What kind of ROI can you expect from SEO?
With the majority of people now turning to Google to help them find a product or service in their area – the top spot of Google has the ability to provide a massive surge in organic traffic to your website and a huge return on investment for any business, in any niche.
In offline terms it equates to owning the best retail space on the busiest street in your city.
In this article we attempt to break down the value of SEO for your business.
- How can we measure return on investment from SEO?
- Is it worth ranking at the top of Google in Dublin?
- Hot local niches for SEO
I love when clients begin to realise the massive opportunities for their business on Google. Or when they begin to see the €1000’s in lost revenue they are leaving on the table each month – money which their competitors are swiping from under their nose. Find out how much the #1 spot on Google.ie could be worth to your business. Call us today to find out.
There are a number of factors which may be used to quantify the value of SEO to a business;
- Straight forward increase in leads direct from visitors to your website from Google
- Ability to develop your Facebook pixel and retarget those people on Facebook who visited your website
- Building brand awareness and trust
- Pushing your competitors down.
One of the first things we ask a potential new client is how much would X new leads be worth to their business each month. X of course being a value we have arrived at after looking at potential keyword search volumes, traffic from ranking at the top of Google, and industry standard conversion rates.
The general consensus is typically that X new leads would take their business to the next level. But transforming these leads into actual sales is the responsibility of the business itself, the quality of its product or service and effectiveness of its sales process.
The top 3 spots of the Google organic results share the majority of all visitors for a search term broken down as follows;
#1 spot – 40 to 50% of all visitors
#2 spot – 25 to 30% of all visitors
#3 spot – 15 to 20% of all queries
Depending on the industry this can vary. For example in certain industries a potential client may require a price from a couple of suppliers and therefore most visitors will click on the top spots equally. In other industries there may be an urgency to their query or lesser need for research, i.e. ’emergency plumber’ or ‘car locksmith’, so many searches may not pass the first result.
SEO, CTR and CPC
One of the easiest ways to place a value on the results of a successful SEO campaign is compare the number of visitors to your site to how much it might have cost if paid for with Google Adowrds. However there are number of things to remember when comparing SEO traffic to Adwords Traffic
- Only 15% of people will click on an Adwords Ad. Many more will click on the top organic results. Therefore there is always going to be a limit to the amount of traffic generated through adwords.
- People place a lot more trust in businesses listed in the top organic results for a query.
As the largest city on the island of Ireland with a catchment population of 1.5 million people there is massive opportunity for any business in Dublin to skyrocket their leads and sales by positioning themselves at the top of Google. And we can put you in that space and provide you with an unfair advantage in your industry.
Listed below are some example keywords and their search volumes (including keyword variations) for Dublin.
|Web Design Dublin||2500+|
How much are the top spots on Google worth in Dublin?
Taking the keyword ‘Orthodontist Dublin’ as an example – at the top of Google and also in the local map pack you could expect at least 600 new visitors (30% CTR) to your site each month. These are people who are actively searching for an orthodontist or braces in Dublin at that moment in time. Even if just 10% of these contacted your practice for an appointment this would translate to 60 potential new clients per month!
Please note: Considering that many people searching within a geographic area, especially on their mobile phones, may not use the geo modifier ‘Dublin’ and may search just for ‘accountancy firms’, for example, the potential search volume becomes much higher. Additionally there are many longer keyword variations not accounted for in the above keyword volume estimates.
Which are the most valuable keyword rankings on Google in Ireland? Niches which fulfill at least one of the following criteria typically provide a good return on investment from SEO.
- High CPC – high cost per click on Google adwords typically signifies a valuable service which is in demand on Google
- High Trust – medical, legal, financial services
- High Value – repeat clients, high lifetime value clients, big ticket items
- High Volume – as demonstrated above it really is a numbers game – if the volume of searches in high then it is generally a valuable niche.
- Easy Conversion – low research, emergency type searches.