In our 9 years of experience optimising websites, the reasons we tend to find as the cause of a low or non-existent ROI on SEO campaigns comes down to just a few. And this applies whether you’re looking for SEO Kent or elsewhere.
The biggest one perhaps is an ineffective keyword strategy. For most small businesses, a SEO campaign needs to deliver leads not brand awareness and going for high volume, short tail keywords is a sure-fire way to keep your ROI low.
Short tail keywords, while having high search volumes have a notoriously low conversion rate which often results in those valuable page 1 listings not turning into business. At Flow20, we like to keep the keyword mix fluid with approx. 65% of all keywords allocated to long tail with the remainder allocated to short tail or very long tail keywords.
Another bottleneck in the ROI process is usually the quality of the landing pages. Lets face it, you can get all the traffic in the world, if your website doesn’t do its job properly of converting visitors into leads, you’re never going to get a good return.
By looking at SEO beyond page 1 listings, Flow20 is able to create a strategy that is designed to deliver leads and not just website visitors.
For more on this topic, see related blog post