Search Engine Optimization Offers Greatest Return On Investment in Challenging Economy

Even in a challenging economy it is necessary to engage in marketing initiatives that reach out to potential prospects. Now more than ever it is important to cast a far-reaching net in order to attract those in a buying mode. Although your usual customer base may have slowed their spending, there are still plenty of businesses out there who need what you offer. Search engine optimization (seo), because of its far-reaching and long lasting benefits, offers you the greatest return on investment particularly during unpredictable economic times.

According to the most recent (September 2009) Manufacturing ISM Report on Business there was growth for the second consecutive month in the manufacturing sector as new orders and increased production were reported by 13 of the 18 manufacturing industries including:

• Wood Products
• Paper Products
• Apparel, Leather & Allied Products
• Transportation Equipment
• Textile Mills
• Printing & Related Support Activities
• Petroleum & Coal Products
• Electrical Equipment
• Appliances & Components
• Fabricated Metal Products
• Chemical Products
• Computer & Electronic Products
• Miscellaneous Manufacturing
• Food, Beverage & Tobacco Products

The report also indicated a reported decrease in economic and industrial activity in September by four industries:

• Primary Metals
• Furniture & Related Products
• Plastics & Rubber Products
• Machinery

Overall there are definite signs of recovery. The PMI remains above 50% for the fifth consecutive month which means the manufacturing economy is expanding, maybe not fully recovered but definitely on an upswing for the present.

So what does all this have to do with search engine optimization? Everything! During an economic recovery spending isn't necessarily consistent. So that means your best bet is to reach as many buyers as you can while they are actively searching for what you offer. You don't want to miss the opportunities when they arise. You want to be there front and center and ready to deliver.

Search engine optimization offers you the greatest return on investment because it has long lasting and far reaching benefits. Prints ads, trade shows, and even brochures have value that dissipates over time. Although they are still valuable initiatives, for the high costs involved they have limited audience reach, present a more difficult challenge to accurately track and report on returns, and generally offer their best value for only a short period of time. SEO, when done properly, offers you both lead acquisition and revenue generating opportunities for as long as your website remains on the internet.

Search engine optimization, in order to be effective, is best done in stages that are continually revisited at intervals over time based on results reported by your sales staff and your online tracking and reporting application. The first stage is to make sure the architecture (programming code and linking structure) and design of your website is optimal and that there are no errors. Consider your design. Does it accurately represent your professional image and the level of quality you provide? In support of that mission, you want it to be easy to access and navigate by both search engine spiders and site visitors.

The second stage is a comprehensive keyword research and development to ensure you know the way in which each of your target audience groups is searching for what you offer. Using the words and phrases your research uncovered, the third stage is content development that incorporates text and images on highly focused web pages, each of which use optimally one and not more than three keywords or phrases to attract your target buyers. The fourth stage has to do with reaching out to your target buyers in order to attract them to your website to educate, motivate and persuade them to do business with you. It is imperative that you do not embark on the fourth stage until you are confident you have done the work needed in stages one through three. Otherwise you run the risk of losing opportunities by turning off your potential prospects by not demonstrating your readiness for their arrival.

Reaching out to target buyers involves a number of ongoing initiatives that link your web pages to the greater community of those interested in what you have to offer. Continuing to build web pages to expand your site ensures you have lots of great content out there, supporting your reputation as a valued resource. Linking from industry sites or web pages that deliver relevant content to your target buyer groups is another good way to reach out. You want to be where your target buyers can find you, particularly when they are actively searching for what you offer.

Conclusion

Global Spec's Industrial Indicator's Survey 2009 released in June indicates that 73% of respondents have reduced spending. So that means you need to reach more buyers to make up for those reductions. Investing in search engine optimization offers you a way to effectively cast your far-reaching net to attract potential buyers wherever and whenever they are searching for as long as you have a website on the internet. A search engine optimized website designed to attract and convert puts you in front of your target buyers and makes sure you're ready to deliver. More opportunities over a longer period of time means a greater return on investment for you.

Contact us to learn how to prepare your website to attract, convert and track leads.

Industrial Web Talk - Your Resource for Industrial Web Solutions