specific keyword and, whether SEO has the potential to take everybody on a
fool's errand?
When it comes to bigger companies, for instance, can a massive SEO
investment in trying to achieve top ranking for almost-generic,
ultra-competitive keywords be worth all the disappointment and
soul-searching? Surely, in so many cases, there has to be a better way?
At the other end of the scale are smaller companies with a limited marketing
budget, particularly in the business-to-business sphere. There is often a
fine balance to achieve when it comes to investing in SEO for what can only
be low-traffic keywords in niche sectors, even where higher gross margins
per sale indicate otherwise.
Realizing this, many companies will skip the on-line sales dance, or resign
themselves to having a website that is little more than an 'on-line brochure'
presence or a support mechanism for Pay-Per-Click or social media
activities. Others, however, will persist in their delusion, often
encouraged by SEO companies who - out of business naivety or pure
self-interest - will over-promise when it comes to levels of return on
investment (ROI).
Whatever the type or size of business which embarks on SEO, a Page One
ranking would likely be the original aim. Raw keywords, by definition, are
the on-line thread running through everything a company does. To achieve
sales inquiries based on effective keyword selection will validate its SEO
involvement. Whether it delivers on ROI or not depends on many factors
outside of SEO on the one hand - but also within the scope of SEO on the
other.
Despite the voices of so many SEO evangelists, the down-to-earth reality is
that the on-line sales process is, in its essentials, no different from the
bricks and mortar process - except of course in the false expectations
whipped up by SEO hype.
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