ROI – the Eye of the Beholder

funnel x roiOur aim has always been to attempt to deliver exceptional results in the most cost effective price possible however identifying what constitutes success is often more challenging than you might imagine. Most clients want to have their website on the first page of Google with no clear understanding as to why. If we consider client A who began with 20 first page positions across all search engines and after 4 weeks has 340 first page rankings including 80 first page rankings on Google all fantastic excellent phrases pertinent to their industry. If we then look at Client B who began with 20 first page positions across all search engines and after 4 weeks now has 50 first page rankings

On the face of it the Answer here is simple Client A has seen enormous success and the search engine optimization company have done an excellent job and Customer B has seen a small improvement and the search engine optimization company has not done such funnel x roi job. The distinction between failure and success is not as clear today and has even further clouded when we consider the leads which have been generated. Client A whilst only getting extra 2000 traffic has generated 100 leads whereas Client B that generated extra 4000 traffic has just generated 80 leads. If we go a point Further and recognize that Client A has attained 20 earnings in their 100 prospects whereas Client B has generated 30 earnings in their 80 leads. For the huge majority of search engine optimization companies they cannot see previous positions and more importantly for them they cannot see beyond Google positions and actually the great majority of search engine optimization companies only ever report increased rankings.

Among the biggest Frustrations I have with the overwhelming bulk of the search engine optimization industry is the fact that the majority of the so called experts are more interested in demonstrating their own art and technical ability and specifically their capacity to attain Google positions. The huge majority of these experts has not built or operates a small company and do not understand the problems and issues small business owners face. A typical example of This is when the search engine optimization company asks the customer to rewrite the web site and make the website a whole lot more content rich. This is excellent for achieving first page rankings on Google but once there, the website is often poor for conversions and accomplishes hardly any sales. A success story for your search engine optimization firm but a failure for the customer who subsequently becomes disheartened with SEO and tells anyone who listens that SEO does not work.