Is This The Best Internet Marketing Strategy For Local Businesses?
There are many different ways in which a local business can be advertised online. Each of these strategies has their strengths and their weaknesses. They all serve a similar purpose which is to increase exposure online. Today’s feature will delve into which strategy is considered the most effective at accomplishing this.
Many will consider search engine optimisation (SEO) to be the best method of online marketing. It is a strategy that, if done correctly, can result in a high return on investment in the long run. However, it also has its drawbacks and limitations and, in some cases, it may not even be a good solution for some businesses.
SEO is a strategy used to improve Google rankings for targeted keywords that are relevant to the business. This is a method that can be applied to any business that has a website and is looking to gain online exposure in front of the very people who are looking for their service. For example, a plumber based in Manchester may want to appear at the top of the search results for a term like ‘plumbers Manchester’. This would more than likely increase traffic to his website and hopefully, some of these visitors will convert to clients or customers.
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One of the reasons why SEO is so effective is because it helps a business target the people who are actually looking for their particular product or service. This is because the keywords used can be directly related to the product or service of the business. So as people do a Google search they will only find results they actually want to find. This is a very good approach to marketing, it gives the consumer the power to choose a business without being pushed to decide who to use. That being said, statistically, the business that will generate the most leads is generally the one in the first position in the search results.
Some business owners choose to invest in Google AdWords as an alternative to SEO. This option can be more suited to some businesses. But generally, most businesses will benefit more from search engine optimization instead. One of the reasons for this is because ranking in the organic search results has a larger percentage of clicks than Google Ads, even though Google Ads are featured above the organic results. Studies show that only around 30% of people actually click on an Ad at the top of the page, whereas the remaining 70% are likely to look past the Ads and go straight the organic listings. This may be because people recognize paid Ads as a false way of reaching the top of Google. A website that has ranked naturally shows that it has built up trust with Google over a longer period of time.
A huge selling point of search engine optimisation is the long term benefits of ranking. If a business is willing to invest in SEO in the short term, it is likely that long-term success will follow. This is because once the website is ranked on Google it effectively becomes a free form of advertisement. After the initial investment, there are no additional costs to keep a website ranking which is obviously very appealing from a business perspective.
However, there are also some things to be careful of with this strategy. The SEO market has gained a poor reputation over the years due to SEO companies that offer the service without actually being able to execute. This results in a huge net loss for businesses who work with SEO companies like this. Finding an SEO company that is capable of ranking a website is becoming more and more difficult. A good indicator of an SEO company’s capability is their own website rankings. For example, if a Manchester based SEO company is ranked highly for a term like ‘SEO Manchester’, they are more likely to be able to help you.
Another drawback of SEO is the uncertainty of making a good return on investment. Even the most experienced and talented SEO agencies rarely guarantee good rankings. This is because Google is constantly changing which can make the process unpredictable. With such a large investment required and no guaranteed returns, this is enough to deter many local businesses from choosing to invest in search engine optimization.
In conclusion, it is important to understand that although SEO is very effective at generating leads, it is merely a tool and there are other areas that must be addressed if you are looking to generate more business from online sources. For example, generating more website visitors does not mean those will be converted into customers. Conversion is a completely separate matter but is equally as important when it comes to closing deals.
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