Process and Approach

  • What is SEO and how does it work?
    • We’ve already covered this

  • Why do companies need it?
    • The world is changing and has already changed. People go to search engines to find what they need. 
    • People used to rely mainly on word of mouth and old school forms of advertising like mail and billboards
    • Technology changed. People don’t associate with each other as much as they used to. So people don’t talk as much anymore. This has lead to people going to Google to find anything from a plumber to a local hair salon
    • In almost all industries, companies have competitors that are investing in their SEO. It’s become a game that everyone has to play. And if you don’t play it, you’ll be left in the dust.
      • Think about SEO as you would a business needing to take credit cards. Once upon a time, businesses refused to use credit cards and would only accept cash. Over time, those businesses suffered greatly because people didn’t carry cash anymore. SEO is like the credit card that is changing the fabric of how we do business. Those that don’t innovate will die. 

  • How long does it take to succeed? 
    • It depends on a few things:
      • How much labor is put toward it each month?
        • AKA, what is the client’s budget?
      • How competitive is the niche and city? 
      • How established is the company’s current SEO standing?
    • In general, we like to say that it takes at least 3-4 months to see any kind of tangible change. But that does not mean you’re ranking at the top of google or that leads will increase. That simply means we are able to see in our analytics that things are starting to move.
      • The 1st page of Google gets 70-90% of the search traffic
        • 25-35% goes to the top result
        • 15-20% goes to 2nd result
        • 10-12% goes to 3rd
      • This is precisely why it takes so long to see actual lead increases.
      • See Fundraising University Report.
    • We will get into this during the sales calls section, but we want to really focus on long term partnership and not short term gains. SEO takes time, but it’s worth the investment. 

  • How much does it cost?
    • Pretty much the same answer as how long does it take to succeed:
      • How much labor is put toward it each month, how fast do they want to go?
      • How competitive is the niche and city? 
      • How established is the company’s current SEO standing?
    • Common pricing for various clients
      • Single location service based companies in cities under 150,000 population
        • Roughly $1500-$3000/mo
          • Typically includes google and FB ads
      • Multi location companies are usually in the $5k/mo and above category
      • Brick and mortar
        • Gyms, restaurants, shops:
          • Usually cheaper. Can be anywhere from $750-$1500/mo. 
          • They usually have smaller budgets
      • National based companies
        • $5k/mo minimum usually for national based SEO campaigns. It’s a lot more work and we have to do quite a bit of paid link building. 
        • They can be great opportunities, but many companies can’t afford to do national SEO unless they are established. 
        • Remember, we don’t do eCommerce SEO or any marketing. But we will build their websites. 

  • Our approach
    • Good keyword research
    • Content content content
      • Good original website content
      • Ongoing blog work
    • Good on-site SEO
      • Correct header hierarchy 
      • Title tags and meta descriptions 
    • Backlinking
      • Free 
      • Paid

  • Who do we go after? 
    • Anyone that can benefit from ranking higher on Google.
      • This comes down to businesses that are in industries where people use Google search to find their product or service. 

  • Past SEO performance
    • It’s important to understand that metrics can vary wildly.
      • For example, SEO for established companies can actually look like it’s declining from a global keyword rankings perspective, but that’s only because they were already ranking highly when we took them on. But we can help them rank for MORE keywords which can in turn bring in more site traffic, which raises the tide for all ships in the harbor. 
    • Kryger Glass
      • Already established, but wanted their phones to ring
      • Call count increase
    • House Guys
      • Keyword rankings increase
      • Traffic increase

  • How we think about and sell SEO
    • Long term investment
      • The ROI is really based on the long term payout, not the short term return. It could take a company a couple of years to really start churning a profit with SEO, but once they are there, it can start yielding ROI very quickly.
    • Makes your company more valuable to sell
      • A website is an asset. And company valuations are based often on assets and cash flows. When you have an asset like a website that literally generates X amount of cash flow per year, that can be an actual balance sheet item when selling your business.
      • Think about a blog website like pinetarpress.com. It reviews equipment that then makes money through affiliate sales. The SEO creates cash flow, which then makes the site worth a value dependent on the volume of those cash flows.
      • These are valued at a multiple. So, if a site generates $500/mo as a blog, it could likely yield a 30x multiple and be worth $15,000.
      • If a company has a website that generates $1.2 million per year in revenues from the website leads, that website could be worth a 2-3x multiple on the balance sheet alone.
    • Not to be used for short term needs
      • We have prospects all the time that approach us because they have immediate need. Usually, SEO is not a good fit for them because they need leads NOW.
        • This is the type of business owner that is looking for something like HomeAdvisor or Angi’s list. They would make TERRIBLE clients and we don’t want them since all they are looking for is the next best thing. They don’t understand long term growth and don’t know how to run a successful business.
        • This isn’t to say that all companies that use these apps are like this. In fact, we can poach a lot of clients from there. But, the bottom line is that those looking for an immediate lead are usually the types to not buy into the SEO methodology and likely are a waste of time to sell to. They’ll often never convert, or, they make terrible clients.
      • If we think about why they need the leads immediately, its usually because they aren’t doing well financially and can’t afford SEO anyway.
      • The clients that need SEO are typically more established, healthy, and are simply looking to expound on what they already have. Or, they are looking for another lure in the water.
    • SEO couples well with Google & FB ads
      • It’s important to state that just because a company wants to see success faster doesn’t mean they aren’t SEO candidates. It may just mean we need to run FB and Google ads for them to artificially get leads in the door.
      • For most businesses, they don’t want to wait 2 years to get a lead. They want to see some form of ROI before then. So we typically will supplement the long SEO runway with short term ads that generate leads and sales for them.
      • Moral of the story: SEO is long term, but we still need to show some ROI over the course of the first few months. We can’t expect them to just trust us for 2 years with zero performance.