hooah. advertising, marketing & technology

hooah. advertising, marketing & technology

True Worth of SEO

Dec 9

Written by: Jorge Suria
12/9/2008 11:52 AM 

In the internet world, we spend all this time talking about keywords, link building, optimization, etc. etc. etc. In the obsession over details, it’s easy to lose the forest through the trees at times. Why do our clients need SEO advertising for their websites to begin with?

A common question is “How much will SEO cost?”

“Well, that depends,” I reply. “What is your goal?”

“I want to be ranked really high for fantastic keyword aabbccddzzyy,” says the client.

“Okay, why?”

“So new people will visit my website.”

“Okay, why?”

“No one can find me because I’m on page 5.”

“So?”

As the client grows tired of my repeating questions, I decided to make it easy…“What happens when someone visits your website?”

“They see what my company sells.”

“What happens when they see your services?”

“They know that I’m out there, and I’m a reputable business.”

“And?”…”They’ll call you, right?”

“Well, that’s the goal.”

“So your goal is not just to show up high in a search engine; your goal is to get a prospective client to call you!”

The lights turn on. Then comes the fun part…

“How much is a new client worth to you?” I asked.

“$145.”

“For each one?”

“It’s $145 per month, and they all have to pay upfront.”

“Don’t they ever come back?”

“I sure hope they do. Yes, of course.”

“How many times?”

“Some clients come back for years, most come back at least twice more.”

“$145 times 3 months = $435.00. $145 times 16 months = $2320.”

I did some quick keyword research…

“Yesterday there were about 100 searches for your keywords in your city.”

“No kidding.”

“If just ONE of those people become your client, you may be $2320 richer 16 months from now.”

When we think about pricing SEO services, we have to think about the average customer value and understand how gaining an incremental customer helps the bottom line for our clients. Focus on the big picture–the goal, not the means to get there. In this case, the cost is a small fraction of the potential revenue.

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