This seems to be the questions everyone from the largest Fortune 500 company to the fledgling online business is asking themselves. How can we succesfully increase our ROI?
It is simple really – obtain natural (organic) rankings!! If you are a company spending any amount of money on a PPC (pay per click) campaign, then you need to be reading this!! As many people have begun to realize, the benefit of having natural rankings is tremendous. Not every company can just throw handfuls of money at a PPC campaign on the chance that they “might possibly” see some return on their investment. If you are currently spending over $100,000 yr, you might as well contact me to get you ranked naturally because I can get you there for a one time fee of half of that! But that is another post altogether…
Obviously there are some standard things that can be done (SEOing anyone!) in order to lower overall costs and increase traffic to the site, which in many cases, can also increase the cashflow to the site as well. Who are we kidding though! It is not just about the amount of traffic that you bring in to the site, it is about the QUALITY of the visitors that you bring to the site. Are people coming to your site in an informational gathering mode, or are they in the ever important buy mindstate? That question answered will determine if you are seeing an improved ROI, or just improved traffic levels with no visible sale increase. And whatever your sales are measured as – be it actually buying a product, signing up for a newsletter, or whatever (because only you know what a sale is to you!), it is all about the foundation of your site that is going to determine if it is able to get quality natural rankings.
It used to be before the online world came into play, many companies would be happy with cornering one section of the market. For example if they sold children’s toys and the majority of their sales came from Power Wheels, then they would be content with 45% of their sales coming from that, and the rest broken down into the smaller percentages of the thousands of other products that they sell.
With the online world, this goes for the Fortune 500 companies first off (sorry smaller competitors, you can do it to but I will get to that later), why are you not completly dominating the entire market. Since you already have one step above the smaller guys in that you should already have hundreds, if not thousands of inbound links already(if you are paying a SEO/SEM any money for “link building” they are probably ripping you off!), all you should be doing is large scale optimization on each and every page, so you are ranking naturally for EVERYTHING YOU SELL!
I mean are you going to be waiting until the online world is regulated for monopolies or something? Monopolize!! Control your entire market, no matter how small you think it is! If you think it’s unimportant then you probably shouldn’t be selling it anyways, jeez! That just goes into how you optimize all of your pages though.
Smaller companies, I haven’t forgot about you, don’t worry. The only additional battle that you would have that many larger companies don’t have to worry about (unless their site has no pages indexed because it is in Flash, or is just really, really crappy) is actually getting the pages you want indexed and ranked. Indexing is easy enough, but with getting ranked we know links play a BIG part of that process, both inbound and outbound. So how can I the small company, compete with the cold and heartless 😛 corporation? Rank for the things they either are not caring about ranking for or not yet knowing about. That begins building your foundation and showing the search engines why you should be ranking for the more competitive keywords. Duh!
In turn the easiest way to increase your online ROI is to broaden your online horizons! Think “WORLD DOMINATION” – in an online sense. Stop looking inside the box for a different solution to the same problems. The only way to find a new solution to the same problems is to look OUTSIDE the box. Duh! I will get into more ways on increasing your online ROI, and before I get any idiotic comments, I know that the way to do that is to SEO a site but that’s not what is being discussed here. Start those brains juicing and let me know what you think…