Countless SEO professionals have experienced the same unfortunate situation over the years – the dreaded cancellation of their contracts. There are several reasons why SEO services might face cancellation, ranging from poor customer service and ineffective strategies to simple mistakes. However, one of the primary causes behind these cancellations is the perception of poor Return on Investment (ROI).
Shifting the Focus: Evaluating SEO ROI Before Investment
To address this issue, it’s crucial to shift the conversation away from evaluating the ROI of SEO after the fact. Instead, businesses need to assess the potential ROI of SEO before investing in it as a marketing channel. The ROI of SEO is essentially the ability to reduce paid search expenses and attract additional business, ultimately boosting profits. Therefore, determining the investment in SEO should revolve around a logical argument balancing costs against the anticipated profit gains.
Beyond ROI: The Long-Term Benefits of SEO Investment
Once the decision to invest in SEO has been made, and an appropriate budget has been set, the focus should shift away from ROI assessments. SEO provides long-term benefits, primarily cantered around increasing the mental and physical availability of your brand, or in simpler terms, ranking for buyer intent searches.
Strategic Ranking: Key Elements for Successful SEO
For businesses engaged in paid search advertising, it’s essential to rank on the first page for the keywords driving conversions and related category research. Any content focused on brand awareness should be evaluated separately. Analysing your analytics data can be insightful for making informed business decisions. If you’re ranking for buyer intent search terms but not generating expected revenue, other factors such as brand assets, pricing, or Conversion Rate Optimization (CRO) elements might be at play.
The Compounding Value of SEO: Beyond Immediate Revenue
SEO offers compounding value without additional media spend, enabling businesses to reach new prospects daily. These prospects might not be ready to make a purchase immediately; some may take months or even over a year to convert. Therefore, the real value of SEO lies in its ability to attract potential customers over time, not just in the short-term revenue it generates.
The Challenge of Evaluating SEO ROI Effectively
The challenge with evaluating SEO ROI effectively arises because it is influenced by factors beyond an SEO professional’s control. Simply looking at revenue over recent months fails to consider the future revenue that can be gained through sustained SEO efforts. This misunderstanding often leads to premature cancellations of SEO retainers, depriving businesses of the future value they would have received.
The Long-Term Perspective: Avoiding the SEO Robbery
Furthermore, cancelling SEO retainers based solely on immediate ROI assessment can be detrimental in the long run. SEO is an investment that pays off over time, building credibility and visibility that far surpass the benefits of short-term gains. It’s imperative for businesses to recognize that if paid search is effective, organic search – when optimized correctly – can deliver even better results.
Avoiding the Great SEO Robbery
In conclusion, businesses should exercise caution when considering the cancellation of SEO retainers based solely on short-term ROI evaluations. Understanding the long-term benefits of SEO and its compounding value is crucial. By recognizing the enduring impact of SEO efforts, businesses can avoid falling victim to the great SEO robbery and instead, reap the rewards of their strategic investments in the future.
