Since the arrival of the internet search engine, companies have wanted to get listed at the top of the rankings. Undoubtedly this is a valuable and relevant objective, but the process to achieve this goal in a meaningful way for business development has been fraught with pitfalls. Consequently, too often business owners, enticed by the lure of quick and easy success, have found investment in Search Engine Optimisation (SEO) services delivering little or no real business benefit. SEO has sometimes been pitched as a ‘Marketing Magic Wand’. Since, unfortunately, there are no magic wands, a different, more integrated approach is called for. In this post we took a look at how we believe the place for SEO is changing in 2018. While it is undoubtedly true that ‘formal‘ SEO does have a role in competitive markets, particularly across e-commerce and social media where companies are aiming for wide national or international influence, this is not the case for all. While some ‘formal’ SEO may have a role, for many (or probably most) SME businesses across the UK, there may be more benefit in concentrating on regular, well-constructed content which takes heed of relevant target keywords and phrases. As a result, you can effectively combine the delivery of sustained, relevant content with consideration of the key elements of more ‘traditional’ Search engine Optimisation (SEO). Consequently, I believe that, for most SME businesses, the best marketing communications approach is to focus on delivering well-written, engaging content. This is the approach we normally recommend to our clients and we consistently see it delivering real-world results. A solid approach to content can deliver great SEO as an added bonus! Here are 3 recent examples of clients from very different sectors each applying the BSA approach…
Case 1: Specialist Machinery Engineering
Marketing Approach: A modern website, regularly updated with product data, technical information, case studies and testimonials. Marketing Communication: Regular programme of E-newsletters since 2014 Performance improvements 2014 to 2017:
- Website Traffic up 82% delivered increasingly by Organic Search
- Website Enquiry Form Submissions up 52%
- £0 budget dedicated to SEO services
Case 2: Bespoke Travel Service
Marketing Approach: A modern website, regularly updated with location details, travel advice, case studies and testimonials. Marketing Communication: Regular programme of E-newsletters and Social Media Performance improvements to 2017:
- “A healthy uplift in year-on-year site traffic”
- Site visit to enquiry conversion up 80%.
- £0 budget dedicated to SEO services
Case 3: HR Consultancy
Marketing Approach: A modern website, regularly updated with HR information, advice, case studies and testimonials. Marketing Communication: Regular programme of E-newsletters Performance improvements to 2017 – from the MD:
- “Year-on year growth every year since 2011 launch”
- “Prospects approached years ago remember me and sign up now.”
- “A growing portfolio of happy clients”
- £0 budget dedicated to SEO services
In conclusion, I know that statistics can be made to say pretty much anything and that opinions are subjective, yet the bottom line is that all of the above are happy BSA clients with growing, profitable businesses. In each case, their website is central to their marketing and business development but none spend budget on dedicated SEO services. Finally, the root of all these successes is straightforward: Simply tell your story; consistently and relevantly. I am happy to discuss any case in more detail.
