All of our technicians have graduated from the most prestigious Search Engine Optimization schools in the world.
Names like…… uh… the uh… well, there aren’t any. Which brings us to the point about SEO best practices. With no degree’s or conventional certifications within the field of Search Engine Optimization, how can the consumer determine the competency of the Digital Marketing Agency that offers SEO service? What makes for reasonable pricing for the service offered? What are some of the basics that every SEO consultant should be doing for your business?
The average business owner doesn’t want to know or care how to execute on an effective SEO / Digital Marketing Campaign. They want to know that they are paying for something, not making a bad decision for hiring your agency, or getting flat out ripped off. Many of them have been burned because there are many SEO’s offering services without the competency to win the results they offer.
This nebulous atmosphere creates a bit of a problem for both parties. The business owners don’t have enough knowledge in the Digital Marketing arena to determine the ability of the individual or agency, and the true professionals of the industry have to constantly manage the perspective of the validity of the service because there are so many scammers out there.
So let’s talk Industry Standard Best Practices or, more specifically, SEO best practices. These are simply the rules that, while not regulated by law, are those that every good practitioner will do automatically as part of their profession. Every surgeon is going to wash his or her hands before and after surgery whether it is a law or not.
SEO best practices – Every SEO should have executed a few things for your business:
1) Established Citations accurately or reviewed and adjusted your existing citations to make sure that they are current and were done correctly. If this isn’t done or in the process of being done then you have hired a dummy or a fraud.
2) Keyword Research: They should have completed some research on the keywords of interest and how much of the traffic that goes to your competition websites is via searches for these keywords. This is just a simple part of the planning and strategy you need to make sure that you are going after the valuable terms for your business.
3) Price with ROI in Mind: Using some of the research info gathered they should also be able to calculate an ROI based on Industry Standard Best Practices which should look something like this:
|Keywords||Monthly Search Volume||40% Traffic Capture||Total Traffic||Cost Per Click||Retail Cost||Ajustment||Total Keyword Cost|
|Local Plumbing Company||1000||40%||400||$15.00||$6000.00||.33||$1980.00
In the about table you are looking are looking at a chart that makes use of SEO best practices to calculate pricing for a fictional plumbing client. The chart below shows some totals. Let me explain:
It is well known that the top positions on the search engine results page will capture about 40% of the click-through rate for the search term entered. (Ads only capture 15% divided among all of them) So then, 1000 searches gain 400 clicks and if you are paying per click cost you $6000 per month as retail cost. The SEO Consultant uses this retail pricing and then divides that (typically between 30% – 35% to come up with a monthly service cost for that keyword.
SEO best practices: In our fictional example the totals look something like this:
If the company in question has a conversion rate of 5% they should be able to get 36.5 new sales each month from the 730 leads generated. A cost of $4.72 per lead or about $94.00 per sale.
Keep in mind that the average customer for a plumber is about $350.00 meaning a $250.00 profit per sale. With these numbers, it is easy to calculate a timeline for a Return on Investment.
While we do understand that this is an overly simplistic way to look at pricing we do think it adds value to the reader who is now equipped with a few questions to ask the Digital Marketing Company that has forwarded a proposal for SEO services. Make sure they are following a few SEO best practices.