Search Engine Optimization. It is hard to determine what hasn’t been preached upon for the past 10 years or find new compelling factoids as to why this is so vital to you and your company.
According to Chitika:
“Sites listed on the first Google search results page generate 92% of all traffic from an average search. When moving from page one to two, the traffic dropped by 95%, and by 78% and 58% for the subsequent pages.”
That means if your website does not appear on the first page of Google search results, your company will have a difficult time attracting all-important inbound leads. With print plateauing and most dealers shifting towards the managed service industry, generating leads online is imperative for business growth.
Every month, Evolved Office receives calls from copier & printer dealers and managed service providers inquiring if we offer search engine optimization (SEO) as part of our marketing services. The conversation that ensues, usually goes something like this:
Client: “Do you guys offer SEO services?”
Evolved Office: “Yes, we do. Why do you ask?” (We already know what inevitably comes next, but let’s play this out. 😊)
Client: “We want to appear on page one of Google searches and drive inbound leads.”
At this point I can tell them explain our SEO services entail, what’s included in our offerings, and realign their expectations with reality.
Evolved Office: “Which keywords do you want to rank high for? MPS? Managed IT? Document management?”
Client: “Managed IT.”
Evolved Office: “Do you know where you currently rank for Managed IT on Google?”
Client: “No.”
(After we perform a quick audit):
Evolved Office: “You are currently on page three of a Google search for Managed IT. It will take time & effort before we or anyone can get you to page one organically. “
At every industry or OEM event, dealers listen to marketing consultants preach how important digital marketing is to attracting buyer 2.0. These marketing consultant’s advice usually includes SEO, which is a vital component of your digital marketing strategy.
The moral of the story? The truth is SEO is a long-term strategy, one that will take months and sometimes even up to a year to get Google to recognize your company as a local authority in an industry such as Managed IT. If are looking for more immediate results and want to drive traffic to your website instantly, you may want to explore paid search, or pay-per-click (PPC), as a marketing strategy.
If the budget is available, every company should undoubtedly implement both digital marketing strategies (SEO and PPC). The bottom line, your goal should be to take up as much real estate as possible on page 1 of Google search results. If you have the time to wait for SEO to deliver inbound leads, this strategy is a valuable and profitable option for your business.