Search Engine Optimization
[05/01/2008]
Progress report on our Search Engine Optimization and Internet
Marketing campaign.
The results from last months changes are showing up in a major way, the headline stat for this month is a 24% reduction in Bounce Rate.
Google Analytics is showing little change in the quantity of people visiting the website. The first 4 stats are pretty much the same.
I'm not sure why people are spending less time on the site, Analytics is showing that they are spending 1.5 min on the site on average, down from 2 min. Possibly because I rewrote content to be easier to read, but that's probably a stretch.
SEO is about bringing in QUALIFIED, TARGETED VISITORS to your website. Its OK to see a small drop in total quantity, just like in the real world, you don't need a bunch of unqualified customers milling about your store.
In our case, I am pleased to see that the Bounce Rate is down.
A lowered Bounce Rate is a big deal. It means that the content I have been writing is interesting and compelling enough that people are reading and then visiting another page on my website, not just reading one page then leaving.
Even if you don't choose AuraDev for your Search Engine Optimization services- THIS IS SOMETHING TO JUDGE SEO's by. Look at the analytics of their portfolio on a monthly basis, compare each month to the previous, if you see the bounce rate go up, or not change, that means the content they are writing is in-effective.
And now for a shameless plug- Contact AuraDev today for a free one hour introductory meeting. I'll come to your office and you can drill me with questions on what to look for during your interview process. Chris Chong - 503 830 4313.
Absolute Unique Visitors
In search engine optimization land, Absolute Unique Visitors is a count of visitors to your website which counts each visitor once for the given date range. That means if Joe Schmoe visits your site every monday and you are looking Analytics for the month, his visits will count as one absolute unique visit.
If you view your Analytics data on a weekly basis, then his visits would count once a week.
Side note- you should not be checking your search engine optimization results on a weekly basis unless you are getting 100+ visitors per day.
Effective Internet Marketing?
Last month I was only able to work on AuraDev.com for about 15 hours.
Last months work did result in one new client. Given that the value of one client is between $2,000 and $20,000, I consider that 15 hours of marketing to be well spent.
Let's say hypothetically that you operate your business on a 50% profit margin. That means that for ever $100 that comes into your company, $50 = profit that you can spend on whatever. Let's say For every $100 that comes in, $20 goes to employee payroll and administration, $20 goes to COGS and $10 is rent/utilities. Oversimplified yes, but stick with me.
If you spent 15 hours with AuraDev on Search Engine Optimization or Internet Marketing, you would have probably spent $1000.
But if the value of a client per year is between $2000 and $20,000;
and that 15 hours resulted in one hundred new people visiting your website;
and one of those visitors becomes a new customer at a value to your company of $2,000, with a profit margin of 50%;
then you my friend, have recouped your monthly marketing spend. Your Marketing ROI is 100%.
I hear you numbers people saying- but wait! I didn't make any money!
Well, yes and no. Your search engine optimization strategy broke even this month. But lets compare this month to last.
After working with AuraDev:
- A portion of your website is search engine optimized (and bringing in clients!)
- You now have 100 visitors per month that you didn't have before, perhaps a few more will come back later and convert from visitors to clients
- You now have a client for your portfolio, who probably can give you a few referrals
- You have a better understanding of the search engine optimization process and will have a better idea of what to focus on next
- You have made payroll, vendor payments and rent
- YOU WILL HAVE RECOUPED YOUR MARKETING BUGET and can now reinvest it.
Keep in mind SEO is a process. And unlike TV, Radio, and Print advertising, your website stays up 24/7 without additional money! Remember that when you are allocating your marketing budget, people see and hear TV, Radio and Print, then forget it (unless it is constantly repeated over and over and over again). With the internet, your investment can pay off for years, with out any additional effort.
Wilsonville Search Engine Optimization
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