SEO is no magic bullet.You need to understand its key elements beforeentering into an SEO campaign. Businesses,large and small,should always plan and budget their marketing activities in advance to keep things undercontrol.Yet,as a local search specialist,one area I continually see out-of-control expenses is SEO.One reason is that many find planning a marketing budget an elusive task.But this doesn’t need to be the case.All you need is a simple plan and budget that is easy to stick to.But before you begin the process,you need to understand a few things about SEO before you start spending your dollars.
Here are few things you must know before planning your SEO budget.
1.It is a long-term strategy
SEO isn’t a one-time project but rather a long-term assignment.While the search engine will start crawling your website as soon as you make it live and willvisit often as and when you add new content, the algorithm is designed in such away that it will take some time to recognize the changes.The results usually start appearing from the third month onwards,although they will be minimum.It will take at least four to six months for the SEO to start working,and you’ll need to wait another six to eight months to see more complete results.So,it is important to understand that SEO isn’t a fad or ply.Instead,it’s a series of proven methods to improve your website’s organic ranking.And as in any scientific process, search engine optimization includes a lot of discovery,planning and auditing in the initial days.
2.SEO isn’t cheap
Contrary to what most people will say you,SEO isn’t really cheap.That said,the cost per acquisition for this marketing tool is second cheapest after email marketing.But still,you will need to shed off a significant amount of money every month for your SEO activities.Google has extremely complicated algorithm,which is difficult to comprehend if you aren’t from the SEO industry.You will therefore need to hire a quality SEO and digital-marketing company that provides comprehensive SEO services.
3.Don’t forget SEO SWOT analysis
As most of us are aware of,SWOT stands for strengths,weaknesses,opportunities and threats.A SWOTanalysis is a must for all your business efforts,including your SEO campaigns.Using this approach will help you determine the areas where you need to focus more so that you can adjust your budget for those aspects.Once you complete your own SWOT analysis,you need to turn your weaknesses into strength and yourstrength into opportunities.
4.Your metrics to measure ROI
How would you measure your ROI for your organic search?Many incorrectly use ranking as a metric to measure their return on investment but this is typically a bad metric to focus your SEO efforts on.There are much better metrics to focus on instead of trusting your ranking reports.Think in terms of traffic,repeat customers,leads,conversion rates and sales.SEO is no magic bullet.You need to understand its key elements before entering into an SEO campaign.More importantly,take the time to plan and budget your campaign in a measured way and make sure you are spending your money wisely.
Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.