For most, SEO will form a big part of your company’s marketing strategy. SEO is search engine optimisation, and is the process of optimising the key word density, meta tags and descriptions, and backlink profile of your on page content. For those who do not know what SEO is they may feel it is a waste of time. In this article we will look at 4 common objections to SEO, and how you can get over these when speaking to key decision makers.
There are better way to drive more traffic
The first of our 4 most common objections too SEO is traffic related. With such a diverse amount of marketing channels out there, it is easy to see why some may find think that there are better ways to drive more traffic. There is no one size fits all model, but content will always be king, and the way to put that to your audience is key. If you are using social media for example, this is a great way to promote your website and also business. Some of the other solutions to explain could be:
Success Follows Investment
You get out what you put in. This is a very applicable phrase when it comes to marketing. Investing time in your SEO, understanding the principles and adapting is key to being successful. Success with anything comes from investment of time. Before venturing into SEO study the principles, and look at what your competitors are doing.
SEO principles will be understood over time, and also understanding of keywords. This will come from doing research into your audience, and also what content is popular. From here you can start to build a robust strategy.
Every Channel Serves A Different Purpose
Social Media, PPC or SEO all serve a different purpose. SEO is very much focused around building organic traffic and following. Using content to promote your business, its services and also your knowledge. SEO is used as an audience development process, and helps to get your brand known. It works very well with Social Media as it’s a great way to promote your business.
Organic traffic does not drive the right kind of traffic
Many business seniors will think that organic traffic is not driving those who would be classed as potential leads. When in actual fact they would be wrong. The focus of SEO is keywords and also content. The key is to focus on search terms which your audience would be putting into search engines such as Google and Bing. Once you get the words correct, you will find that your searchers are potential customers.
The keywords have been decided you now need to look at your content writing. The engaging content and also what you are writing about draw in your audience. If you are writing content which your audience finds valuable then you will keep them returning. Returning readers can also mean potential leads which you can focus on converting.
The process of SEO takes too long
SEO is a process which can benefit your business in the short term when done correctly. If you have a good marketing team and within it someone who is very good with the technical side of SEO you will see your content ranking higher quicker than you may think. The methodology behind the use of SEO does lend itself to a longer term plan, as it is based around growing your audience organically.
Organic growth is a great way to build a business as it lowers marketing costs, and all you have to invest is time. The key to building a good SEO strategy, and also implementing it will be solely focused on your marketing team. Ensure you have someone who is comfortable with SEO, knows the technical side, what software to use and also how to write engaging content.
There is no way to measure its ROI
Many senior managers or bosses of companies will not invest in SEO as they are not able to see the ROI. Usually they will be split into two areas. Those who feel they cannot predict the ROI and those who cannot measure the ROI. In regards to predicting yes it is true, it can be difficult to predict if you are a new business with very little traffic. However, if you are an established business you can put measures in place.
Using tools like Google Analytics and Google Search Console will help to see which pages your audience click on, what content is ranking highest and also clicks per month. From this data you can draw conclusions on what content your audience is most interested in. As well as which pages to advertise your content on as they receive the most clicks. These tools can also come in handy for those in the measuring ROI base as well.
As you can see from the 4 common objections to SEO it is clear to see why some senior managers or business owners are sceptical. However, what also cannot be ignored is the data and the facts. Many companies across the globe use SEO as a way to build their organic traffic, and even though implementing this in your business will take time, there will be benefits.
Take a look at our Knowledge Hub for more of our SEO related articles.