Do you remember the old Post Office creed:
Neither snow, nor rain, nor heat, nor gloom of night, strays these couriers from the swift completion of their appointed rounds?
I believe that another group has borrowed that thinking and uses it in their operations daily. That group is the SEO spammers. But top rated SEO companies do things differently, and that’s what I wanted to share with you today.
If you’re like me, there’s rarely a day when you don’t get at least one email from someone far, far away promising success and riches, first place on Google, and probably a brand new, cute and lovable puppy too – if only you’ll hire them to do SEO for you.
But the best SEO company operates differently, and, in my ongoing efforts to help roofers make smart decisions in how they market their business, this is one area you should be be thinking clearly about, lest you make a big and potentially fatal mistake.
SEO is still important; however, it’s not as good an opportunity as it used to be. If you look at the typical search results page these days, the ad block at the top is just a bit taller than before. The ads down the right side push everything down a bit more too.
Then you have the Google Local maps. After all, 3 of those areas claim their space. The first organic listing is next, but it’s barely on the screen in the place long known as “above the fold.”
So you might have the best page on Google for your keyword and be found #1 in the organic listings, and still need people to scroll down the page to see you there.
There is a cost to getting ranked and a cost to staying there, which is why I say over and over that traffic is traffic is traffic.
If your business goals require you to get visitors to your site, you’ll want to analyze what it will cost you to get traffic from SEO versus what that traffic would cost if you just ran targeted advertising.
There is still a very vibrant marketplace for SEO, and that’s why we all continue to receive email from SEO spammers. Essentially, they are selling link building because the number of links to your site and the quality of the sites linking to your site is still the strongest factor in Google’s formula.
Perhaps there are as many as 200 signals they pay attention to, but links are still #1.
So if you’ve woken up today and decided that you need more visitors and believe that having some SEO done will help you to do that, chances are you need to hire someone who can help you.
I’ve identified at least 4 things that I see top SEO companies doing that the spammers and frauds don’t or can’t do, so let’s run through them.
What Do Quality Local SEOs Do Differently?
1) They understand what your goals are and will develop a plan to help you get there.
The best in this business don’t see SEO as the ultimate solution to your business goals. Traffic and conversion are what matters, and so companies like mine want to know what your real goals are – and we’ll work with your company to accomplish them.
2) Their plan for your optimization is built around your ideal client profile and how to attract them.
One of the biggest scams by SEO “experts” has always been the promise of a #1 listing, or you don’t pay. Then the company chooses a keyword with no competition, puts up a page with meta tags using the keyword and – voila` – your roofing website shows up at #1.
But that’s very different from knowing who your ideal client is and helping you to attract more and more of them, even from fairly competitive keywords.
I once saw an SEO “guru” dazzle and amaze a crowd at a trade show where he ranked an obscure company name in just a few hours and used that to ‘prove’ he could impact your business with his great skills. The truth is he could, by stealing your money…
Reputable SEO specialists know that if you get enough of your ideal clients from the campaign, you’ll want to continue the work. No magic tricks necessary.
3) They understand that conversion of your traffic to leads is just as important as getting more traffic.
I probably don’t need to amplify this one much because if the traffic you’re getting from SEO doesn’t convert, you’ve wasted your money. But not all visitors arrive at your site ready to buy, so having a strategy to convert them into prospects and nurture them until they’re sales-ready is critical to success.
4) They’re clear on Google’s rules and your tolerance for risk regarding link building – and act accordingly.
If you accept that the number and quality of the links ARE critical to where your site shows up in search results, then the chances are you’ll need to acquire some links to your site to achieve your goals. Top SEO companies know what a good link is and where it comes from, and KNOW that all links are not equal.
We also know that Google only counts a small percentage of your links anyway, as we talked about here in this post.
Anyone that shows you that your competitor has xxxxx number of links, and so you’ll need xxxxx+1 to win, simply doesn’t know anything about online advertising
There’s a ton more to consider before your roofing business decides where to place marketing dollars. So please leave your questions or comments below so we can help you sort through it all.