Historically, businesses and individual consumers relied on print advertising, direct mail and traditional broadcast media (T.V. and radio) to find products and services to help in making buying decisions. Research conducted by Pew Research and others point to the fact that a growing number of shopping begins with online research with some surveys indicating that over 80% of consumers are apt to check online prior to making a purchase.
As a natural consequence of this shift in media consumption behavior, product and service providers are slowly shifting marketing communications investments from traditional off-line media to search engines. In our work in helping clients to optimize their website performance for Search, SEO initiatives begin by establishing specific goals/objectives of search. But, whatever the objectives, the goal should not be to simply drive traffic to the website, but rather the opportunity to utilize the website to generate traffic, while at the same time convert a significant percentage of site traffic to both acquire new customers while expanding existing customer relationships.
Search Engine Optimization (SEO) is comprised of 3 elements:
- Organic Search Optimization
- Paid Search Advertising, or Pay Per Click (PPC) advertising
- Social Media Integration
With organic search, once one achieves a page one search ranking, the website will begin to receive up to 75% more visitors over traditional PPC campaigns. In addition, today more and more businesses are finding value in leveraging social media as a part of their integrated marketing mix, and your business should be no different. Facebook recently announced surpassing the half a billion mark in the number of member accounts. And what’s more, Facebook is not all about the ’20-Somethings’ any longer. A recent study conducted by MarketingProfs revealed that almost 32% of all visitors on Facebook are between the ages of 35 and 49, with almost 19% above the age of 50. In fact, the age demographic of 35 – 49 now surpasses the 24 and under by 5 percentage points (32% vs. 27% for the group ages 24 and under).
So, what does this all mean to your business. Your SEO initiatives must begin with measurable marketing objectives that in the end focus on either:
- Acquiring new customers
- Retaining existing customers, and/or
- Expanding relationships with existing customers
At Digital Intersection, we have the skills and experience to assist your business in better leveraging its website presence to profitably grow your business. If you want to be in a position to better measure your return on marketing investments, let us have a conversation. We’d welcome the opportunity to lend a hand.