The value of search engine optimization is based on the price per conversion you are able to garner from the various types of traffic each keyword delivers. The tactful art of intercepting consumer intent with a well optimized landing page can translate into a windfall of ROI.
The objective is simple, position as many relevant keywords as possible to attract the most appropriate consumer to your website. Those who rank at the top, enjoy a proportionately higher percentage of exposure; and exposure translates to monetary gain when conversion is mastered.
Dominating top ranking across hundreds of high-volume, traffic-bearing keywords provides the ability to reach consumers first with your product or service. This is the objective and the “fruit of the labors” of a well structured, well orchestrated SEO campaign.
Based upon (a) your website’s unique value proposition (b) the degree of positioning and optimization you have acquired within your respective keyword cluster and (c) the ability to convert that traffic determines the budget allocated to funnel additional business through the organic search engine cycle.
First and foremost a realistic approach to the amount of time it will take to acquire a competitive keyword, the degree of patience needed and how many variables you can actively impact determine the time line for positioning.
Keep in mind, results are not instantaneous and there will be challenges and short-comings (not always acquiring the exact keywords you want within the time line you anticipate). Depending on your resources and extent of scalability you can tackle multiple metrics simultaneously to expedite the process of search engine ascension.
Aside from your own efforts, there are also considerations such as competition, new search engine algorithms and the fact that search results vacillate daily as a result of 200 or more asynchronous metrics.
Trying to stay ahead of the relevance bell curve is a full time task. In addition to your own on page struggles, offsetting the varying degree of trust your competitors have acquired determines the respective threshold for any given keyword.
Like anything driven by supply and demand the more people that are targeting the keywords you are, the more trust, citation (peer review) and relevance your website will require, to cross the respective tipping point and lock-down a coveted top tier industry keyword.
Even then, you also need to consider secondary keywords and modifiers as well as segment your website to capitalize on the traffic and matching the expectations of that traffic with corresponding value to earn their engagement.
Depending on if your product or service lends itself to product or lifestyle marketing will often determine the method of choice to drive conversion. Not all products have the ability to cross multiple segments, but there is a way to find a happy medium and find an equitable ROI (return on investment).
For example, you could spend 40,000 on a television spot to broadcast your message, 20,000 on a magazine to reach their target audience 15,000 to run a series of radio spots or simply spend 10,000 on SEO to lean into a competitive keyword cluster.
Value is divisible by the return on investment and the one thing that search engine optimization has as an advantage over other forms of marketing and exposure is the ability to reach a targeted audience who is actively seeking your products and services (based on the keywords they use to find you).
Search engine marketing is predicated on the same premise, however PPC marketing can be like crack, once you start and you’re hooked (not speaking from personal experience as I have tried neither).
The point being, it is easy for businesses or individuals to see the gratification of lead generation, traffic or conversion from PPC, but you are only renting at best (the moment you stop paying, they pull the plug on your campaign).
SEO has an added advantage in the regard that after crossing the tipping point, every click, visitor and lead has no strings attached and is a by-product of optimization.
Whether or not your website can acquire the positioning required to reap the rewards of SEO depends on (a) your budget (b) site architecture (c) topicality of your website (d) having an optimal content management system that is pliable and effective for adding, pruning or administering new pages and (e) how popular your website and / or pages are quantified by metrics of value, traffic and conversion.
So, to rally back to the premise of this topic, the value of SEO is immense if you can see past months it will take to chip away at your keyword objectives as your website gains more traction for those terms.
I can assure you that the value of organic rankings are priceless since you never know who or when the ideal consumer will find you, but the more you invest in ranking for pivotal keywords, the less probable that they will find your competitors when they search.
Consider it the law of averages, as your website gains more significance organically (using natural search) if you are still an advocate of pay per click you can enjoy lower cost per click rates (as a result of increasing your quality score) in addition to owning more search engine real estate for related keywords.
In the words of Warren Buffet, “price is what you pay, value is what you get”; and SEO is one tangible invaluable asset that will pay for itself again and again if harnessed properly.