6 things every direct marketer should know about SEO
I make my living by advising B2B catalog companies on all sorts of issues. One of the areas that most are struggling with these days is just how to manage and allocate their investments in online versus offline marketing. Most are spending handsome sums in each area but are less than perfect when it comes to assessing just what activity generated what customer or order. Most are enamored with the latest technology advance and drunk with the possibilities of unlimited email, SEM. PPC and social marketing.
The issue gets particularly cloudy when looking at online orders so I wanted to provide some general guidance to all who may be struggling in this area.
So, here are six things I think you should know.
1. If you are like most, you may be taking >50% of your orders online in today’s environment but that does not mean you are making those orders online. More often than not, more that 70% of the business you take online is actually generated by your offline mailing or telesales activities.
2. You want to look closely at your top producing keywords – those that give you traffic and orders. Separate them and their performances into branded and non-branded terms. It would not be unusual to have more than half of your top ten key words be branded terms like your company name or the name of your lead product.
Recognize that when someone searches on your branded, proprietary term they are most likely being motivated to do so by your mail or sales phone call.
3. When someone searches and ends up on a results page they have the option of clicking your organic listing or, possibly, your paid listing. Again, a click on a paid listing here is not 100% because you spent the money on PPC advertising. Make sure you track these types of PPC responses and allocate only a portion of the results to your PPC spend.
4. In the world of SEO ranking counts. Position one ranking gets about 51% of the click-through, position two 28% and position three 19%. It gets very ugly after that so position 1,2,3 is the only place to be. Measure where you are ranking on each important search term.
5. I like to remind catalog mailers than nothing ever happens online until somebody; somewhere sits down in front of a computer with intention. “Catalog Interuptus” is a condition that generates the awareness, need and motivation to sit at the computer and buy. Chances are this condition is still creating greater than two thirds of your sales.
6. Finally, remember that what you call your products is not necessarily what your customers and potential customers call them. Your web content should be in line with what your customers are searching for . For examples, say you sell conference name badges. You may call them “name badges” but your customers are searching for “conference badges” If so, you will miss each other in search engine results. Conduct SEO research that tells you how many people are searching for what each month. It just may open your eyes to the online potential you have.
Terence Jukes is president of B2B Direct Marketing Intelligence LLC, a strategic B2B direct marketing consultancy based in Fort Lauderdale, Fla., that services B2B catalog company clients in the U.S., Canada, France, the U.K. and Germany. You can reach him at firstname.lastname@example.org or (954) 383-5221
Terence Jukes is president of B2B Direct Marketing Intelligence LLC, a strategic B2B direct marketing consultancy based in Fort Lauderdale, Fla., that services B2B catalog company clients in the U.S., Canada, France, the U.K. and Germany. You can reach him at tjukes @ b2bdmi.com or (954) 383-5221
Comments or questions are welcome.