We are all aware that a product or service is only as good as the amount of correct exposure it receives. In the past, traditional marketing methods would have included mail shots, newspaper advertisements and perhaps the odd television commercial or two. However, with the advent of the IT revolution, the landscape of marketing has been forever altered. Now, proper implementation of SEO is key to the continued exposure and success of a company’s ongoing business operations. Even static webpages have now been overtaken by the potency of online rankings, the integration of social media and the need to comprehensively update blog posts. Articles like this clearly illustrate how such power can be leveraged. While the necessity of such vehicles cannot be overstated, why has proper SEO become so expensive? Let us look at a few key factors that can shed some light on this important question.
The Cost of Establishing a Brand Online
First of all, it must be understood that providing a new brand with the beneficial exposure it needs is no easy task. Indeed, this was the same scenario we used to witness in the days of traditional marketing. However, as the internet is “virtual” advertising space, many believe that the price of efficient marketing should be lower. This is simply not the case, for an extensive amount of demographic research needs to be done to clearly establish which keywords need to be used and what niche market is the best to target. As the internet represents a much wider client pool than a regionally-limited strategy, expenses can run high should a business wish to employ a reputable service. As can be seen here, there is much to consider.
Expertise Costs Money
Simply stated, you get what you pay for. There are some small businesses who believe that cutting corners on SEO is a viable option and instead allocate their funds into the product itself. However, paying for a less-than-optimum SEO specialist can profoundly hinder a publicity campaign. As this post explains, quality is key to success. Without this expertise, rankings will be lower, a website will experience less inbound traffic and conversion rates may suffer as a result. This can be especially devastating to newer websites that have little or no SEO from the onset.
SEO is About Quality Content
While rankings use algorithms, SEO content requires writers who have a distinct expertise in their respective fields. Not surprisingly, these writers can come with a hefty price tag. However, this can be likened to using a first-rate marketing agency to create a unique and innovative television commercial or magazine ad campaign. The results are just as tangible, and the long-term rewards will quickly exceed the short-term liquid outlay. It must always be remembered that simply stuffing a blog post or a homepage with hastily thrown together keywords is horribly inefficient. At best, the text will read robotic and absurd, at worst it will sound too much like a sales pitch and potential customers may shy away from such an approach. Rather, quality SEO writing is more of an art form than a marketing campaign. The writer must present a palpable melange of both content and eye-catching statements. He or she must find a balance between the hard sell and the personable approach that will keep visitors coming back.
Planning Takes Time
Proper implementation of SEO takes time, and time is money in any business. While many businesses only see the end product, they must realise that hours and even days can go into a successful campaign. Furthermore, adaptation also may be required. The simple fact is that a good SEO professional will spend 10 to 20% of the time actually writing the material. The remainder will be spent on developing the correct strategy to have the literature reach the correct market and to increase search engine rankings. This “behind the scenes” work is just as important as the end result.
These are a few of the primary reasons why SEO can appear expensive. Nonetheless, it should always be remembered that should a successful strategy be found, the benefits can make a short-term investment well worth it. As the online community represents a virtually unlimited arena for growth, SEO needs to be an integral part of any online operation.