If you’ve ever wondered “What Type of Company Benefits Most From SEO?”, then you’re not alone. With billions upon billions of searches being performed every single day on Google, if you can utilize SEO to grow your business, you’re going to want to get on it sooner rather than later.
Now you’re probably wondering; “IF you can utilize SEO?”
Maybe you’re saying “Jo, as someone who does SEO for a living, how can you say IF? You should be promoting the heck out of SEO and wanting any Average Jo (see what I did there?) and their momma to be using SEO!
But this isn’t exactly the case. In fact, as an SEO Agency owner, sometimes the best response to an inquiry is; “Sorry, SEO is not the answer for you, but let me connect you with a guy that is an expert at Facebook ads.” This is where having a network of professionals you trust comes in really handy.
So why is SEO not suitable for everyone and their business? We’re going to get into 3 things to check before investing in SEO:
1. Using Google to Determine; Does it Make Sense?
Define your business, in the simplest terms possible. Google it. Let’s say you’re an auto repairman (or woman!). Googling “auto repair”, which very clearly defines our business, will yield this result:
I use Keywords Everywhere to see search volume, What Keywords Everywhere does is it shows the estimated search volume of a term right below the search box, as you’re searching Google. I highly recommend it to anyone interested in SEO. As you can see, “auto repair” gets 246,000 searches every single month. This isn’t even including any location based searches, which we will get into.
The amount of searches for your general keyword doesn’t really matter, because it’s all about searches coming from your location. But generally speaking, the higher the better. I’ll show you later on how to find search volume for the general keywords by location.
Now, you’re going to want to search into Google; “keyword + city”. Using my previous example, I’ll pretend I own an auto repair shop in Cleveland, Ohio.
I’m going to search “auto repair Cleveland” in Google.
Now you can see that 30 people are searching for this keyword in Google every month! This tool is not exactly accurate, and most SEO’ers believe these estimates are lower than the actual amount, so take that into account!
So 30 people per month searching for what you offer, auto repair services in Cleveland. Depending on your business, this may not be worth paying a $1,000-$5,000 monthly retainer to rank in Google for this term.
But wait a second, don’t give up on the power of Google just yet!
Let’s search for a few related terms. I’m going to try;
“auto repair Cleveland ohio” (110)
“auto repair in Cleveland ohio” (30)
“mechanic shops in cleveland” (40)
“auto repair shops cleveland ohio” (140)
Wow! We just went from 30 potential leads per month, to 360 potential leads per month. Remember to search for any term that could describe your business. Just because you would sooner Google “auto repair (city)”, doesn’t mean everyone else will do the same!
Now, if I told you it gets even better would you believe me?
We’re going to stick with the current example, an auto repair shop in Cleveland. Wouldn’t it be cool if we could see how many people in Cleveland search “auto repair shop near me” in Google every month? If you answered yes, then you’re in luck! I’m going to show you how right now.
Using the Google Keyword Planner, we can find this number out. I’ll show you the numbers I found for Clevelanders (that’s definitely the right term for a person from Cleveland), searching for auto repair near them.
WOW! If you were blown away by the idea of using alternate search terms, this must really be taking your breath away. Several terms that are garnering 100-1000 searches every month!
When you’re done this process, you’ll have a somewhat good idea of how many people are searching for your services in your location, keyword your location. (No, you don’t have 1,000,000 searching for your hair salon in Timbuktu)
If after all of this, you still only estimate less than 50 potential leads per month, then there’s a good chance your time and money are better invested elsewhere. But like I said, there are always exceptions to every rule.
If your business would be changed by getting 1 new client every month, then your niche is a prime SEO niche. This is what we will get into next.
2. Is Your Niche SEO Compatible?
Now we’re going to talk about the business you’re in. There are a few attributes you’ll want to look for in your business before investing too heavily in SEO.
1. High ticket customers
If you’re investing in SEO services, you obviously want to produce a high ROI. Now, you run into a problem if your average sale per customer is piddly (e.g. $15). If you’re investing $1500/month for SEO, you’ll need to convert 100 leads into sales, just to break even! (That’s not including the costs of running your business!)
On the other hand, if your average sale per customer is up in the $100’s or even $1000’s (e.g. doctors, lawyers) , SEO begins to make great fiscal sense. Obviously, SEO can benefit more than just doctors and lawyers, so let’s continue the list.
Let me explain what I mean, if you’re trading your time for money, then your business is a time-dependent business. For example, you are a masseuse that charges $40/hour. You’re trading an hour of your time for $40. If it’s just you running your one person massage therapy clinic, maybe ranking in Google shouldn’t be your number 1 priority yet.
If you first focus on growing your practice (maybe hiring a few more masseuses), then a huge influx of customers will help your business greatly. This is an example of partial time-dependency. Now instead of just depending on your time, you have a small team to aid you and your business.
Another example is a dog walker. A dog walker could walk many dogs at once, which is still time-dependency, but now you’re multiplying your hourly rate by serving several customers at once.
3. Current Web Presence
In SEO, the numbers are king. Actually content is king, but the numbers are queen. After you’ve checked one of the first two boxes (or both), you’ll need to go through the first point; Using Google to Determine; Does it Make Sense?” This time, check out some of the search results.
How does their website look?
Do they have thousands and thousands of words on their pages? (Cause remember, content is king)
Do they have hundreds of Google My Business reviews?
How fast does their page load?
Is it a content-heavy website? (images, videos, infographics)
Now look at your website and ask yourself the same questions about your web design. How does your on page optimization (with SEO in mind) compare to theirs?
Many SEO Agencies will charge you based on the competition of the keyword. If the top search results look poorly designed, with little to no structure to the website, then SEO is more likely to be a worthwhile investment for you and your company.
3. What if my Business Isn’t Location Dependent?
This is a tricky question, and the best thing for you to do is contact an SEO Agency. If you’ve been following the article, you’ll want to use your Keywords Everywhere tool to see if there is any search volume for the keywords that your target market would be searching for.
This SEO will be much different than any location based SEO, because there will most likely be no map pack if your business is location neutral.
You know your business better than anyone, so take a look at search volumes, your sale per customer, conversion rates, and figure out if SEO is a worthwhile venture for you. You’ll want to contact a professional and get some insight before taking any big steps.
If you’d like to learn more, please don’t hesitate to contact us for your personalized audit today.