Justifying A Search Engine Marketing Budget
How do you justify the investment of Search Engine Marketing, SEO, Content Marketing, and other traffic generation methods to your VP of Marketing, CFO, President, or CEO. And how do you quantify the value of search engine traffic?
How To Calculate What Your Visitors Are Worth
Some search engine optimization firms charge on a pay-for-performance basis.
A top 10 ranking would almost definitely produce more click throughs than a top 30 ranking. Typically, they are the only rankings that generate real traffic for your website. If we use the figure of 200 monthly visitors from one top 10 ranked keyword that is relevant to your business, the value begins to become more clear. Factor in the sales that those clicks generate and you are close to the numbers.
Don’t forget that once you achieve a top position, little effort is required to maintain that position. So, in reality, it could generate as many as 2,400 visitors in a year.
Analyze your log files. How many visitors do your top 30 search engine positions bring in each month? Now multiply the average of number of monthly visitors these search terms bring in by 12. This is your average return-on-investment of each top position for a whole year.
How much does it cost you to acquire a visitor at present?
Top positions in pay-per-click search engines, may cost you from $2.50 to $10 per click.
As you can see, search engine optimization clearly produces an excellent return-on-investment.
Don’t forget that search engine positioning is effective, because the traffic is very targeted. Prospects who find your site through search engines are actively looking for information on products and services just like yours.
Search Engine Optimization Is A Science
Just like other forms of marketing and advertising, search engine optimization requires persistence and a lot of testing.
The optimization process is complex and time-consuming. You’re trying to align your Web pages with the ranking algorithms of the search engines, while at the same time trying to out-smart your competitor’s optimizers.
But the fact remains, search engine optimization is cost effective, and should not be ignored.
Call 877-627-2492 to discuss your marketing plan today.
