Google reindexes.

  • Philadelphia SEO Company

    This is valuable info, though I think the number one ranking has been taking a hit from the public user and with Google always messing things up for us SEO’s it’s getting harder to maintain rankings. This is good info, but bad in the hands of a client, I could see them saying, “why should I pay you, I lost thousands because your ranking me lower than this place?”