What results should I expect from an SEO company?

Written on 19 May, 2016 by James Baylis
Categories: Search Engine Optimisation | Tags: search engine optimisation, seo

Businesses today have a misconception of search engine optimisation (SEO) and what an SEO company can actually do for them. Many expect to be ranking on the first page of Google in days and to outrank all their competitors.

They think this because:

  1. They don’t know how SEO works
  2. They have been promised as much by an unethical SEO company

To understand what you can expect from an SEO company you must first understand how SEO works.

How search engine optimisation works

Search engine optimisation is the process of making your website more visible on search engines (Google, Bing, Yahoo) using a number of techniques. There are over 200 factors that go into ranking a single webpage on Google and each method carries a different amount of authority.

For example, one of the most important factors to ranking highly using search marketing is age. A domain that was registered in 2001 will have a much greater chance to rank on the first page of Google than a domain that was bought in 2015 if all else is equal.

The same applies on a page-wide level. A webpage that was created in 2007 will rank higher than a page created in 2015, again assuming everything else is equal. The biggest misconception local business owners have is thinking SEO = instant traffic.

SEO is a long-term strategy (6 months or more) with very few instant rewards.

Why you should use an SEO company

SEO has been voted the number #1 inbound marketing channel by marketers, beating email marketing and paid search:

(Source)

Once up and running, SEO will bring you a constant flow of leads every day for free. You don’t need to optimise campaigns, create ad copy or increase your budget for ads, you simply need to maintain your rankings to ensure you’re on the first page.

Unless your business appears in the top #3 search positions for its targeted keywords, you will not be receiving much traffic. A great Chitkia graph reveals how many clicks search results receive the further down they are in Google’s search results:

(Source)

The top 3 spots generate over 60% of all the clicks, with 10th place receiving around 2.4% of clicks. If we look at it from a page perspective, less than 5% of all searchers end up visiting the 2nd page of a Google search:

Not ranking on the first page for your core keywords is a huge gap in your marketing strategy that you should be patching up as soon as possible. With more than 89% of all consumers starting their buying journey online, not being visible to your audience on Google is probably costing you thousands of dollars in sales every year.

Rome wasn’t built in a day. If you’re in need of instant traffic then pay per click marketing is the way to go. However, if you want to build a well rounded online presence for the next 1-5 years, you won’t find a more cost effective way than SEO.