Many people complain about the high cost of Search Engine Optimization. It is true that in very competitive fields, it can be very costly to compete, but no one can change that – at least not for now. Paid Search (pay per click) often does not offer to get the job done much more affordably than SEO does and the competition factor also plays a huge role there as well. So what is a business owner to do?
First, I would say become a student of web marketing and search engine optimization. I don’t mean to try and be an expert, but I mean try to see what you can actually do on your own. I speak to people nearly every day that are looking to improve their online rankings and get more customers, and for rmany it is overwhelming because they have not taken the time to learn “something” about SEO. It is no different than if a CEO had no knowledge of finance or the production side of his or her business. It is no longer an optional form of marketing, given that people turn to the web more often than not for solutions.
Second, I would say “do something rather than nothing”. When I prepare a proposal for a client, I always try to walk them through it before sending it so they know what to expect. If I get a reaction over the price, I don’t just say “that’s the price… take it or leave it”, I try to find out how what has been proposed differs from their expectations. More than that, I try to help them understand the value of doing something as opposed to nothing which will make the next phase that much lesss costly, and hopefully they will see some results from the introductory level service. When people have “sticker shock” over a proposal, it still often boils down to a lack of education. I apprecaite when a prospect is up front and just says “we’ve never considered this so we had no idea what the costs were”. At least I know I am dealing with someone who is honest and realistic (as opposed to the insecure executive who thinks he or she needs to appear to know everything).
Last year, I wrote a book for the people that I just decribed. I realized that I had the same conversation with people time and time again and it always boiled down to not having any idea about the basics, and sometimes having mis-information (which is worse). I basically told my story of how I learned all that I learned (before they had classes in this stuff), which lead me to build several successful companies and websites. I spell out the A to Z’s so that not only will a conversation with a web marketing specialist not be confusing, but you will be able to implement many of the services yourself, saving thousands of dollars.
I am now at a point of (finally) getting that book in print – which has been a journey. Depending on the terms of the publishing agreement, I may not be able to offer it as an ebook (which I currently do), so I am making an offer to get it into the hands of those that truly need it. I am making the next 500 copies available for just $5 (it is currently priced at $29). For the first 100 to purchase, I am offering a FREE SEO Website Analysis and consultation (valued at $500), and giving everyone the opportunity to get some free exposure in the print book. For more details or to get your copy of my “tell-all” book, visit: http://www.anthonykirlew.com/