Is SEO Worth It?
It’s a question I get alot – and the result is going to seriously depend on your business situation at hand – and how quickly you need it to pay you back.
But I will walk you through some exact math I used to determine a recent prospects situation, and why I suggested they DON’T DO SEO with my company right now.
I will also tell you EXACTLY what I told them to do right now instead.
I took a look at their recent traffic by source in Google Analytics
Math I did for the ‘Last 30 days’ in analytics conversions:
They’ve had a total of 625 conversions
So if 1 in 8 becomes a customer – this amount will result in 77.5 customers on average
x $300 for the average customer.
This would equal = $23,500 in Revenue from the site (estimated / average)
But for Organic search – Only $6,957 of your revenue is happening their currently based on –>
97 Conversions from Search Traffic for the last 30 days
Which would result in an average of 12.125 customers= $3637 Revenue … if it was 30% profit margin – that means you currently have $1091. Profit on average coming a month from Search.
At 2k investment – I would probably hurt your short term profitability on this avenue. 3 months isn’t enough time to showcase the full extent of SEO’s power. That being said a longer engagement could triple your conversions from search. I think it’s in your best interest to pursue SEO (albeit, perhaps not with us.)
In particular I think I would look into these 3 next steps:
- Local directory Listings / otherwise known as NAP listings, and getting these done for each location.
- Press release writing and distribution – https://pressreleasejet.com/
- Just try one ‘Hoth Blitz’ $250 here https://www.thehoth.com/hothblitz/
To me if you do at least these 3 things around your top 2-3 locations you’ll have some results that will whet your appetite for SEO in the future, and perhaps I can be of service then.
I think your best bet is to try these things on your own at the moment – and experiment with meta titles and descriptions / writing some 100% unique content for top pages.
If you are considering this in the future – I’d start 2-3 months BEFORE the busy season with an SEO company so they can start to effect rankings more heavily going into spring (there’s a couple month lag on work to see the progress.)
So how do you do this math?
You need 3 things:
- Some understanding of what an average customer value is to you. I.E. the average customer spends $1700 bucks with us. or in the above case $300. In the end the return will be closer to $90 if your profit margin is 30% of that.
- How many people that contact you turn into customers on average (the percentage)
- How many people are currently converting from search (must have conversions tracking, then sort analytics conversions by ‘Organic search’
If your current amount of conversions/ from search is low (i.e) and doubling it wouldn’t justify hiring an SEO company (1k-3k a month on average) – that doesn’t mean you should just hang up your hat.
It means you may need to put in some sweat equity on your digital marketing before engaging an SEO company. Consult the ‘3 Next Steps’ earlier in the article for what you could do in the meantime.
In the end it really comes down to niche:
If it was my company – I would use Ahrefs.com to determined the most searched keywords to find the biggest opportunities – here I’ve searched movers, and landscaping in my area to see what kind of volume and difficulty there is:
- Movers has a higher volume at 800 – but it’s more difficult to rank for.
- Landscapers has a lower volume at 300 – but would be much easier to rank for.
Rinse, and repeat with all of the different variations of keywords that would result in sales for you – and then write your meta-titles with the best opportunities at the beginning of them.
Check out my article for 5 steps to writing the perfect meta-description if you’d like 🙂
Long story short – the answer to ‘Is SEO Worth It?’ really requires more digging into your business model – the search landscape in your industry AND location. SEO in my experience, is always a good idea – just also have to figure out whether to try to do it yourself, or hire an Agency to do it. That question ideally is answered by looking at the data!
I hope you have a great week – and if nothing else, this article should encourage you to get Search Console, and Analytics installed and get conversion tracking up and running!