Month: June 2016

SEO Cost: Why Premium SEO Is Cheaper In The Long Term

SEO Cost: Why Premium SEO is Cheaper in the Long Term

 

If you are a business owner who has exhausted the traditional marketing solutions for your business, then you are perhaps a little fed up spending your businesses hard earned money on advertising that either yields little results or is incredibly hard to measure the impact of.

 

In the 21st century, many businesses rely on internet traffic to promote or sell their products and/or services, and many businesses are moving away from the traditional marketing tools such as flyers and newspaper advertisements and are looking for digital solutions.

 

With so many options available in the digital world of marketing it can often be a tricky decision on how best to spend your budget.

 

It may seem like a good business decision to spend the least amount of money possible – but that is not the case.

 

Search Engine Optimization Pricing

 

Let’s start by using search engine optimization as a good example of why often the more you spend, the better off your business will be.

 

The cost of SEO is discussed heavily in SEO circles but has the biggest impact on clients and the return on investment they should expect to see.

 
 

 

 
 

In reality, a good SEO service should pay for itself and deliver a profit for the investing company – after all, if you told me I would have to spend $3,000 per month on SEO and I would only ever see a return in sales of $2000 then I would not employ an SEO agency.

 

 

However, if for my $3,000 per month investment I am seeing a $6,000 return of which $3,000 is profit, then I will be more than happy with my decision.

 

Let’s take this one step further and consider scale.

 
 
 
 

What if I could then say, ‘okay, let’s spend $6,000 per month on SEO and see a return of $12,000 in profit’.Click To Tweet

 

Am I going to take this deal – of course I am!

 

We will further illustrate the point of how SEO pricing is almost irrelevant and the real question should be what return am I getting for my SEO cost in the long run?

 

SEO Services Pricing Vs. Google Adwords Pricing

 

If we compare search engine optimization pricing to Google Adwords pricing, then we can see more clearly the long-term benefits of SEO and dive deeper into the idea of search engine optimization cost being less important than we first thought.

 

Let’s take a look at some Google Adwords costs and compare them to potential SEO pricing.

 

In 2016, the legal sector leads the way in terms of Google Adwords cost per click with the term ‘best mesothelioma lawyer’ reaching a whopping $935.71 per click, but let’s take a look at a less expensive term.

 

The keyword ‘personal injury lawyer atlanta’ attracted a cost per click of $132.23.

 

Adwords Cost

 

Now that might seem an insane amount of money to spend per click, but if the value of each client was let’s say $10,000, then it could be profitable to go after this keyword using Google Adwords.

 

Now let’s say that the cost per click was more reasonable – let’s say $100 per click.

 

Let’s say clicks convert at a rate of 2% of visitors signing up for their services.

 

So they would need 50 visitors for every 1 sign up.  50 x $100 per click = $5,000

 

This would leave them with a profit of $5,000 per client acquired using Adwords.

 
 
 
 

Now this is a decent strategy and one that can be scaled up to more keywords and it is easy to track.Click To Tweet

 

Now let’s think about this from an SEO point of view. On average the term attracts around 720 searches per month for the exact phrase match.

 

If we can achieve a number one organic Google ranking, then we can expect to attract 40% click through to our website. This would give us 288 organic visitors per month based on that one keyword.

 

Now, if we are to assume that 1 in 50 convert we would see 5 paying clients for this term – each of these is worth $10,000, so that gives us $50,000.

 

Now, to get these 5 clients using Google Adwords this start cost us $25,000 per month. You should to see the value of SEO right now.

 

SEO Pricing – What is a Fair Price to Pay?

 

Having given that illustration it is now easier to consider the cost of SEO and what we should expect to pay.

 

SEO Cost

 

In the illustration we were kind to Google Adwords (the actual cost per click according to AHREFS is $138.65) and we only gave the example of achieving one page one keyword ranking from SEO.

 

In reality, other related keywords that are a broad match are also likely to rank highly and attract much more than the 5 clients per month.

 

It cost $25,000 per month using Adwords to attract the $50,000 per month of business so is it fair to expect to pay just $500 per month to an SEO agency?

 

Of course not!

 

In reality, any figure less than $25,000 per month will be a sound investment and the long-term picture would be even more fruitful when other keywords can be targeted.

 

A more realistic figure might be anything from $7500 to $15,000 per month for this service.

 

No One Size Fits All Packages

 

The illustration we have given would not work for a company that has a client value of $500 and this is why you should never work with an SEO company that offers packaged pricing.

 

SEO Pricing Package

 

It is impossible for any two projects to be the same. A good SEO pricing strategy will include a whole range of factors including the competition, the costs of pay per click, the resources needed to rank and many other influencing factors.

 

Usually, the more profitable the keyword the more competition you will expect to face. Although this is not a hard and fast rule and there are exceptions.

 

Why SEO Is Not Cheap

 

I think we have pretty much covered this but let’s look at a couple of analogies.

 

If you were to buy a house, and you wanted 5 bedrooms, a sauna, a cinema room, a hot tub and a swimming pool – do you think it would cost the same as a 2 bedroom apartment that has been converted from an old warehouse?

 

Of course not!

 

On top of this – the cost of the 5 bedroom house will be more upfront, it will have higher maintenance costs and ultimately it will cost you more money.

 

BUT… the upside of the 5 bedroom house is that it gives you a higher standard of living, makes you more comfortable and is something to be proud of.

 

It is also a good investment and is something you can sell for much more later.

 

Search Engine Optimization Costs

 

The same could be said of your business website.

 

A reputable SEO company will continue to work to ensure your prime location (Google position 1-3) and it will cost you money but in return you will get the customers, the satisfaction, and ultimately a huge return on investment.

 

If we go back to our comparison of SEO and Google Adwords, then it seems another fair analogy to say that Adwords is like renting a property – you can only stay in that location if you continue to pay your rent, whereas SEO is more like buying a house – it cost you X amount in monthly payments, but the investment will pay back in the long term.

 

SEO Pricing Conclusion

 

So you can hopefully see from these illustrations that search engine optimization is not something you can set at a fixed price.

 

It is also a service that requires knowledge, staying up to date on strategies, and you will pay a premium to work with a company that knows search engine optimization inside out.

 

This premium will almost always offer a good return on investment and that should be the question you are asking – what can I expect my investment to return?

 
 
 
 

So stop asking how much is SEO going to cost and start thinking about your marketing in terms of ROI in the future.Click To Tweet

 

I will leave you with this one last thought.

 

How much does a guy flipping burgers earn each month for doing that job that requires very little skill and very little knowledge?

 

Do you think your SEO agency is going to provide your business with a $25,000 per month profit for the same amount of money as the guy flipping burgers is earning?

 

No… I didn’t think so.

 

You should look to get a good price for your SEO but above all you should look to work with a company you trust and can deliver a good return on investment.

 

Whether that investment is $1,500 or $25,000 per month – it does not matter as long as it is profitable long term.

 

Frustrated With Your Current SEO Company?  Download Our SEO Checklist Today!

 

Atlanta Local SEO Checklist

 
 
 
 
 
 
 
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The Truth About Off Page SEO and Why You Need It

Off Page SEO

 

You just finished optimizing all the pages on your website.

 

Now your ready for all the search traffic to start flowing in.

 

Not so fast…

 

You have just begun.

 

You next move is Off Page SEO.

 

With both on page and off page SEO playing an important role in the performance of a website in major search engines such as Google, Yahoo, and Bing, it is not surprising that there is a minefield of information and how-to guides to educate on ranking higher on Google.

 

Take This Guide with You: Download a PDF of the Post for Free

 

The problem with much of this information is that it can be conflicting and ultimately confusing for those of us who are trying to implement it.

 

Add to this the rate at which Google algorithms change and you can soon feel you are trying to crack the Da Vinci Code when all you’re trying to do is rank number one for a keyword search phrase on Google.

 

Last year, Moz reported in their Search Ranking Factors as seen below that the #1 and #2 ranking factors are based around off page links back to your website.

 

Moz Off Page Search Ranking Factors

 

So what isn’t up for discussion is the importance of off page SEO strategies and the impact they can have on your website in the SERPs(Search Engine Results Pages).

 

This article looks to address the misconceptions of off site SEO and offer an easy to follow guide of how and why you need off page SEO.

 

What is Off Page SEO?

 

If you were to ask most people ‘what is off page SEO?’ then you would be greeted with a simple response – LINK BUILDING.

 

In one sense that is true, BUT it is not as simple as that.

 

In part, this stock response comes because of the history of search engine optimization.

 

Fortunately, gone are the days when you could spam a domain with thousands of over optimized and keyword stuffed backlinks and rank for almost any term you wanted.

 

Google and the other major search engine players have come a long way since then.

 

That being said, link building still has Major Relevance and Importance for SEO – just not in quite the same way.

 
 
 
 

Link building still has Major Relevance and Importance for SEO – just not in quite the same way.Click To Tweet

 

The search algorithms need some form of links pointing at sites to help them understand what a website is about and whether it is valuable to its users.

 

Always remember what Google is trying to achieve… they want to offer the best result that will give value to the searcher by offering the most relevant results on page one.

 

The key word here is ‘Relevancy’.

 

Off page SEO is all about pointing out unmistakably what your website is about.

 

In part this is done through backlinks pointing to your website – but it is the value and relevancy of these backlinks and the content or the surrounding context that is going to really add value in the eyes of Google.

 

For Google to rank a website on page one or towards the top of the SERPs it needs to trust your website.

 

The easy way to think of this is treating each link like a vote of trust.

 

SEO Vote of Trust

 

BUT… not all votes are equal!

 

The votes (or links) from some websites will carry more trust than others due to the authority of the website.

 

However, some websites that have a lower level of authority but have more relevance to the niche of the website can also be very influential votes in the eyes of Google.

 

How to Measure the Power of These Backlinks

 

There is several ways that Google measures the relevance of your website to its users and we could never unravel all of them.

 

With over 200 factors at play (and many of them constantly changing or evolving) we will never fully understand Google’s search algorithm.

 

There are however, several tools and important metrics we can use to determine the power of inbound links to our websites.

 

Domain authority and page authority are still important metrics to consider when looking at building links to your website.

 

Maybe you are looking to do blogger outreach for backlinks or you are guest posting – and domain authority (DA) and page authority (PA) will be a factor you should consider.

 

Moz Domain and Page Authority

 

You can check these by using Moz’s free Open Site Explorer tool.

 

Just know that the www. and root (non-www.) will be different so check whichever the website in question is using.

 

These metrics are good for checking the authority of a website (in terms of votes we discussed earlier) but it is important to realize that these metrics are not the be all and end all when determining a backlink strategy.

 

DA and PA are particularly good metrics to look out for when working on a brand new website to give the new site some added DA and PA of its own and ultimately to give the website a little boost in the early days of its life.

 

Building Trust (Flow)

 

A far more valuable metric when building the relevancy of your website is the Trust Flow coming in to your website and the context of (or the niche of) the website in question.

 

The easiest way to determine this is to use the Majestic Site Explorer that will quickly and easily show you the Trust Flow and Citation Flow of a domain.

 

Again, it is important to choose the subdomain (www.) or the root (non-www.) depending on which one the website you are looking to link from is using.

 

Majestic Trust and Citation Flow

 

When establishing whether a website has a good amount of trust or relevance we can look for two things.

 

First, the trust flow being higher than 15 is a good sign as long as it is at least half of the citation flow.

 

So a ratio of 1:2 should be applied.

 

For example, a domain that has a Trust Flow (TF) of 15 should ideally have a Citation Flow (CF) of no more than 30.

 

If the TF is higher than the CF then this is a good sign.

 

The higher the trust flow the better.

 

When using the Majestic Site Explorer you should also check for a minimum of 10 referring domains and you can also check the backlink profile of the sites to ensure that there are no spam links that might be harmful to the trust of the site.

 
 
 
 

A far more valuable metric when building the relevancy of your website is the Trust Flow coming into itClick To Tweet

 

When using metrics and tools such as Moz and Majestic it is important to realize that like anything, the system can be fooled to an extent.

 

You should be on the lookout for anything that looks suspicious such as a low number of referring domains but a high number of backlinks or a low number of referring IP addresses.

 

How To Build Relevance To Your Website

 

If you want to build the relevancy of your website, you need to pay more attention to the website that is linking out to yours.

 

We are not simply looking for a website with high domain authority or with a high trust flow, but are more concerned with the niche that the website has this trust flow in and the context that the link is in.

 

There are two key factors to consider when assessing the relevance you can expect Google to see:

 

1. Niche or Theme of the Website

 

Perhaps the biggest value to try to build relevance to your website will come from the relevance of the links pointing to your website.

 

You should look to leverage the power of other websites that sit in the niche you want Google to recognize your website for.

 

For example, if your website was about Dog Kennel Repair then it would make sense to have links coming in from animal based websites.

 

The power of relevancy would be even greater if the links were coming from dog based websites.

 

This is where the majestic niche (use Majestic Site Explorer) comes in handy and the more power that the niche has, the more relevance it will push through to your website.

 

Off Page SEO Backlinks

 

If you don’t have a paid account for Majestic tools, then you cannot check the niche relevance, but don’t let that hold you back.

 

Majestic is an excellent tool for checking the niche of a website, but it is not going to be exactly how Google sees a site.

 

You should be able to grasp the theme of a website by checking a few pages of content on the website itself.

 

If most of the pages in our example here were about dogs and cats, then the theme of the website will work well.

 

You can also check the top backlinks coming in to the website for free using the Majestic Site Explorer and this will give you a sign.

 

2. Context of the Post or Page

 

Sometimes you will find a website that is not themed to your niche.

 
 

This is where the context of the page or post (the content that surrounds your link) becomes powerful.

 

 
 
 
 

In an perfect world you would only ever use a backlink from a website in the majestic niche you are targeting for your website.Click To Tweet

 

However, by adding plenty of context around your link you can add relevancy this way.

 

A 500 word article is the absolute minimum you should aim for here and the simple rule is that the more context you add, the more relevance you are adding to your link.

 

A 2000 word article on dog kennels sitting among other 10,000 word articles on a range of topics will have more relevance than a 500 word article.

 

Branded anchor text (the name of your website) will be given all the power of the context of the article and avoid over optimization by linking in an overly aggressive way with anchor text for your site.

 

Avoiding Over Optimization

 

If you follow these simple steps we have covered so far then you will be well on your way to creating some effective off-page SEO for your website.

 

The final element you must consider is to ensure you avoid over optimization of your link building strategy.

 

By looking for relevancy over keyword stuffing, exact match anchor text, and spammed domains you are way ahead of most other Search Engine Optimization companies.

 

Just be careful not to stuff keywords into your articles too many times, avoid repetition in domain name, URL, and anchor text.

 

****

 

If you follow these simple rules and always keep in mind that Google wants to bring the most relevant results to its users then you will really see a reward in terms of your off page SEO sooner rather than later.

 

Still Need Help?  Download Our SEO Checklist Today!

 

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SEO For Lawyers: Fact or Fiction SEO Myths

SEO for Laywers

 

There are many parallels that can be drawn between lawyers and Search Engine Optimization (SEO) specialists.

 

For starters, both know the negative stereotypes that come with their chosen occupations.

 

For another, both understand the value of creating a web presence online that gets seen by potential clients and customers.

 

Where the line seems to get drawn, is within the facts and fictitious when it comes to law firm SEO.

 

In fact (no pun intended), taking the wrong information in as truth could actually hurt your practice.

 

Let’s play – Lawyer SEO Fact Or Fiction.

 

You Just Need More Quality Content

 

Attorney Content Marketing

 

While the search engines have gotten keen to thin content and have recognized higher quality content as being of better value to the end user, it doesn’t necessarily mean that it equals higher website rankings.

 
 
 
 

You Just Need More Quality Content And You Will Get Your Website Ranked: (FICTION)Click To Tweet

 

There is much more that goes into attorney search engine rankings.

 

Like the saying goes – “If it were THAT easy then everyone would be doing it.”

 

And if it WERE that easy, then SEO experts and agencies for law firms would be out of work, and freelance writers would really be all that you needed to rank.

 

Is The Bolded Statement Above Fact Or Fiction?

 

We’re going to debunk this one. Sorry, it’s fiction.

 

While quality content is one MAJOR piece of the puzzle, it’s only a part of it.

 

You Can Get Ranked Overnight With “Certain” SEO Tactics

 

You may have been contacted or may not have been contacted by SEO firms specializing in lawyers in the past, saying that they had some tactics that could get you ranked overnight.

 

By “Certain” we mean SPAMmy and Black Hat tactics.

 

To the uninitiated this essentially means methods that the search engines don’t approve of.

 

Once upon a time, these types of backlink tactics may have worked, but as with anyone trying to game the system, they only work for so long until the search engines catch up with them.

 

In the long run, these sorts of tactics can actually do you more harm than good.

 

In fact, it can get you kicked out of the search engine rankings altogether, meaning you aren’t ranked lower or on another page, you simply cease to exist as far as search goes.

 

When it comes to SEO for lawyers this can be dangerous.

 

Law Firm SEO

 

It’s the equivalent of being told that your storefront or business office was being shut down and that you are no longer able to open up shop – ever.

 

Is The Bolded Statement Above Fact Or Fiction?

 

Sorry, we have to call this one fiction.

 

While it’s too good to be true, IF someone were able to find some type of loophole like this, it would eventually get found out if the tactic was not one that the search engines approved of.

 

Note: Please keep in mind that while the short term benefits may be there, the long-term realities could do more harm than good to your Law Firm’s SEO and online properties.

 

The More Times You Use A Keyword The Better

 

Yeah…

 

Sure… if this were 2003.

 

There was a time when you could utilize a strategy called “Keyword Stuffing.”

 

You just would use a specific keyword phrase a certain amount of times, in the right places and you would find yourself moving up in the rankings.

 

While you still need to have the  keyword placed throughout your content, putting it in fifty times  just won’t work today.

 

In the past, the search engines viewed your use of the keyword phrase frequently as relevancy and said: “Hey, they said it enough, this must be what the site is about so let’s rank it higher for that phrase.”

 

As more and more sites did this, it became apparent what was going on and this tactic of keyword use was slowly viewed as less relevant.

 
 
 
 

While keywords are still important, there are other variables that come into play.Click To Tweet

 

Is The Bolded Statement Above Fact Or Fiction?

 

Sorry, this one is fiction AGAIN.

 

Are you starting to see a pattern emerge here? Just kidding.

 

There are many other things that you need to do besides keyword injection.

 

The search engines are getting smarter and realize that keywords, along with variations of that keyword are what happen naturally when blogging.

 

For instance, a searched keyword phrase may be something like “Lawyer Atlanta,” but if that gets constantly used on you pages, then Google will get hip to it.

 

You wouldn’t ask someone “Hey do you know a lawyer Atlanta?”

 

That just doesn’t make much sense!

 

What do, are phrases like:

 

“Do you know where to find the Best Lawyer in Atlanta?”

 

OR

 

“Can you recommend a good Atlanta based Lawyer?”

 

If you just think of it from a common sense standpoint it just makes sense.

 

You Just Need More Backlinks To Outrank Your Competition

 

Again, once upon a time this may have been true.

 

When the onset of link building started, attorneys with a big enough budget could get ranked highly in the search engines.

 

The search engines realized that this was happening and put an end to it.

 

Thumbs down for spammy backlinks

 

While high authority backlinks still remain an important ranking factor, the quality and type and not necessarily the amount have been more and more scrutinized.

 

If someone comes to you with a plan to just build you thousands of backlinks, then you’d better be sure to ask more about them before ponying up the money.

 

Is The Bolded Statement Above Fact Or Fiction?

 

Can you guess what the answer is?

 

Yes, Fiction.

 

The Takeaway

 

As you can see, all of these are myths that simply aren’t true.

 
 
 
 

Your time would be much better spent doing what you do best – representing clients in a court of law.Click To Tweet

 

In fact, they are myths that have been passed around and around, leaving many to actually believe them.

 

There is so much more that needs to go into SEO for your law firm, and yes you could try and figure it out yourself, but why would you want to?

 

Your time would be much better spent doing what you do best – representing clients in a court of law, NOT figuring out what Google likes and doesn’t like this month.

 

Need More High Quality Clients? Download Our Local SEO Checklist Now!

 

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