By Kim Jackson
Typically our meetings with small business owners go like this:
She: “Oh, we’re good at our website, we had a guy who created it when we opened. The first thing we did! “
Me: “Oh great! What is your web traffic like? What is the cost of acquiring these web-generated leads? What is your sales-conversion ratio? What are you doing for yours.” SEO? “
She: “Huh ?!”
Your website is the most important tool you own. It is where the universe finds you, and where you tell the world why they should choose you over your competitors. Your website is ground zero for all of your marketing efforts – the goal is drive all of your leads there and convert them into customers.
Let’s talk shop for a moment. SEO = search engine optimization. SEO is the art and science of reaching pages Rank higher in search engines like Google.
Why is that so important? The beauty of SEO is that you find organic (versus paid) for) leads that have a better chance of converting into customers.
SEO statistics are convincing: More than 2/3 of the clicks from the search results of websites land in the top 5 results of the SERP (S.ears E.I have R.Results P.Age). But over 90% of website content never gets traffic from Google searches, which means you can vastly improve your chances of being found by implementing a solid SEO strategy.
The average small business in the US spends nearly $ 500 on SEO alone – and that doesn’t include the marketing efforts that go into copying your website. However, in order to maximize the effectiveness of your SEO, it needs to work in harmony with your marketing text.
Kim Jackson is the owner and founder of Personal Brands Media, a micro-media marketing agency focused on small and medium-sized businesses based in Flower Mound TX.