How much of your business website traffic originates from Google and the other search engines? Or to think about it another way, what percentage of your new leads or sales would dry up if you suddenly stopped receiving search engine visits?
Thinking about these issues – or better yet, digging into your web analytics package to find answers – can yield some stunning insights. In our experience, it’s not unusual for a company to be able to trace back as much as 90% of their new revenue from search. That means they need to be as visible within the search engine listings as possible, and possibly to do some contingency planning in case those visits slow down.
With that in mind, we invite you to figure out just how dependent your company is on search engine visits. Then, when you have a sense of the answer, think about a few more questions…
Are You Making the Most of Search Engine Optimization?
If you are at least somewhat dependent on Google traffic, then ask yourself whether you’re doing enough to stay up with the latest search trends. If you aren’t making the most of semantic search, local customer matching, and online reputation management (as examples), then you’re probably following an old blueprint for search engine optimization success.
That can be problematic if you’re counting on searchers to find your site in the months and years to come. It can be even worse if you aren’t getting search traffic already, since it means you’re probably falling behind the competition every day.
Are You Maximizing Conversions From Search Visits?
No matter how much search traffic you’re getting, it’s important for you to know where visitors are arriving on your site, how long they are staying, and which pages they are exiting from. That’s because those details give you the insights you need to hold on to attention and maximize conversions.
Search traffic, in and of itself, doesn’t have value. It’s only when you turn searchers into leads or customers that they can add something to your bottom line. For that reason, your conversion plan is just as important as the effectiveness of your search engine optimization campaign.
Are You Supplementing SEO With Other Internet Marketing Activities?
Even if you have been very successful with SEO in the past, it’s always a good idea to have other marketing channels that are active and profitable. For instance, you might want to make use of pay-per-click advertising, social media, email newsletters as a way to supplement the work you do to stay visible on Google.
Spreading your attention around keeps you protected in case search traffic suddenly shifts. It also gives you the opportunity to discover profitable sources of new business, and more ways to stay in touch with the prospect you originally pulled in from Google’s listings.
Most Businesses Need Search More Than They Realize
In truth, many business owners and executives don’t realize just how dependent they are on Google for traffic and referrals. Some don’t even notice until those sources of revenue dry up completely.