When you spend every day of your life working in the SEO industry, it can be easy to forget that your own view of SEO consultants is rather different to that of other people.
There are plenty of people, including those who operate businesses, who know absolutely nothing about search engine optimization. Over time, some of those are likely to take more of an interest in what SEO is all about, particularly once they see that they could make more money by doing so.
But what about those who already have a negative view of the industry? Many of us will have encountered clients who have run in to problems when dealing with alternative providers. This can be a real shame. I certainly believe in seeing the entire industry rise to prominence. Negative views won’t help in terms of achieving this aim.
Often, it seems that business owners are disappointed because SEO companies don’t achieve the required “results”. This naturally causes me to think about how such results should be measured. Is it all about improving search engine positioning? Should you look to see increasing visitor numbers? It may that an improved level of sales is the true level of success.
The problem is that things are considerably more complicated than they seem.
Better positioning may be temporary
This is illustrated when we look at search engine positioning. You may pay an SEO provider in the expectation of making substantial improvements in terms of positioning. There may be happiness at seeing your website arrive on page one of the Google results. Is this the sign that the job has been done to your satisfaction?
Unfortunately, it may prove very little. For starters, you might wonder whether you have achieved positioning for a term that will produce a reasonable amount of traffic. If search engine users simply don’t use that search term, your page one positioning may be worthless.
How sustainable are the results too? Has your provider been using ethical methods? If not, there’s a chance that those positions may not be maintained for too long. It may only be a matter of time before your website is penalized. That’s an uncomfortable thought.
What do visitor numbers prove?
Getting plenty of extra visitors to your website may be seen as an alternative measure of success. More visitors should lead to more sales, or so you might think.
The problem here is that it’s simple to increase visitor numbers to any website. The problem comes when you’re trying to attract website visitors who will actually become customers. Getting visitors who simply won’t ever buy your products or services is likely to be of little value.
Can seo companies increase sales?
Based on the above evidence, you might argue that increasing sales is the only true measure of great SEO. This may be true, to some extent. But any SEO provider would have to point out that lots of great quality, motivated traffic can only go so far.
If your website does a poor job of converting visitors into sales, the search engine optimization work may not produce the desired uplift in sales.
It’s clear that measuring results is not easy. You need to be clear on what you’re looking to achieve and work closely with your online marketing company to get the results that you’re looking for.