Some people are very wary of finding an SEO company and rightly so. There are a lot of unscrupulous SEO’s out there.  Like finding a good realtor, it is hard to find a good SEO. There are lot of creeps out there, but there are also a lot of good people cleaning up the messes.

The investment in services also varies greatly in price depending on the agency from $300-$20,000+ per month. There are agencies that just do SEO copy, but not site architecture redesign or link building, but ALL of that can be important to SEO. Make sure you know what the agency’s capabilities are, and ask for references or case studies.

It is worth it. One client of ours went from paying steep PPC prices before we SEO’d their site and increased their SEO traffic by 20x, almost entirely eliminating the need for PPC. Their investment of SEO per year is $12,000/year, but they’ve gotten more than $130,000 per year in value (if you multiply what they were paying per click by the amount of SEO visits). That is a good value for them.

It’s like PR in the fact that you could pay $1,000’s for an ad, or you could get written up as a feature editorial worth several thousand dollars for the same ad space. PR can be MUCH more cost efficient than paying for an ad…

However, unlike PR, SEO is totally measurable and quantifiable (PR people are going to hate me – but it’s true, they can only count impressions, not visits to a website from a newspaper article).

With SEO, you can tell exactly how much your keywords have gone up or down in rankings. You can also tell exactly which keyword phrases (as well as if they’re paid or unpaid keywords, and what engines they came from) have contributed to your bottom line in the form of leads or sales. This way, you can justify to your boss and the other resistors in your organization that SEO efforts ARE paying off in terms of sales, email sign-ups, membership sign-ups, etc. And, show a RETURN on Investment (ROI).

If your ROI is positive, then it’s worth it, right? If it’s not, then figure out what keywords are ineffective, if you need to fix the conversion rate on your site, change, tweak and get it right.

It’s an ongoing process even if your ROI is positive… you should always continue to want to widen your reach and improve upon past results.

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