Recently some clients have challenged me on the point of SEO (Search Engine Optimisation) at all. The argument, phrased recently by one of my American clients, is as follows:
“We’re a B2B marketing business. Our clients know who we are, so why should we spend money on Search Engine Optimization improving our organic search listings?”
Here are some good reasons to reconsider this position and using SEO, or natural search as it is also known.
1. In the area in which you are most established, your main clients and contacts may know who you are. But what about the new areas that you’d like to mine for business? Your profile will not be as high in these areas.
2. Companies constantly hire (and fire) employees. The contacts you believe you have in key organisations can change at the drop of a fedora. How confident are you that everyone in the company – now and in the future – knows your company name?
3. Do your existing clients know every single service or product that you offer? If you sell denim but also poplin, it would be pretty sad if one of your biggest denim customers bought their poplin from another company simply because they didn’t know you offered it. This would also be a great opportunity for your competitor.
4. If you’re not doing SEO, your competitors might be. If a journalist wants to write a story on your industry specialism, where are they likely to do their research? Yes, the internet. OK, so Fritz from Glassblowers Weekly might have known you for years, but what if a new, younger reporter was tasked with covering the story?
5. Are you are as well known in all countries as you should be?
6. If you ever wanted to sell your company, where would investors look? It’s very likely that they would see how you compared on the search engines with your competitors. At this point it’s worth stating that poor web performance cannot be fixed overnight.
Quite simply, the internet is too big a showroom not to display a well presented, easy to find digital version of your company. If you get the SEO right at the beginning, and build your website right, it is easy to build on. Good use of Search Engine Optimisation will provide you with ongoing leads, PR opportunities and a raised profile that will bring all sorts of commercial benefits. For further thoughts on this, please visit my earlier blog, Planning Search Engine Optimisation from Scratch.
It’s SEO. It’s giving people a map that takes them to your business. Isn’t it worth drawing a map to help people find your digital HQ?
I look forward to hearing your thoughts.