And how to answer them
Author: Cameron Jenkins (Kameron Jenkins) - content manager Moz, co-founder of the agency content marketing Soapboxly.
How often have you heard various objections to SEO in recent years? Convince customers and management that search engine optimization worth doing - this is only half the battle. By doubts about the value of this traffic and to the issues of time and competition from other channels - it seems that the arguments against our work there at every step.
In his article, we look at five common objections to SEO and look at how competent to answer them.
Of course, this is not an exhaustive list. You are definitely faced with a host of other objections, whether the conversation with a potential client, friend or just an acquaintance. Many people misunderstand what is SEO, and oppose investment in this channel.
Let's look at the most common objections and possible answers to them.
1. Other channels bring more traffic / conversions
This objection usually sounds often: another channel (PPC, social networks and so on.) Brings more traffic and conversions, respectively, it is better SEO. In such cases, you can give a few arguments.
- Success follows attachments
If you invest a lot of time and money in the PPC or the SMM, but it does not do organics, leaving the channel to chance, it is clear that the efforts of other application areas will give a better return. These channels are not effective by themselves. The returns depend on the efforts invested.
- Each channel serves different purposes
Secondly, each channel serves different objectives. So, we do not expect that social networks will at all times ensure the conversion, because they are mostly designed to engage users to interact. This channel belongs to the top of the funnel and is more suitable for the expansion of the audience. Thus SEO refers mostly to the upper and middle parts of the funnel. It can generate a conversion, but not always.
- Participation vs last click
Third, although SEO and organic search do not belong to the last click before a conversion, they are usually involved in user progress towards the purchase. Look at your assisted conversions, and you'll see what contribution SEO.
2. SEO-optimization of the dead, as in the SERP is full of advertising
Another frequent objection states that in the SERP is full of advertising. Let's try to answer it.
- SERP what you see?
SERP is highly dependent on the query. If you look at the requests relating to the bottom of the funnel, with a high price per click, they really actively monetized.
It is clear that if you look at the commercial requests, working with organic not enthusiastic - these results in the SERP pushed down.
In addition, according to a study Varn Research, 60% of users do not recognize advertising in search results. Now that Google has changed the labels for advertising from green to black, this proportion may be increased even more. However, according to Jumpshot, to PPC accounts for only 2-3% of all search clicks.
So how do these things coexist? They coexist because most search queries do not trigger your ads. Users enter a lot more information and navigation requests than commercial.
- Before you buy, people are exploring
Before you make a purchase, people are actively exploring their desired product. They are looking for information and make comparisons. Keep in mind the full path to purchase their customers and focus on it. If you pay attention only to the bottom of the funnel, then SEO will not bring the results that you expect.
- better together
Many studies show that a combination of PPC and SEO can achieve better results - when the site is displayed in the paid and organic issue simultaneously.
3. Organics brings traffic, but not the
Another frequent objection is that the organic search does not bring the traffic you need. By "inappropriate traffic" can mean different things.
- Branded vs non-brand
For example, your customer may have in mind branded traffic - users who already know about the company and look for her by name. And that may be true. But then again, the absence of non-brand traffic may indicate that you are not investing in SEO, and not about the futility of the search engine optimization. It is very often the sites are ranked according to the requests, which they do not even know (and which does not mention their brand).
Go to Search Console, look at the non-brand searches, and you will see that delivers impressions and conversions for your site.
- Participation is also important
We have already talked about this above: it is important to also participate. Transitions from organic search also contribute towards a conversion or purchase. Therefore, even if the organic traffic does not convert as the last click before a conversion, it usually contributes to this event.
- It may be more targeted traffic
And finally, it can be a highly qualified traffic. If you really pay attention to your audience, you know how your users search, what keywords they used, and what is important to your brand, then with the help of SEO, you can really attract qualified traffic that is more inclined to be converted.
4. SEO - it is too long
It is also one of the most frequent objections to SEO.
- SEO does not give quick results
In response to this objection, we can say that SEO - is not a method for rapid growth. Many people who are opposed to SEO, and like the question: "Why is it not working right now," expect instant results. Typically, we are talking about conversions, revenue and growth. However, SEO - is the work for the future, rather than immediate results.
- Methodology + time = growth
SEO - this is more a methodology than a tactic. This is something that should be integrated into everything that you do. Then eventually you will reach a sustainable growth.
5. ROI of search engine optimization can not be measured
The fifth objection, the latest in our sample, and probably one of the most frustrating, hardly exclusive to SEO. It is also often expressed in relation to SMM.
"You can not measure ROI. I do not want to invest money in it, because I have no proof that I will get a return on that investment. "
When people say, they can mean two things.
A) Prediction ROI
Before you invest, they want to be able to predict the ROI. They want assurances that if they invest X, then get Y.
In this situation, you can use the data in their own website to build CTR curve, showing the CTR at different positions in the SERP.
After receiving this information and combine it with data on the volume of search for targeted keywords and phrases, you can predict the approximate traffic.
Then the answer will be: "This is the expected traffic that we get, if you allow me to work on improving the position of the site from 9 seats to the 1st or second."
In practice, when you do improve the position of the resource, you can get a lot more traffic than expected, because the site can begin to rank for many long-tail queries, providing additional traffic.
And this is one of the ways to predict ROI.
B) Measurement of ROI
Your customers also want to be sure that the investment in SEO is really paying off.
One way to do this - first to calculate the lifetime value of a customer (Life Time Value, LTV), and then multiply it on the closing rate (English close rate.), To obtain the target value. Then you need to enable conversion tracking and to set up goals in Google Analytics.
Now, when users will be converted on the site, you will begin to build up cash value, the estimated monetary value that produces any channel. Opening Statement of traffic sources in the GA, you will see the «Google organic» and understand how many conversions generates the channel and its value in monetary terms. You will also see his role in the report on assisted conversions.
It seems to me enough to be able to say to his opponents:
"Look, this channel revenue. Search Engine Optimization, which provides organic traffic is valuable and brings real money. "