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Why San Diego Business SHOULD Invest in SEO
Invest in SEO
Marketing & SEO
December 16, 2022

Why San Diego Business SHOULD Invest in SEO

Avatar for Marina Turea
Marina Turea
As a content project manager, Marina ensures pristine accuracy of content marketing projects delivered on time and...
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San Diego SEO
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Avatar for Marina Turea
Marina Turea
Content Project Manager
As a content project manager, Marina ensures pristine accuracy of content marketing projects delivered on time and within budget and scope. Marina is an experienced content marketing professional with a proven track record of helping both B2B and B2C companies grow their online visibility, leads, and revenue.
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SEO is one of the most effective digital marketing methods available to businesses today because it ensures they gain maximum online visibility in order to target their audience. In fact, Google accounts for more than 50% of traffic to websites, making SEO an essential component for a business’s marketing plan. However, SEO is a complex process and businesses can lose time and money by trying to execute a strategy themselves. Therefore, working with a San Diego SEO agency is highly recommended for many reasons so your business can rank at the top of search engine results.


Watch this video to learn about the Digital Authority Partners approach to local SEO!


 

SEO Is Cost-effective

seo professional_The word seo and serious businessman with hands on hips against futuristic black and blue background

Investing in SEO might sound expensive, but the opposite is actually true. Impactful SEO depends more upon the time spent on keyword and market research as opposed to money spent on the ads. Essentially, the end goal of SEO is to drive more traffic to your website, therefore increasing its conversion rates. SEO professionals can track these metrics to determine demographic information as well as consumer behavior.

For example, if you run an e-commerce site, experts can view how long it takes for a user to complete a sale and which keywords they used before making a purchase. Keep in mind that SEO isn’t exclusively used for e-commerce websites; any type of business can implement a strategy to boost their visibility by measuring the number of users who fill out the contact us form.

Businesses typically see an increase in website traffic in 4 to 6 months as a result of search optimization. While SEO doesn’t yield instant results, a slow approach allows your business to consistently grow throughout the years.

You Can Stay Competitive in Your Market

One of the fundamental aspects of SEO is relevant keywords; professionals focus on researching which keywords your target audience is frequently searching for and how your competitors are using them. Seeing their websites rank higher than yours might be discouraging, which is where investing in SEO services can benefit your business. Partnering with an agency gives you the opportunity to identify your competitors’ marketing strategies, and subsequently, devise a strategy to beat them.

SEO is a marketing technique, not a technology, so it will never go out of date. The only changes that can be made to SEO are evolving strategies and new avenues for improvement. For instance, voice recognition is something that an increasing number of consumers are using to search for information. SEO professionals can develop a plan to include voice recognition to help you reach a larger audience.

Search Engines Have a Large Online Market Share

https_Https address. Internet search concept

Google owns over 90% of the search engine market share. This is because the majority of consumers use Google to check for prices, reviews, and any other relevant information prior to making a purchase. If your website isn’t easily visible to consumers, you will definitely miss out on the opportunity to bring in their business. Having an organic SEO strategy in place will draw attention to your website and as a result, increase its traffic and your business’s revenue.

Additionally, search engines are platforms for maximizing brand awareness. Since top-ranking websites receive a significant amount of impressions, having your website in these positions increases its exposure. By using targeted keywords, consumers will immediately associate certain terms with your brand, therefore making it more recognizable in your market.

Build Trust With Your Consumers

The success of your business ultimately depends on how much revenue you generate, which of course, comes from your customers. Regardless of which industry you’re in, there are likely tons of local businesses that provide similar products or services. The key to building trust is understanding your customers’ needs and consumer trends. SEO data provides this information in detail, which experts then use to develop a comprehensive SEO strategy.

User experience also plays an important role in creating meaningful connections with your customers because Google assesses UX when determining where a website should rank. Websites that have clear sections, concise content, and relevant images tend to rank higher than those which are not fully optimized for a positive user experience. SEO professionals use website analytics to figure out exactly who your customers are and which sections of your website they spend the most time on. With this information, they can create more compelling content to retain your current customers and draw in new ones.

A San Diego Local SEO agency specializes in finding appropriate material which will resonate with your local audience and offer them the information they are looking for in fewer clicks.

Increase Engagement and Conversions

return on investment_Do you know the real value pay-per-click advertising is bringing to your business? Are you measuring PPC ROI accurately to ensure you’re not just wasting money on an underperforming advertising channel? When used effectively, PPC ads are a rapid way to drive traffic, increase brand awareness, and generate quality leads. However, many businesses and agencies tend to focus on ego-boosting stats, such as impressions, clicks, and click-through rate, rather than ROI. You wouldn’t neglect ROI in other areas of your business, so don’t do it for PPC. Measuring and calculating pay-per-click ROI informs you of the actual value it presents to your business and ensures you remain on track to break even or make a profit—this stops you from wasting valuable dollars on ads that don’t work. If you are neglecting it, our PPC consulting agency can help you get back on track. In this article, you’ll learn a few different ways to measure PPC success, including return on investment (ROI) and return on ad spend (ROAS). According to Google, for every $1 a business spends on Google Ads, they make $2. But, let’s not just believe their calculations—we’re going to show you how to do your own. What Is PPC ROI? Return on investment is one of the most well-known and popular KPIs used in business. PPC ROI is the comparison of how much PPC advertising costs your business vs. how much money it makes. It is a calculation used to understand the effectiveness of digital advertising channels. To calculate PPC ROI, you first need to know the revenue generated from PPC and the total of all costs that can be attributed to the channel. These costs include: Ad Spend This amount is easy to find in all of the PPC advertising platforms you use. Be sure to add together the money you spent with Google, Facebook, Bing, Instagram, or any other tools you use. Labor Costs Whether you’re using an agency or an in-house team, you’ll have some form of labor costs. For an in-house team or individual that oversees an agency, you’ll need to know their hourly salary and how much time they spend managing PPC campaigns. Third-Party Costs Many businesses outsource their PPC management to an agency. This is a much easier calculation than labor costs as you’ll likely be paying a contracted monthly amount for their services. How To Calculate PPC ROI Now that you’ve collected all your data, it’s time to put your PPC ROI calculator to work. It’s a simple formula, resulting in a percentage. (Net Profit / Total Costs) x 100 = ROI As an example, let’s say your PPC net profit for 2021 was $100,000, and your total costs were at $75,000, making your ROI calculation as follows: ($100,000 / $75,000) x 100 = 133.33% Top tip: when calculating ROI, 100% is the break-even point; meaning, if you’re in profit, you will see a percentage over 100, and if you’ve made a loss, it will be under 100. What is ROAS & How Is It Calculated? A variation of digital ad ROI is ROAS (return on ad spend). Rather than factoring in the total of all the costs mentioned in ROI, ROAS is comparing the amount you spent on ads against the revenue they generate. Again, expressed as a percentage, you calculate ROAS using the following formula: (Money Gained From Ads / Money Spent On Ads) x 100 = ROAS Let’s say your company spent $10,000 on ads and generated $15,000 in revenue. Your ROAS would be: ($15,000 / $10,000) x 100 = 150% As with ROI, your break-even figure is 100%, so setting that as a goal is a good start. Comparing ROAS with ROI When ROAS is showing greater than 100%, but ROI is coming in under 100%, you can look at your calculations to see which overheads are hampering your pursuit of profit. You may realize that your ads are performing brilliantly, generating a great amount of revenue, but your third-party agency costs too much. In this situation, it may be time to relook at your budget, metrics, and relationship with your agency. You may need to increase your budget to increase the revenue generated, renegotiate the cost of the contract with your agency, or look for a new PPC company to pick up your account management. Either way, it’s always beneficial to compare the two calculations. Conversions That Aren’t a Purchase When using a PPC platform, it’s incredibly easy to find the cost-per-click data. However, profit-per-click information is a little harder to find, and it’s a calculation you’ll have to do yourself. Sometimes, businesses find it hard to attribute a value to PPC conversions because there aren’t always users making a purchase. Alternatively, a conversion could be filling out a form, calling your company, downloading a brochure, or booking a meeting. None of these conversions have an actual dollar value, so you need to assign one to them. For example, you could use your average sale value and conversion rate to assign a value to a form fill. Let’s say one in every five users that completes a form converts to a customer—that’s 20 percent. Your average sales value is $100. Twenty percent of $100 is $20, so you could assign a value of $20 to every conversion that is a form fill. Using this method won’t give you a wholly accurate representation of ROI. However, you would need every transaction to be completed online to achieve this. In Summary Using a pay-per-click ROI calculator is imperative for any business to assess the value PPC brings to their company. Even if you don’t make sales online or your conversions are directed toward non-sales-related activity, you can still get an accurate picture of how much revenue PPC is contributing. ROI and ROAS are the holy grail of understanding how PPC is performing. Yes, the fluffy stats that agencies and marketing managers like to quote are great for monitoring progress. However, business owners care about making a profit; and just like any other expenditure, PPC needs to prove its worth.

Because your business is focused on engaging with San Diego customers, casting a wide net across the state or country can be counter-productive and a waste of resources. SEO professionals focus on developing local optimizations to focus on targeting audiences in specific neighborhoods through customized messaging.

Another important step towards increasing engagement and conversions is by optimizing your website’s content to include local citations and backlinks, which give you the opportunity to build credibility in your market. Once your website’s organic traffic increases, you can use your customers’ reviews to improve your product and maintain your search engine rankings. 

Expand Through Mobile Optimization

A few years ago, Google recognized the importance of accommodating the need for consumers to search for information on their mobile devices by introducing mobile-first indexing. All websites are now ranked based on how accessible the mobile version of their content is for users. While Google still continues to monitor and rank desktop web pages, mobile optimization is becoming a much bigger priority for SEO strategies.

A successful SEO strategy gives businesses a chance to grow through new trends and technologies. Working with a San Diego SEO agency will guide you on how to leverage these trends to evolve your brand according to consumer needs, including digital content and sales strategies.

Are you located in San Diego? Visit our San Diego Digital agency to learn more about how we can help boost your website’s digital presence and revenue.

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