Why SEO and Web Design Are The Best Marketing Investments
When it comes to spending money on marketing, you first have to consider what your goals are. Do you want a fast return or do you want to make sure your spending is going to pay off years from now?
Short-term vs. Long-term
If it’s the former, SEO and web design may not be the best places to spend your money. Instead, consider pay-per-click (PPC) advertising, where you pay Google to keep your links at the top, or side, of the page. Bear in mind that these links don’t get clicked as often as organic search results, though they are a good way to get started if you have are beginning your online campaign from scratch.
Outside digital marketing, in traditional advertising, media buying is akin to PPC, where you pay for a one-time ad to appear in a magazine or newspaper. A branding campaign is parallel to SEO and web design. While brand positioning and SEO may cost more, it’s spread out over the long term. These components of marketing are usually better investments because they help your audience identify with your brand’s core message. Creating that message and finding the right channels for it in traditional advertising can be tricky, but in digital marketing, we put all of that hard work directly to your website and SEO.
Just as in branding, SEO can require months, and sometimes even more than a year to really bring your money back. Unless you have an established brand and you want to target a local audience, you should expect full results from your SEO to take more than nine months. In terms of website design, a new site may take three months to design, code, and optimize for SEO, but once it does, it serves as the platform for your content marketing campaign, with all links pointing back to your homepage.
Why you shouldn’t outsource SEO
The best content marketing strategy incorporates social media with a constantly updated blog. If you’re new to digital marketing, the notion of blogging or Twitter may seem unimportant, but in fact people use these channels to find lifestyle content that connects them emotionally to your brand. You may be tempted to outsource to writers in India for cheaper SEO, but you wouldn’t use an Indian advertising company to design an American market strategy, would you? If you’re serious about SEO and digital marketing, know that the difference between the language of a native English-speaker and an ESL writer isn’t the only one: foreign SEO services often use black hat marketing strategies, which allow them to charge as little as $350 a month. Any white hat marketing strategy will cost well upwards of $1000, with international campaigns for high-competition keywords costing much more.
This may sound like a lot, but bear in mind that if you invest in a years’ worth of SEO, you will see your rankings improve drastically. However, if you stop an SEO campaign while your competitors continue theirs you may fall in the rankings, unless you are targeting non-competitive keywords in a local market. To repeat, don’t just stop your SEO campaign after you start seeing results. If you must, scale your investment back once you are on the first page and make sure you still update your blog and social media, maybe less frequently than the all-out onslaught you required to boost your rankings from the back pages.
The New Role of Digital Marketing
Over the next five years, expect digital marketing to be not so much an alternative to traditional advertising as a complement to it. With more than half of the American population on smartphones and daily internet use on the rise, digital marketing is the future of advertising. The best thing you can do is to prepare your company now, with strong web design and a reliable SEO company.