Do you want quality, warm leads, people or businesses that are looking for a solution you offer, visiting your website? Most of us would say, “Yes!”
The best way to get quality, warm leads delivered to your website is to have them directed there via an online search. Why is this the best way? An online search means that someone entered a query that is relevant to what you do into a search engine such as Google, Yahoo or Bing. They are looking for a product or service that matches what you do! It doesn’t get any warmer than that!
When the search results show up, those businesses on the top of the first page have the best chance of getting visited. Thus, getting found in an online search equals leads coming to your site.
Ranking High = Getting Found = Getting Leads
Now, here comes the painful question: Does your business rank high in the search results? Another way to put it: Does your website get found easily?
Getting found on the internet should be one of the primary marketing goals of any businesses. It is, after all, the primary way consumers and businesses find the products and services they need today. A 2012 survey by SearchEngineLand.com found that 85% of consumers are using the internet to find businesses.
Getting found on the internet translates to leads, which means sales!
There are two ways to get found online. The first is Pay-Per-Click (PPC). These are ads that appear at the very top of the search results page. While they are very prominent, there are some drawbacks to using them.
- They are Expensive – Some businesses can spend between $3,000 and $8,000 per month on PPC.
- Savvy Users Ignore Them – Most internet users are aware of the PPC ads and, as a result, completely ignore them and move to the organic search results, instead.
- No Money, No Traffic – Using PPC can get you traffic, but it is a temporary proposition. Once you stop spending on PPC ads, your traffic will go away.
The second option is by using organic search engine optimization (SEO) strategies. This involves an ongoing, two-step, on process. The first step is to make sure your website and blog posts are search optimized. The second step is to create content in the form of a blog, videos or podcasts.
Over time, this content will deliver greater results than any PPC campaign. That’s because Google and other search engines will take note of the quality and quantity of the content you have created and reward your website with better search rankings. Google’s mission is to deliver quality websites to its searchers so they will continue to use their search engine. Make your website one of them.
Ultimately, the organic search strategy offers the best long-term results for your website and your company. It ensures that with every content addition to your site, you are increasing the likelihood of being found, and the likelihood of getting quality, warm leads.
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Bob Turner is a Small Business Online Marketing Consultant with Social Flair in Cincinnati, Ohio.