6 Signs You Should Invest In SEO
by Andrew Johnson
If you’re running a small business, or working with clients who are, SEO is probably not on the top of your mind every day. You have too many other things to worry about, too many other tasks and details to take care of to keep your business running. And let’s face it, SEO isn’t exactly sexy. But if competing for consumer attention is important, it may be time to invest in SEO
SEO is a crucial strategy that can help any business succeed in the long-term. It works for small businesses, and it works for radio stations. And it works for air personalities. If you haven’t implemented an SEO strategy yet, it’s time to start thinking about it. Here are six surefire signs your business needs to invest in SEO, pronto.
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1. You’re Operating On a Budget
If you run on a tight budget and ad campaigns aren’t seeing a significant ROI, it’s time to shake things up and change your approach to finding new customers.
Many small businesses are hesitant to start paying for SEO services because they think it’s expensive. Maybe you’ve talked to SEO experts and are shocked by the initial cost. This is an unfortunate outlook, as search engine optimization will deliver high-value traffic for less money than ad campaigns over time. If you can stand out over competitors for key searches, wouldn’t you like that attention coming your way?
SEO is a long-term investment that pays for itself many times over.
Once your website starts dominating search results for terms specific to your brand. Set it up properly and you will get a virtually unlimited supply of free, targeted traffic driven to your website. For radio stations, that could mean new listeners discovering you for your programming or advertisers looking to raise their awareness and finding you!
It might take some effort to get to the top, but once you’re there, the traffic flows in and you are exposed to an entirely new source of potential customers.
2. You Need More Leads
Your website is your #1 sales tool (and your cheapest employee). Think about it… it is always on, it says exactly what you want, and can meet with an unlimited number of prospects at any given time. Your website is an indispensable sales tool.
Side note: If your station doesn’t have a site designed to serve and recruit advertisers, you should! And SEO marketing is ideal to find new clients wanting to spend money with you.
If your website isn’t generating organic traffic, one of two issues need to be addressed. First, the content needs to be high-converting copy and designed to drive signups and opt-ins. Second, you should have targeted traffic landing pages designed to attract search. After all, how is your #1 sales machine supposed to find new users if nobody interacts with it?
If you’re not getting organic traffic (people find your website from search engines), you’re missing out on a valuable source of new leads.
The beauty of SEO is that when searchers find your site, they are pre-qualified as prospects based on the very fact that they were searching for you. For example, if the Red Hot Chili Peppers are coming to your town, it’s safe to assume there will be an increase in search for the band. Wouldn’t you want those Googlers turning up your promotion to give away tickets? Of course. SEO can do that.
People are trying to do business with you. Are you ready to welcome them?
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3. People Can’t Find Your Website (Your Website Isn’t Ranking For Your Brand Name)
Believe it or not, ranking for your own brand name is not a sure bet in the complex world of SEO. And your competition is probably working hard to steal your traffic.
If you search for your company name, and you don’t show up in the #1 spot, you have a problem on your hands and it needs to be fixed ASAP.
If people can’t find you online by searching for your company name, how do you expect them to find you when they are searching for the products or services your business offers?
Fortunately, SEO companies can help!
4. The Cost of Click Ads (PPC) Is Overwhelming
Have you looked into online advertising? It’s confusing! A lot of internet marketers like to polarize SEO and PPC (pay-per-click advertising), telling you it’s an either/or strategy. This is the wrong approach.
SEO and PPC are meant to complement each other.
PPC is great for getting immediate results, driving targeted traffic to your website. But those results come with a pretty high price tag, and over time, a PPC campaign can get costly.
If you manage an AdWords account, you’ve probably looked at your monthly invoice and thought, “I spent how much on ads last month??” on at least two occasions. It’s not a good feeling. PPC costs can get out of control, and your business in a certain sense can become addicted to paid traffic.
Fortunately, there’s a way to wean a business off the PPC habit.
An SEO campaign is a sustainable, reliable source of traffic that will in the long run deliver organic results that you don’t have to pay for.
Together, PPC and SEO make a winning combination. You’ll spend less on AdWords every month, and supplement your traffic with organic search results.
All while getting more traffic, more leads, new customers and growing your business.
5. You Need Higher Quality Traffic
We love to see the unique visitors and page views going up. But not all traffic is created equal. Marketers usually design their sites to turn traffic into leads and leads into sales. For radio, this might mean getting them in your database or luring them to enter your contest or promotion.
But is your conversion rate stagnant? Or worse, is it falling from a once-healthy rate of about 15%?
Is your website traffic just not rolling in like it used to before?
Are visitors leaving your website (bouncing) before they opt-in or sign up for your newsletter or offer?
These are common issues facing many small and local business owners. If your metrics are suffering, a boost of organic search traffic can get you back on course.
A search engine optimization campaign will introduce a new level of quality traffic to your website, and ultimately increase your conversion metrics and earn you more leads.
Don’t settle for stale website performance. Get new eyes and new traffic on your site now!
6. Your Competitors Are Showing Up Ahead of You In Online Searches
I might not know you or your business personally, but I can say with 99% certainty that you face at least some level of competition in your niche or industry. If you don’t have any competitors, consider yourself blessed. Or ignorant, because someone is almost always out to get your traffic. For everyone else, going head to head with your competitors is a daily grind.
An easy way to get an edge on competition is through SEO. Don’t be a victim. Get aggressive and stay their traffic!
If your website shows up behind competitors for search terms related to your offerings, you’re losing the online battle. That lost attention costs you money every single day your site is behind in search rankings. Stop it!
There is no reason you can’t be #1 in search results for keywords related to your business. When you show up at the top of Google, you get a leg up on your competition and you start winning.
If you’re ready to start winning and being at the top of the search results, contact WP Hatch today. Let’s do this!
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Andrew Johnson is the founder of WP Hatch, an online marketing agency that helps small businesses improve their online presence.
WP Hatch offers local SEO, web design, marketing, and consulting services. To learn more, visit www.wphatch.com.