More Customers, More Revenue: The ROI of Investing in SEO

The benefits of investing in SEO services are endless. With its cost effectiveness compared to other marketing strategies and having a proven record on driving traffic to one’s site, the importance of SEO services cannot be overlooked. Growth Driven Design has created an SEO Infographic that discusses “10 reasons why your business cannot ignore SEO”. Three of the reasons state that 93% of online experiences begin with a search engine, over 70% of clicks go to organic searches, and 75% of users never scroll past the first page of search results. These statistics alone argue the idea that if a business were looking to grow and obtain new leads, SEO is possibly the best way to do it.

SEO is important in digital marketing because marketing has changed in many ways. Billboards and print advertising no longer attract consumers the way they used to. Millennials and Generation Z use technology as their primary source of communication and information. A recent study showed that 54% of millennials have visited a website after seeing a product on a social media feed. This new generation utilizes the internet to find and obtain information. The evolving generations rely heavily on searches because they are quick, to the point, and always available. SEO has become a crucial way to help mature the business reach and awareness as more and more consumers turn to the internet for information.

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results. Often times, the higher and more frequent a site appears in search results, the more visitors it will receive. This process incorporates various search engines, insurance of what people actually search for, and keywords typed into search engines. Optimizing a website may involve editing its content, HTML, and associate coding to both increase relevance to specific keywords and to remove barriers to indexing activities of search engines. There are many different aspects of SEO, ranging anywhere from the words on your page to the way other sites link to your site on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.

What is SEO?

Besides that, SEO services widen the profit to investment ratio. There are many TV ads might cost huge investment with a high risk ads marketing to promote a product. There are always no guarantee to the TV ads to reach large customers to buy the products. The customers might forget the product when watch the TV because of the many choices or products and also the TV ads can be only viewed at the scheduled time. A PPC search engines marketing related to SEO keywords can take less costly and give a better response. This is because any investment that have being made by these SEO services it is more guarantee to reach the right customers. The best example is if the customers want to buy a second hand smart phone. They only search the second hand smart phone in the internet to compare the price and the quality. By visiting these sites there are many user will be attracted to buy the product. SEO services show a more visible effective result to guarantee customers to view the product. This process can make a more brand focused marketing because the target is more specific to the customer.

Search engine optimization or SEO is generally a process of consulting promises that make a website more appealing to search engines, resulting in better rankings and listings in organic search results. A keyword analysis is performed for both organic and PPC search engine marketing. It is to make a definite webpage and to compared this page to some other websites come under the top 10 ranks. SEO services are one of the most globally functions that are more perform by any webmaster to harvest better income. It is very useful to any kind of business either small or big and it doesn’t require any physical appearance. It is very cheap to use and also get better income compared to the offline marketing.

Importance of SEO in Digital Marketing

Importance of SEO in digital marketing is a subject that cannot be undermined. Right through the years, SEO has become a great deal more substantive than simply knowing whether or not it’s easy to get to a HTML website. As web clients become more sophisticated, the systematic approach to SEO has become really huge in offering readability to receive insightful and cutthroat intelligence on why and how to shape your advertising post in a specific way. Although to my understanding, this conception of reverse engineering content is nothing new in the advertising and marketing business, or at least in successful marketing cause it’s always been large to tune ROI. Even so, I feel it is vastly emphasized in the latest years with the increase of data science, information and lax net neutrality from browsers. This creates an environment where more visibility to the content came from acquisition in preference to mere intuition and as the article suggests, it’s by gaining more visibility that we can expect to see greater results.

Benefits of Investing in SEO Services

There are people who argue against SEO on the grounds that they can just use PPC (pay per click) advertising. PPC may work for some, but not everyone. It’s been proven that many internet users do not click on internet ads. Many users have learned to “tune out” ads. Ads may get the message across, but it’s the organic results that are more likely to convert users into paying customers.

One of the biggest benefits of investing in SEO (search engine optimization) is having a higher return on investment. Many companies who purchase ad space, or some other form of internet marketing, see little to no return from their investment. This is very discouraging because they feel like they are throwing money away. This is because the internet user has learned to tune out most ads. There are even browser extensions such as Ad Block that will prevent users from seeing ads on a website. Doing SEO will increase traffic to your website by making it easier for people to find you.

Understanding SEO Services

The first of these activities is On-Page Optimization. This is the act of adjusting the website content and structure so that it can be easily found and categorized by search engines. The goal in mind is an increase in search engine driven traffic to the site from users who are looking for what the site is offering. This is a crucial activity because a site must be structured in a search engine-friendly manner; it’s no good having a great-looking site if nobody ever sees it. When applying on-page optimization, there are several key factors to increase search engine traffic. These include producing high-quality content that can be found by search engine spiders, offering a better user and information experience to viewers, and getting rid of things that are detrimental to search engine rankings. This can include getting rid of duplicate or low-quality content and decreasing the load time of the site.

When paying for SEO services, one must understand that the service itself encompasses a wide range of activities. Any service package must have these various activities in one form or another to be considered a “complete” service. It’s generally accepted that the SEO service provider will do these activities, but you should be aware that it is a common push from clients for the service provider to be proactive and go above and beyond what is the basic activities.

On-Page Optimization

A method to improve the user experience, the click-through rate (CTR) from search results to your page, is to implement rich snippets. Rich snippets add a visual layer to existing META tags, and you can use various types of snippets such as breadcrumbs, event details, and product information. Rich snippets can be tested using Google’s Structured Data Testing Tool.

Keyword research can be done using various free and subscription-based tools, such as the Google AdWords keyword tool, and more advanced SEO software. Once you have decided on the right keywords for your website, you should attempt to integrate these into your META data. The META Title and Description tags are the first thing a user will see in the search engine results, and also what will be displayed when your page is shared on social media websites such as Facebook. By making these tags both keyword-rich and compelling to the user, you should notice an increase in relevant traffic.

First of all, it is going to be useful to perform some keyword research and analysis before deciding on what keywords to target with the on-page optimization. By targeting the right keywords you will be bringing in the right kind of traffic that is more likely to convert into a lead or sale. This will be advantageous to the return on investment (ROI) for your SEO campaign, and will save time and effort further down the line.

On-page optimization is the process of making the website search engine friendly. Search engines scrutinize website content to determine if the page is relevant to what the user is searching for. A variety of things can be done to the content itself as well as the HTML behind the scenes in order to optimize for search engines and I will be discussing these things in this section.

Off-Page Optimization

The bulk of off-page optimization is comprised of link building. This is the process of getting links from other websites to your own. The value of each link is determined by the linking site’s page rank and relevance to your site. This is both good and bad since it is ideal to get links from high page rank sites, but at the same time relevance is more important than a high page rank and can be quite an undertaking. A good analogy that is often used is that having a link to your site is similar to a vote for a political candidate. The more votes, the better, but the quality of the votes in terms of who is voting and their knowledge of the candidate is what will help it the most.

Off-page optimization revolves around the anchor text that is used to link to your site. This helps to determine what keyword your site will rank for. If someone links to your site with the anchor text, “cheap used cars,” then that is the keyword your site will begin to outrank others for. Now obviously you do not have to only use the keyword “cheap used cars,” and when professionals link to your site they will likely use many different anchor texts to help your site rank for a variety of terms. This ensures that your site will not only rank but rank for a wide array of keywords, receiving the most exposure possible. This simple tweak to not overlook the power and value of a single word or phrase. Now, this does not mean to go and start spamming forums everywhere to get people to link to your site with anchor texts. This can be looked at in similar terms of page rank and can lead to penalties that will deprive your site from its dreams of grandeur.

Hiring a search engine optimization company comes with many benefits. You are allowing professionals to assist in setting up your site in ways that will help it to be found easier by search engines. This is essential since search engines serve as a starting point for millions of people on the internet. You can have the most amazing website, but it matters nothing if people cannot even find it when they are searching for relevant topics. This can be counteracted with off-page optimization.

Keyword Research and Analysis

The basis for every search engine marketing campaign begins with the thorough research of keyword and key phrase selection. This is because if you do not select the right keywords, in other words, those that are not being used by potential customers, you are not optimizing your website. It is very important to select the right keywords to optimize because the time taken to optimize a website for a particular keyword only to realize that it is not the one being used by customers is time and money wasted. Keywords are the lifeblood of pay-per-click advertising, so much so that it is impossible to have a successful campaign without a good selection of them. Analysis of the competition is also a crucial aspect of keyword research as this can determine how to direct an SEO campaign. If a keyword is particularly high in competition, ranking for it is next to impossible. You could well spend more time and money trying to achieve a high search engine ranking for that keyword than if you had decided on a different one. High competition keywords also have a higher price and bid rate for pay-per-click advertising, and while a successful campaign can bring great returns on investment, it would be very costly if money was spent and no conversion rate results were seen. Once PPC or organic search results have been achieved, regular assessment of the performance of keywords and key terms is essential to refine and alter the focus of the campaign. This is based on the fact that the performance of key terms can be different for organic searches compared to PPC. Regular evaluation and modification can also save money, as there is no point in spending money on unproductive key terms. This could result in killing the campaign and a website not being well optimized.

Content Creation and Optimization

This past year, a few of my clients have asked “why should we continue link building?” They made this inquiry based on the recent release of Google’s Penguin 2.0 update. Link building is not dead, in fact, it is still an essential component to an effective SEO campaign. In response to the Penguin update, the focus has shifted from quantity to quality. Low-quality spammy backlinks can and may hurt your website, however, they are easily disavowed. High-quality backlinks are harder to come by, but they will greatly enhance your website’s value and prove to be more rewarding in the long run. An effective link building campaign will yield an array of high-quality backlinks, and there are several methods to accomplish this. Directory submissions and forum links, provided they are of high quality, are quick and easy methods of acquiring backlinks. However, they are often devalued and no longer yield the same results as more sophisticated methods. A more effective approach involves acquiring backlinks from industry-relevant websites, blog creation, and guest blogging. Backlinks obtained from industry-relevant websites are extremely valuable, as they serve to validate your site’s authority. This may involve communicating with other webmasters in order to discuss and exchange backlinks. Blog creation and guest blogging are also effective, as these methods involve the creation of content that will contain backlinks for your site. This content can be posted on the client’s site, but it can also be submitted for publishing on other sites, which will provide additional exposure and backlinks.

A website’s content is the most important factor in determining its rankings in search engine results pages. Search engines are designed to provide users with the most relevant and useful information, so they give higher rankings to websites that contain quality content. SEO service providers will work with the client to develop an effective content composition. Typically, this will involve the copy on the existing websites as well as article submissions and press releases. A professional SEO services company has expert content writers who offer copywriting as well as high-quality content for the website and/or articles. Copywriting involves the creation of unique and persuasive content that appears on your website. This is a critical component for converting site visitors into paying customers. In addition to copywriting, an SEO services company will submit articles and press releases on behalf of their clients. This involves writing content that is relevant to the client’s website and submitting it to various online publishers, who will in turn publish the content on the client’s site. Article submissions and press releases are effective because they provide backlinks to the client’s website. This, in turn, will enhance the website’s value by providing targeted traffic. As an added bonus, the content provided by and links created from article submissions and press releases often result in very high-quality backlinks.

The ROI of Investing in SEO Services

If we take into account the essence of SEO future proofing as keeping up-to-date with search engine changes to maintain or improve rankings, it can be argued that the potential return is infinite considering that SEO is an investment which can prevent loss of rankings. This is because there is no opportunity cost, and no money is spent in exchange for a ranking unless an advertising buying PPC is taking place. SEO only incurs cost in the event of gains, an example being a higher organic ranking. The only ROI measurement in this case is the increase in traffic as a result of improved rankings comparing the organic and PPC traffic. The stated example still applies in this case and provides the proof that active SEO yields a consistent positive return. This increased return results in increased business generated and can be translated into increased sales, the value of which easily exceeds the SEO cost.

To calculate the ROI of SEO for future proofing, we can use this example: Suppose a company invests in optimizing a page that is ranked 4th on Google. They have identified that a 1st position ranking is more favorable and provides them with increased targeted traffic. 3 months after the optimization, the page is now ranking 3rd and in 6 months it is ranking 1st. The value of this SEO service can be determined by using the previous traffic from the search term to estimate increased traffic and then applying the increased traffic to the difference between the previous and new ranking. Waynewright has suggested using the PPC value for a keyword as a metaphor for the amount of traffic. An increased return on SEO can be determined if the increase in PPC traffic is compared to the increase in organic traffic, but since the traffic is the same, the ROI is the difference between the PPC cost and the SEO cost. The SEO service continues to provide an increased return, as long as the extra traffic maintains the improved rankings. This example only demonstrates ROI for this one page and search term, but can be applied to all cases of SEO returning a consistent result.

Considering that search engines such as Google, Yahoo, and MSN are constantly changing their ranking algorithms, it is important for websites to keep up-to-date with these changes to remain indexed in the top positions. SEO is an ongoing process that requires maintenance, and for this reason, many businesses are apprehensive about investing in something with an elusive return. However, the need for keeping up-to-date with search engine changes to maintain or improve rankings provides SEO services with a consistent return.

Although return on investment is difficult to measure in SEO, Waynewright has a point. He suggests that you need to establish the business case for investing in SEO and one of the best ways is to calculate the potential return on this investment. Let’s have a look at the return on investment for future proofing.

Increased Organic Traffic and Website Visibility

In the case study, we will examine the example of a business which required an immediate increase in sales/leads to avoid impending financial loss. This study will consider the nature of how sales were increased to determine the ROI of the SEO investment. At this point the business had 25 local customers, and sales were initiated with a one month trial. Organic traffic was tracked through Google Analytics to determine the specific term in which the trial customer was searching for and the results were astonishing. Over a 5 month period there was a 500% increase in traffic which yielded to a sale, indicating that the trial was successful. The amount of trial customers who were also successful to the sale was also determined to be higher with there being a recorded increase in sales quality. This case exemplifies the previous mentioned promotion with the results proving a successful change in the companies selling proposition. The specific term traffic increases also a indication of product placement, showing the trial was a success as it was easier to find compared to the trials previous something which is essential for place and distribution. At the end of the term the increase in sales has saved the customer’s job and also provided a greater return to the investment. With an increased $5k/m investment to improve a failing AdWords campaign marketing mix modelling determined a less efficient $1k return. Comparing to the $3k/m SEO spend, this has currently saved a further job with potential to increase the SEO investment for further results.

Take this following example. You are the owner of a small company which is in urgent need for additional capital to compensate for the liquidity crisis. You have an idea that the company has to process some form of loan, but with such an aggressive market you don’t want to be spending a lot of time shopping around for a loan, as this could prove to be more costly than what you expect. If the loan shopping took 1 hour and saved $1000 into your pocket which would have not been saved if more time was spent shopping a cheaper loan, this activity would have a positive NPV. This is exactly the mindset in which businesses can relate to SEO. The more clearance to what an individual is looking for results in less time spent looking for it. In terms of SEO, it pertains to a consumer who is seeking a product/service like yours. Finally about to being the investment more traffic and customers is the main goal. At a higher rate, this allows more easily accessible information on how the customer wants what sort of needs the product/service for. This increases the chances of closing a sale. The increase in traffic and the better quality of selling proposition can be related to marketing mix modelling. This compares to the price of the product; SEO in this case being the product is a modest investment with a higher ROI. The increased traffic and sales is promotion, using the increased findings of the MMM to propel the sales and finally the sale close itself is place and distribution. Following up, sales/leads usually have tracking identifiers. SEO can be tracked by increases in rankings, traffic and also result in improved sales/lead quality. Usually there are also more efficiencies of tracking tools in online marketing compared to other advertising channels.

Search engine optimization is widely known to be a crucial marketing strategy. However, it is the ideal investment option for nearly all businesses. This is particularly true for businesses with established competitors. The ROI on SEO can be great, especially for businesses that are clarifying the importance of ROI. When an organization sets forth an investment, they consider to what extent this will provide a return. SEO has set up businesses for an inevitable return, considering the last of the company is to get their name in place they can be easily found, this is often called an information resource.

Higher Conversion Rates and Sales

This is a roundabout way in which the customer purchased the product and it was all facilitated by the SEO on the part of the PC accessory company. Often times, the customer does not have to directly click on the search link to the site, just the brand name or product will be sufficient. This was a major factor when considering the effect of SEO on the customers today are very informed when it comes to product information. They are avoiding sales reps in stores and instead find information on their own. This is perfect for sales of high involvement items. A company can sell a product to an online researcher and shopper without any persuasive sales pitch. Once it is the intent to buy the product and two it is from the consumer’s image of the brand created from the online information found. SEO has helped to greatly influence the buying actions of customers today. From information scattered across, it has long-lasting effects with continuous improvement in SEO techniques.

Now, the customer who has been directed to the PC accessory site may just be browsing with the intention of finding out the cause of the recent higher search ranking. He may come across the site and takes note of the site and its products. A few days later, when he decides to purchase an accessory, he may think of Google and the higher ranking site he found beforehand, which in his mind he views as a mark of quality.

This simple action may not seem all that significant, however over time as the search engine recognizes the sites selling PC accessories, the search rankings will be higher. The company now uses the links, which also enables potential customers to find the PC accessory website. More often than not, the customer will conduct research and/or shop around before making a purchase of any PC accessory. This is because it is considered a fairly high involvement purchase, something where the buyer would be willing to spend quite a bit of money on.

Conversion rate is a measure of your ability of the website to trigger some sort of action from the visitor, such as filling out a survey or purchasing a product. A higher conversion rate is what all businesses strive for as it means more customers. SEO can have a noticeable effect on sales and at no cost for the sales channel in search. Take for example a company that sells PC accessories online. The marketing manager for this company has decided to purchase 10 links from other IT accessory companies.

Cost-Effectiveness and Long-Term Results

A key factor in gauging the return on investment of SEO services is the cost-effectiveness and long-term sustainability of increased organic traffic. Research conducted by GroupM UK and Nielsen in 2012 suggests that search engine users are most likely to trust a brand that appears in the top three positions of organic search results. As search users become more familiar with a brand, they are more likely to engage with the brand or conduct a brand-related search. Businesses looking to allocate their marketing budget with a long-term strategy in mind will find that search engine optimization is the most cost-effective, sustainable method of achieving this aim. The logic behind this lies in the understanding of how search engines generate traffic. Search engines are a major source of traffic to most websites, serving as the catalyst between searching and consumer engagement. This method of attracting consumers is the most cost-effective, as it enables companies to reach consumers when they are most likely to engage with a brand or product. The increase in consumer engagement achieved through SEO has a very high lead to close rate, far surpassing that of outbound marketing methods such as cold calling or print advertising. Anecdotal evidence supports this claim, citing SEO leads as having a 14.6% close rate, while outbound leads have a 1.7% close rate.

Competitive Advantage in the Digital Landscape

Of investing in search engine optimization services and a firm understanding of these benefits can help small business owners make informed decisions about the choices and steps to attain growth. With progress, growth, and a solid ROI being the main concerns for small business owners, investing in SEO is an ideal step towards expanding a business. In a survey published by ‘Search Engine Roundtable’, 96% of respondents agreed that SEO services are an efficient method for lead generation and a service with enormous long term value. The process of SEO is an effective tool for lead generation because it enables the users who are looking for your product or service to find it. This is achieved through connecting consumers with your business by using key phrases that are targeted towards the goods or services your company provides.

Sotavento Medios: A Leading Digital Marketing Agency in Singapore

At Sotavento Medios, the team is made up of talented professionals from various fields and expertise in digital marketing, web development, creative design, and of course SEO. Our team of SEO professionals is well-versed in the digital and technology industry, keeping themselves up-to-date with the latest web technologies, search engine algorithms, best SEO practices, and competitive trends in the market. This has allowed us to achieve and maintain successful results across different industries for our clients.

Sotavento Medios is a quality and result-driven digital marketing agency that provides effective SEO and digital marketing solutions to local and international businesses. Our state-of-the-art process and methodology in SEO has evolved and matured throughout the years. With each and every SEO campaign that we do, we embark on a journey of developing and applying the latest and most effective SEO techniques and strategies that are in line with the search engines’ algorithms. All of which has proven substantial success for our clients’ businesses.

Sotavento Medios is a trusted digital marketing agency that specializes in delivering top-notch SEO service in Singapore. Comprising a team of SEO professionals who possess extensive experience and knowledge in this area, Sotavento Medios is fully dedicated to helping clients achieve greater business success through their SEO efforts.

Expertise in SEO Services

While Sotavento Medios serves clients from a wide range of industries, we have a special place in our hearts for helping small and medium enterprises (SMEs). We understand the unique challenges that SMEs face and we are in a unique position to help. As a small company ourselves, we have a good understanding of the SME business environment. As an SME that started from scratch and grew quickly in a short space of time, we have a proven track record of what works in taking a company from start-up to successful enterprise and sustaining that success. With limited resources, competing against larger companies can seem daunting but having one of the best marketing methods is one of the ways that an SME can effectively compete. It is also the reason why we chose to specialize in SEO and the integral component of marketing that it is today. By working with us, you will benefit from the power of SEO and the expertise of a company that knows first-hand what it takes to grow. SEO is a tried and tested tool for growing business and it is still the most cost effective method of marketing, generating a higher return on investment compared to other marketing options such as media advertising, telemarketing, and email marketing. We offer a number of services that will suit the needs of your company, whether that is reaching local customers, nationwide, or worldwide. Our services include packages for initial site optimization, ongoing SEO, link building, and pay-per-click advertisement; a short-term solution to bringing in traffic before your website ranking improves.

How to Get Started with Sotavento Medios’ SEO Services

We have a list of strategies and techniques we consider ‘secret recipes’ that include optimising advertisement effectiveness through landing page adjustments, the rewriting of ad copy to improve relevancy and quality, and reduced minimum bids that result in cost savings. We can transform your website into a core marketing tool, improve brand visibility, and execute projects with well-stipulated end results that will serve to help you grasp marketing opportunities.

Our forte is in driving new and return traffic to our clients’ websites through methods that serve to distinguish your brand from those of your competitors. Our methods are unique and personal.

We are a leading digital marketing agency in Singapore, helping companies and businesses make more money through search engine optimisation (SEO) and search engine marketing (SEM). We are a dynamic company with a vision for the future. We are constantly upgrading and fine-tuning our skills and knowledge.

Related Articles

Latest Articles