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Posts Tagged ‘targeted web traffic’

How Social Media Marketing and Blogging have Altered Conversion Statistics

Social Media Marketing and Blogging have produced amazing results in terms of increasing visitors and brand awareness to websites, but it has also changed how a site owner needs to track conversions.

Recently, I launched a new website and I was discussing the projections with my wife – and for the record, she hates when I start crunching numbers and doing projections 🙂 My goal was to launch a profitable website in a new niche market to create a new income source for us. Looking to my past success, I started to back into the numbers so I could predict what kind of web traffic I would need to reach my sales goals. I realized that I was modeling two very successful sites that I had a few years back and remembered that the traffic to the sites was not based on opportunistic sales from sources such as Social Media sites & blogs, but from targeted visitors from organic and paid search. Realizing this, I set my goals in terms of search engine traffic and not overall traffic, knowing that while Social Media traffic does produce sales, it isn’t necessarily targeted traffic, to is will skew the numbers, and very much so if you have lots of Social Media traffic.

Over time, implementing an effective blogging strategy combined with the power of Social Media sites can produce some great organic search results, and I highly recommend it for any business looking for affordably generate new business online.

We Guarantee Top Search Engine Rankings AND Targeted Web Traffic

Many have disputed whether or not a search marketing firm should guarantee search engine rankings and I have often been on that bandwagon. I think what people mean to say is that no one can guarantee organic search rankings because there are so many factors involved, most of which are beyond anyones control.

I have obtained, and continue to obtain and hold several organic top 10 search engine rankings for multiple websites across all of the major search engines (Google, Yahoo, and MSN). What I tell my clients with regard to ranking organically is “a top ten listing is the goal, but we certainly can’t make any guarantees up front”. While I fully understand what the search engines are looking for, what I cannot control is the competition and how aggressive they will be in employing the exact same strategies as I so. Once we begin the campaign we can see what the results are, know more about the competition and what they are doing, and know what strategies to focus on.

If someone really presses me for a guarantee, I will do explain to them how it can be done knowing that I can make good on it 100% of the time. It’s often costly, but here is the secret (ok, it’s not really a secret)

If a client wants to “buy” their way to top-ten listings on all of the search engines, I am more than happy to assist. It’s not difficult to estimate the average cost per click for each search engine, and then just determine either the total search volume, or base it on how much traffic they want, or how long they want to be in the top ten.

The reality is that no one should ever employ this strategy exclusively. It can be costly and with the growth of online advertising, it will only get more expensive. There are far too many effective ways to obtain organic traffic to not include organic search in your overall search marketing strategy. This is a common error I often see site owners or rookie Search Marketing Practitioners make.

Many people get hooked on Paid Search because of the ease of entry combined with the ability to see immediate results – namely targeted web visitors that convert. My advice is not to get hooked on Paid Search and lose site of the fact that it is a component of overall search marketing, not the end all. Even if your business model works well driving paid search traffic and converting a percentage of it, wouldn’t you rather increase your profit margins? Keep in mind, that most of us have competition and the good times may not always be what they are today (just ask anyone in the real estate business).

We are in the process of fine tuning our “SEO Starter Package” which is a search marketing campaign designed for new web launches and combines the elements of organic search (keyword research, site coding, directory submissions), with paid search, and includes PPC & directory fees and ongoing link building and Pay Per Click Management. For sites and business that qualify, the cost is $18,500 for a 12-month campaign – which includes $6,000 in Pay Per Click Fees and roughly $1,500 in Search Engine Directory Fees. It is designed to reduce the often high up front costs by spreading all of the fees out over a one year period. As well, it allows for immediate generation of targeted prospects, with the goal of increasing revenues from the start and giving you an immediate return on investment. Every website is different, and not all will qualify for this package. Some sites that do not need directory submissions will only need certain services such as link-building, and others who already employ strong SEO, may just want to add Paid Search Services, or enhance their current PPC campaign. whatever you need, we have a solution – and a guarantee!

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