When I started managing people in the mid-1990s, my boss gave me this critical insight: “People don’t get mad when they don’t get something; they get mad when they EXPECT something and don’t get it.” I assume this idea came from a peer, an executive training program, or an article. Whatever the case, it’s an important lesson I took throughout my career.
Regarding search engine optimization (SEO) and local SEO, managing expectations and processes should occur early and often. More than 200 elements determine SEO value, and the metrics provided are precise. Unfortunately, this exactness can give clients misguided ammunition to pick apart each component of an SEO program without seeing the complete picture.
Ideally, there should be only one metric: I spent “X” money and sold “Y” widgets. Therefore, my return on investment is “Z.” But figuring out “Z” usually takes a long-term analysis. So here are some strategies for managing expectations and the best processes for SEO.
Websites DO NOT Equal SEO
As digital marketers, we understand this. But, it needs clarifying in the early phases of website development. A well-designed website with optimized images, updated content, and optimized for mobile will help your SEO value. But, a new website only accounts for a small amount of the overall value. The companies ranking PAGES on the first ten results of Google for high-volume keywords are likely spending $1,000s each month to reach and stay ranked on page one. A good website with a great user experience is imperative to good SEO and converting leads into customers.
Google Ranks Pages/Not Websites
You will commonly hear, “I want my website to rank on the first page of Google.” You want pages ranked. The Google robots crawl individual pages and rank them based on their SEO value. So, a more accurate statement would be, “I want my page focused on the keywords Custom Home Builder Denver to rank in the first ten search results on Google.” Your home page will typically have the most traffic and focus on your main keyword(s). But, each page needs to have relevant content, optimized images, onsite SEO, and outbound strategy.
SEO Takes 5-8 Months for Results
SEO is a “slow burn,” and no one knows Google’s “secret sauce.” Remember, even if you start to figure out the formula, Google adjusts the SEO ranking system daily and typically makes significant updates every few years. In the past 18 months, Google has made two major updates to its algorithm. The first gave more value to the mobile experience. The second evaluated content to ensure it’s helpful and not a keyword-rich article to improve search value. Researching the most achievable keywords takes 2-4 weeks, and implementing a strategy involving the main phases, technical SEO, OnSite SEO, and Off-Site SEO, is just the beginning. Ranking for targeted keywords will take a consistent monthly program of content development, backend keyword adjustments, link development, website maintenance, and data analytics. Monitoring the metrics is a must. As my boss mentioned above also used to say, “You can’t manage what you don’t measure.”
Is Your Organization Ready to Receive Leads
As a marketer focused on lead generation, one of the most significant issues I confront is implementing an SEO plan and creating qualified leads, and the company isn’t prepared. The rule of thumb we follow after receiving leads:
- 82% of leads expect an immediate response
- The fastest responder closes approximately 50% of the leads
- Responding after 30 minutes is 21x less effective than responding within five minutes
Another common roadblock to becoming institutionally ready is assuming your product is different. Periodically, I will hear clients say, “My product doesn’t fall under this research. Our company has large ticket items, and people will wait for us to reach out.” But remember, in the information age, potential buyers are almost ⅔ of the way to the sales process before reaching out. People have done their research and are further down the sales process than at any other time in history. That’s why you want to be the resource to help potential customers navigate the overwhelming amount of information in a 1-on-1 setting.
Developing a successful SEO strategy is a complicated process if you want to discuss SEO or digital marketing elements, contact Power Marketing or call us at 615-257-0057.