By Jack Turner
When it comes search engine optimization (SEO) services, it can be helpful to understand what goes into a balanced, well thought out campaign before deciding how much to spend on it. Gauging how much to invest in SEO is not quite as cut and dry as calculating your PPC spend. There are several factors that you should think about when determining your SEO investment.
There is a notion out there that Organic traffic is “free” (aka not paid for through an ad), so many people ask exactly where their SEO fee they are paying monthly for is going. Although you are not paying for traffic directly, there are costs that go into making sure your site shows up on the first page of Google. It takes time, tools and content.
When deciding how much you should be paying for SEO. Ask yourself, and your digital marketing company, the following questions:
Market competition has two factors: your business’s target keywords and what city are you in. Going for the #1 spot as a snow cone shop in Fargo, ND is going to have much less competition than attempting to rank for “personal injury lawyer” in Los Angeles. More competition = higher spend.
Analyzing competitors’ sites is a great way to quickly check the market competition. Simply search your top keywords and get the URLs of the sites that are consistently showing up for these keywords. There are dozens of free online tools to check their backlink profiles, and also just clicking through their sites will give you a good idea of how much money they are pouring into their online presence.
If your competition is strong, you need to be stronger.
Different businesses have different timelines. As an SEO professional, I always tell my clients to be patient, as changes on your site can take months to get picked up by search engines. However, you can move up the rankings quicker if you invest more time/money into the site.
A company that is more seasonal like a landscaper might have a set timeline to get up in the rankings. If it is November and they want to be on the first page for their main keywords by May, they will want to spend more aggressively in the months of November-February to make sure the effects of the SEO boost their website’s rankings in time for the busy season.
SEO involves a mix of several strategies to build your site’s authority and standing in Google’s eyes (I will go into these later). An agency can “speed up” your climb on Google with a higher budget because it allows for two things:
A knowledgeable SEO agency will be able to tell you exactly what they will analyze on your website and will have a robust plan for improving your site’s important SEO metrics.
If a site is already built for SEO, or the site has a healthy backlink profile already, you may have an easier time climbing up the rankings. There are several tools that will give you a quick indication of your site’s SEO health. Website Grader is one of my favorites, especially to show SEO beginners. Of course, an SEO professional is better suited to analyze and explain your site’s health to you, as it is not always so black and white.
When auditing a new client’s site, an SEO professional might simply recommend that the business build a new site. This can be for several reasons:
If your site is suffering from SEO problems, our team can help you determine their cause and take action to fix the issues.
Your current rankings can also play a big factor in deciding how much budget to allocate to SEO. If you are not ranking in the top 50 for any of your major terms, this is a sign that extensive SEO work needs to be done to get to the first page.
The amount of effort and time to get up the rankings raises exponentially as the site climbs up the rankings. Going from position 50 to position 12 can be as difficult as going from position 12 to 7. This is because as you go up the rankings, your surrounding competition is getting tougher, so it requires more work to outrank them. Think of a sports team going through the playoffs and each round getting more and more difficult to win.
So you are spending more money on SEO to see expedited results, but what exactly are you paying for? Many people associate SEO with the service that provides you with “free” organic traffic. While you may not be paying per click, there are a lot of costs associated with SEO to ensure you are in a position to get these clicks. These SEO expenses include:
It can be hard to quantify how much doing all of this on your own would cost you. An SEO agency, however, understands what is needed to plan an effective SEO strategy and put it into place. We can help you determine how much all of this would cost for your business.
Many of the big online SEO services and even some smaller SEO agencies will give you a menu of services and their prices and you pick and choose what you want. This system works fine and makes their job easier, however, it is more beneficial for you to speak with an agency that will give you a custom quote on services. This allows them to build you an SEO package that fits your needs and leaves out items that you may not. This means you are only paying for what benefits you.
Contact The Search Engine Guys today if you are interested in receiving a custom quote on SEO or a website build. We can walk you through the SEO process and explain exactly what you should be paying for. Call us at (512) 394-7234 or reach out to us online.