Today, I would like to talk about two important problems of search engine optimization, which are a stumbling point for some customers. At the same time, I will try not only to identify a problem but also offer a solution at least in the form in which see it.
So, the matter is about the following problems:
2)Different desires of customers and optimizers
Let’s start with the first point.
1) Quick Results
One of the main problems of search engine optimization for a customer is the fact the result is not achieved immediately. You must pay for the work for 4-5 months and only then you can talk about some kind of effect. This frustrates a customer. And when the matter concerns a small business, it becomes obvious that far not all companies can afford such investments. In this regard, a question arises: how to make the results come up in the very first month?
There are two ways here. The first one I would rather call not quite complete – this is the traffic promotion. To achieve a certain traffic on simple queries will be relatively quick. The problem is that the traffic will be very little. And this definitely does not solve the problem.
But let’s look at the picture in a wider spectrum. What does a customer need as quick as possible? A position in top? Not at all. He needs sales from the site. And this means that to solve the problem while working on SEO is possible with the assistance of another tool. The matter concerns the contextual advertising, of course.
A context gives quick results and can provide a decent level of sales as long as the site is promoted to the top in the necessary search engines (and it is not necessary to turn it off later – especially if you want to cover a maximum number of potential customers).
To my mind, a perfect search engine optimization gives a result in the first few months at the expense of contextual advertising. The customer gets the sales he needs and can calmly wait for the result of his site’s withdrawal to the top.
At the same time, this approach has another significant advantage. It allows you to test your site, its elements, as well as select only the working keywords for SEO. It may well turn out that you will have been promoting a word for half a year which will turn to own a very low conversion (or even zero).
It will turn out that the budget for this query and efforts to its derivation to the top, will be spent in vain. Contextual advertising – a perfect and quick way out of this situation, and it solves the problem of quick result with search engine optimization.
2) What do Customers Want?
Actually, their desires are different. Sometimes they want the top, sometimes the traffic, but there are those more advanced and conscious of the needs of business. They want sales. Neither the top nor the traffic is important for them. The main thing – sales from the site. These are the best clients you can work with according to the scheme described above as they understand what a site is designed for.
SEO optimizers must understand this, too and make the emphasis on the sales and target actions on the site, and not on tops and traffic. This is an important element, the understanding of which gradually comes to Russia.
Surely, hardly everything will change at once, but sooner or later we shall come to this. What will happen next? This is a question. Many talk about the sale of target actions. This model is interesting but not far always effective and convenient for the both sides. So I will refrain from forecasts.
To sum this up, I want to say the important thing is to remember about the purposes of the business, and it is not so important through which marketing tool they are achieved. The main thing is to understand and reach them.