A friend of mine sent me an email that she had received from an SEO firm seeking her business, several months ago. The email started with something like, "we tried to search for your business on line and couldn't find it, which means your prospects can't find you either."  It went on to say that they could guarantee top search rankings (for a monthly fee). It was quite a lengthy sales pitch but basically what they were promising was top search rankings for my friend's company, for what they (the SEO firm) perceived where the relevant keywords.  My friend thought this sounded great, so she presented it to her management team. After all isn't that what we all want, to be at the top of the search results and drive more traffic to our site?

This concerned me, because there was no reference to aligning SEO or top search results with the business and marketing goals. How do you know the best SEO tactics to implement if you don't understand the client's business and their goals? Before employing a firm or individual to implement SEO ensure what they recommend is in line with your business goals, and not their business goals.  SEO is more than just top search engine results. What is the purpose of the website? Who is your target audience? What are the best keywords and phrases to drive qualified leads to your website? Have you set up landing pages for the relevant keywords and phrases?

Let's assume it works.  You're top of the search rankings for your keywords and this is driving qualified leads to your site. What is happening to these leads once they're on your website?  What is your sales funnel? Are you offering them the information they are looking for? How are you capturing these leads? Do you have a call to action? How are you converting these leads?  Do they know what they need to do?  

This is why implementing SEO must be aligned with your business goals. Your goal isn't about being at the top of the search rankings, or driving lots of traffic to your site. Your goal is to convert! It's all about the bottom line!

Before you decide to employ a firm or individual to handle your Inbound Marketing make sure they understand your business goals, your website goals and your audience.

Did you find this information useful? If so please, share it with others by clicking on your preferred social media links above or make a comment.

Thank you.