If you move around in the world of online marketing, you’re certain to come across discussions about Search Engine Optimization (SEO). As a matter of fact, there are companies that specialize in nothing but SEO. For a fee, these companies will promise to get you on the first page of a search result (usually a Google or a Bing search) for a particular keyword. That’s a good thing—as far as it goes.
The thing is, that there’s more to a solid online marketing strategy than just being “found” for a keyword. Your online strategy needs to be part of a larger, more comprehensive inbound marketing strategy. To survive (and thrive) in today’s business environment, it’s not enough to simply get prospects to your website. You need to engage them. You need to offer them information that answers their questions and helps them accomplish their goals. And you need to move them from lookers to leads—and ultimately to customers.
Simply getting found for a keyword is a bit like handing out business cards that have your company name and address on them. You might actually get someone to come to your business. But what will they do when they get there? What if the entrance to your business isn’t clearly marked? What if the door is locked (because your card didn’t indicate your business hours)? What if your prospect actually makes it in your door, but there’s nobody there to help them find what they’re looking for?
Your online presence is like that. Just because you get someone to your website doesn’t necessarily mean that you’re engaging with them. Unfortunately, many businesses have websites that are confusing to their prospects. Too often, prospects simply don’t know where to go to find the information they want—and need. They’re looking for information, but what they get is a sales pitch. And more often the pitch is based on what the company thinks the customer needs, rather than on what the customer says he or she needs.
Plus, many businesses don’t really know how many leads their website generates for them. They may know how many “hits” they’re getting—how many people are visiting their site—but they have no way of knowing if these visitors are turning into leads or customers.
Optimizing your website so that the right customers find you for the right reason is a good thing. But SEO isn’t the end game. What are you doing to turn those visitors into leads? And what’s your strategy for turning those leads into customers?
How many leads is your website generating? How does your site stack up against your competitor’s site? Interested in a free Inbound Marketing Assessment and a look at how an integrated inbound marketing strategy can improve your business? We invite you to check it out, because just SEO just isn’t enough!