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Is Search Engine Optimisation suitable for every business?

I had lunch with a colleague a few days ago, and we were talking about the services GO Creative offers to its clients. One of those is Search Engine Optimisation (SEO), which is the process of improving the ranking of a website in search engines (e.g. Google) for particular search terms. The goal is to be more visible, which gets more traffic to the website, and ultimately to increase the number of enquiries or sales.

We ended up discussing whether SEO was the right choice for small businesses (and, in particular, micro businesses). There are lots of things to consider, but we basically both reached the same conclusion.

There’s no “one size fits all”

At the end of the day, there are various reasons why a business might engage an SEO provider to help increase enquiries and sales via their website. But many SEO providers will take on every client who comes their way, even if there are better options available.

At GO Creative, our team of Brisbane website developers and marketing specialists asks lots of questions up front so that we can understand your business. It’d be silly to offer a solution when we don’t even know what the problem is. For example, some businesses are looking for a quick spike in sales and are prepared to pay more for that — so we’d be more likely to recommend Google AdWords (pay per click advertising in Google) instead of SEO. If they weren’t so concerned about a quick return on investment, and were more focused on improving the visibility of their brand, social media may be the way to go.

But we need to know all of the variables before we make a recommendation, so we run through a questionnaire with all of our clients to make sure we have the full picture.

Why SEO may not be suitable

An SEO service may not be suitable for some businesses due to:

  • a very limited marketing budget
  • an extremely competitive industry where results may take longer than the business can afford
  • operating in an extreme niche, which means there aren’t enough Google searches for their products or service
  • already engaging heavily in content marketing, and SEO won’t offer enough additional benefits
  • a very low quality website which needs to be redeveloped before commencing any marketing activities.

Calculating your return on investment

The easiest way to work out your “break even” figure is to simple take your average lifetime customer profit, and work backwards from the SEO budget. So if you’re considering spending $1000 per month on an SEO service, and your customers are worth $500 in profits, you’d need to get two new customers per month from the SEO service to break even. It may take a couple of months for the results to emerge (that’s just how the SEO process works), so take that into account as well. Your selected Brisbane website developers or digital marketing agency may be able to help with other variables as well.

In summary

For many small businesses, SEO is extremely cost-effective and really helps them grow. For others, it’s just not the right option. Marketing agencies who push SEO on every business as though it’s some kind of guaranteed path to success is a negligent approach. This is how small businesses get burnt, thinking they’re putting their money into a service which is going to bring them a solid return on investment, but that’s not always the case.

There’s no guarantees when it comes to marketing; you have to weigh up all of the options and see what works best for you. Phone us today on (07) 3333 2932 for a free chat, or get an instant online quote to see how our team of Brisbane website developers and digital marketing experts can help your business grow.

Getting the best out of your digital marketing agency

Successfully marketing your business can be a long and winding road, which is why it’s so important that you engage the right professional digital marketing agency. Brisbane is still just a “big town” but there are a plethora of agencies out there — some good, some… well, not so good! Choosing the right agency can be the difference between success and failure. Many business owners try to market their own business, but invariably they find the work tiresome, difficult, time-consuming and ultimately not overly successful.

So when searching for the right digital marketing agency in Brisbane, look for those which don’t just say they can get results, but have a proven record of success. They must have the knowledge and the experience to handle your marketing strategy, leaving you to focus on managing your business.

If this sounds like your situation at the moment, here are a few tips on not just finding, but also getting the best out of your digital marketing agency:

Company logo design

It is essential that your company or corporate logo design is professional, reflects your brand and is consistent across all of your marketing materials. If you don’t have a professional company logo design already, then selecting a digital marketing agency in Brisbane who has graphic design skills, as well as marketing expertise, keeps everything in one place and makes it easier for you to keep tabs on what’s happening.

Professional website design

It goes without saying that you need a high quality website that is tailored to your business and reflects your brand. It’s a good idea to check with your digital marketing agency about their full range of services, because many offer professional web design as well, and can handle a redesign of your website very easily. Consistency is key here, so using the same company to develop all of your marketing materials is usually the best way to go. And not just an agency who says, “sure, we can do that”, but one which genuinely specialises in a range of different marketing services.

Affordable web hosting in Australia

If you do choose the right digital marketing company, they will not only provide graphic design and website development for you, but they will also offer web hosting in Australia. This is a huge bonus, because you have everything for your website and the marketing side of your business under one roof. And having your hosting in Australia offers a range of benefits for your website speed, security, support, and so on.

When you’re in business, you have to invest money to make money, and the success of your business is definitely worth the effort. Outsourcing your marketing to a professional digital marketing agency, in Brisbane, is one of the steps you can take that will seriously increase your return on investment.

If you can see the value in working with a digital marketing agency who offers the whole suite of services — marketing expertise, website design and hosting, and graphic design — phone us on (07) 3333 2932 or get a free instant quote online.