Following the perpetual and restrictive modifications of the search engine algorithms and the pricing requirements of customers towards the ever cheaper, which services can offer a SEO to survive and provide real services? Here are some lines of thought on the question…
Managing an e-marketing agency for more than two years, I have been in SEO and more generally in the field of visibility on the Web for five years. My specialty is to offer my current and future customers visibility services in search engines, in a sustainable manner and up to date with the latest technical requirements.
Over the past two years, a double latent phenomenon has grown:
- the crisis has hit businesses hard and they are looking for levers of mass communication at the lowest cost;
- search engines not to quote directly from Google are becoming more and more demanding and selective.
In addition, the entry ticket for a quality service in SEO has increased considerably due to:
- ever stronger competition;
- insertion of Google services (Google Maps, Google Shopping feed) into its own results to the detriment of conventional natural referencing;
- and increasing the time it takes to get good results.
Schematically, internet referencing is confronted with the phenomenon of “bottleneck”, which translates as follows:
- Google’s services and high-traffic sites take the top positions;
- for small communication budgets, an SME must fall back on niche keywords which in turn are more and more competitive.
Problem: what can a SEO seriously offer on a small budget?
1st track: for customers with a little time in front of them
Mainly, It can be offered to this audience of paid Google Adwords SEO. By nature, this lever can be operational quickly if the basic campaign has been well designed. It will trigger the first sales and by self-financing, will then unlock a budget in natural referencing.
Disadvantage of the idea: the entry ticket is also high, excluding agency fees. In addition, if the site encounters conversion problems (unclear conversion tunnel, ill-defined positioning), this work is doomed to yield no satisfactory results.
Ultimately, are there really customers without time constraints?
2nd track: community management
Bringing traffic is good, but convincing is better. And very often to convince, you have to do it several times, whatever the sector of activity. For some time now, a profession has been on the rise: the Community manager.
By combining these two skills, customers on a low budget can benefit from creating external content to prospect, and internal content to qualify and convert.
Disadvantage: it is difficult to test in a reduced way the benefits of this association. To illustrate the idea, two test articles will not have a major impact on the order book.
3rd track: Internet marketing support to convert more
Another avenue to explore: go back to the marketing issue of the company to identify under-exploited levers in communication on and off the internet. The best way to get new business quickly is to adapt existing trade policy to the world of the Internet.
To illustrate my point, take your customer base and solicit it with personalized messages to trigger new sales. Example: launch online sales promotion actions for targeted customers.
This may seem like a no-brainer. But it would be a shame to leave aside “easy” opportunities for fundraising for prospecting.
Then there too, in self-financing, the client can go on promotion actions including referencing.
- you have to look at the customer’s marketing strategy, offer them a converter and progressive action plan. This work requires time and therefore money;
- this mainly applies to companies that already have a certain lifespan.
Rather than decide for this or that track, I prefer the following proverb: “it is from small streams that large rivers are born”.
The approach is to be considered according to the degree of prospecting urgency, according to the budget that it is ready to allocate, according to the level of confidence that the client is willing to grant us, knowing that we favor a marketing approach to solutions.
To extend the reflection, the customer must first put his marketing approach at the center of his communication problem. In practice, after discussion with the prospect or with the client, this aspect often turns out to be an undeclared need in the context of a service.
We are often asked to give it serious thought, which is more graciously. In addition to providing operational solutions, should we think about the client’s strategy for free? How to make customers aware of the real price of an intellectual service?
In conclusion, even if the SEO loses its “hack” aspect, the SEO adapts because SEO is by nature the fruit of marketing thinking.