Posted in: Online Business, Promotion and Marketing
As with a lot of things Internet based there is as much information around the need to optimise a website as is possible to broadcast, comprehend and put into practice, but, is it possible that there are some businesses and websites that need to carefully weigh up the fallout of an efficient Online Marketing campaign.
Current Internet wisdom would lead you to believe that the only way to do any trade on the net is to be positioned highly enough through efficient Search Engine Placement that your site appears on page 1 of Google. Any and all companies are encouraged to acquire optimisation services via a reputable Search Engine Optimization Company and carry out a method of making sure that their website is visible to the virtual market. However an effective Online Marketing drive may well open the site and the Company to much greater numbers of potential clients than can be dealt with using the existing Company processes, resources and structure.
Unlike old fashioned retailing, where, to some extent, business hours and the accessibility of the goods or service can be controlled, the fully optimised website is available for business 24 hours day, covering several time zones and with a virtual market of millions. If the optimization process has been used instead of pay per click, it cannot be switched off. Even if the work is stopped, it will take weeks, maybe a number of months before the company leaves page 1.
The initial results of a flourishing Search Engine Placement scheme will be a big increase in hits on the website and almost without doubt a massive increase in the qualification and follow up of larger numbers of leads. The question lots businesses will have to ask is whether they are able to deal with larger numbers of enquiries and demands for information, many of which will not lead to sales.
If the SEO Company has done a reasonable job then increased visitors should, (assuming all other parts of the scheme are in place), lead to massive increase in the volume of sales. Sounds great, but the question is can the firm support this heightened activity, I would suggest there is hardly anything that is more irritating for both sellers and buyers than to have a line of people ready to spend and the organisation being unable to meet demand. In most cases this will lead to clients dumping the Company in question and going to where they can get the service or product, even if they have to pay a higher price.
The problem of course is that there is not a lot a business can do about the volume of traffic once it hits page 1, the question the marketers need to ask themselves in these companies is whether they must on page 1 at all.
The regularly quoted statistic of over 90% of all purchases being made from page 1 is only pertinent if a portion of the remaining 10% is all you need to meet your business objectives. Study of the market may reveal that languishing on page four, five or six may be all that is required. More is not always better.