Why pay for SEO from day one?
The value of organic search
The true value of having your site listed in search engine results is often overlooked by all who are contemplating the barrier to entry. Surely the initial cost of building a website is nearly always higher than most organizations assume before they begin looking. I know in my own work on more than one occasion I have received the “it can’t really cost that much” look from prospective clients after delivering proposals for work. The truth of the matter is my hourly rates are very low because I work for nonprofit organizations and churches, and have a sincere desire to deliver quality services at the lowest possible rate. I can imagine those in my industry pitching half million dollar projects, and the amount of stress that must be created in those meetings.
The bottom line for most nonprofits, as well as business in general, is often the financial bottom line. How much will it cost, and what am I getting for the investment? Contrary to what many would think, the cost of site development is far lower than it was ten years ago. The initial barrier to entry for a .COM business of the mid 90’s was roughly five million dollars. This included the staff required to keep the site up and running for a limited time, and the cost of development. As one can imagine the .COM fiasco was very lucrative for thousands of design studios that no longer exist today. Today’s market is far more modest, and the barrier to entry has adjusted to meet the marketplace.
It is often hard to convince prospective clients that paying for Search Engine Optimization services (SEO) is a wise investment from the first day of the project. It is often placed on the backburner and considered for the future once an initial site is up and running. This is almost always for the same reason: money. By waiting to develop the site for search engines the barrier to entry is lowered, sometimes even by half. This is a financial decision, but it is often the wrong one. Let me tell you why.
Organic search engine results are the results returned from a search on the left and lower part of a search engine results page. They are freely provided by the search engine at no cost to the website owners. The Pay Per Click (PPC) advertisements are shown on the right hand column and often the first 1-2 results on the left hand side. These search results are paid for by the website owner on a per click basis.
Organic results are very valuable because they produce visitors to a website at no cost to the owner. A correctly designed site with SEO principles used in its creation stands a better chance of becoming successful. With hundreds of millions of websites currently online, only a small percentage of those sites are represented by search engines effectively. Now don’t get me wrong. They are visited by search engines; it is almost impossible not to be visited by the “spiders” (programs) used by the search engines. Google’s mission is to spider the entire internet effectively and present current relevant results to searchers. For this reason there is not even a need to “submit” your site to search engines in today’s day and age. SEO is a completely different battle today. The key is in getting your site listed in the first 5-10 results for keyword phrases that will bring visitors to your website that are likely to gain from the visit. If you sell Nike sneakers online, you want people looking to buy Nike sneakers to find your online store. You don’t need people who hate Nike and only wear Reebok. The relevancy of the visitor is more important than the number of visitors. Making sure the right people find your site is the entire premise of search engine optimization (and all internet marketing.)
Organic search is the most important form of online marketing on the internet. Why? Because the results are far cheaper to produce, and the visitors are more likely to trust your site than if they had clicked on an advertisement. Growing organic search results should be on the top of your priority list when it comes to internet marketing.
In recent eye movement studies, the organic search results are the first place searchers eyes visit on a search results page. After scanning the natural listings the eyes will move on to the advertisements. The simple reason for this is that people trust Google, Yahoo, MSN, and Ask to provide them with relevant information more than they trust the marketing persons who place ads. The lesson in this study is not to give up pay per click as an option. It has instant and proven results, but the visitors generated cost more in the long run, and are not as high quality as those generated by organic search.
The other option
Many people simply cannot afford a lot of SEO work in the first days of site creation. The search marketing is often an afterthought because even many designers are not aware of its importance. It is the most affordable marketing venue in the world, and I say that with conviction because of the overwhelming number of visitors it can bring into a site.
So if you cannot afford to pay for SEO on day one, what should you do? Much of good SEO work is in redesigning a website to be readable by search engines. The standards that must be followed in the site’s design comprise a good portion of what most people end up paying for in their SEO bill. By circumventing the need for a redesign you can save thousands. The key to preparing the site for SEO during its creation is in finding a design team that is both aware of SEO and has the knowledge to design to the standards the search engines require to index your site.
Build your site to be readable and indexable by search engines, and you will be in a good position once your budgetary restraints allow you to fully SEO the site.
The next piece of advice I would offer is to strongly question any design team that claims to be creating your site for search engines if they do not offer search engine optimization services. This skill set is in another realm far from design. They do not teach SEO in any school that I am aware of, certainly not in design school. Small time designers working for local business are often unaware of new search engine technology and practices and do not create websites for search engines, even though they claim to.
If they do not offer the service, they are most likely uninformed or simply being untruthful.
Aaron
Developer / SEO
PS. All websites this company designs are built to be indexed by search engines, even if we do not do any specific SEO work for the site.
