Why are some companies more expensive than others?
When comparing SEO pricing, you’ll find some extremely cheap and extremely expensive options.
Offshore SEO companies can be cheaper but often compromise in terms of quality. The same goes for so-called ‘experts’ on platforms like Airtasker or Fiverr – while you may see some early success, you won’t see the long-term benefits you would if you were working with a professional. In fact, cheap SEO can end up costing your business far more than a properly planned strategy.
Following this line of logic, you would think that the more expensive SEO companies would do a better job, right? Unfortunately, there is a fine balance between paying for the expertise of an SEO specialist and overpaying a scammer. And while you should expect to pay more for someone who has more experience, studies have shown that less experienced SEO companies are often more expensive.
At the end of the day, when deciding who you want to go with and developing your SEO budget, you should focus on the value that you will get and the ROI.
What should you look for in an SEO company?
There are a few red flags to look out for when it comes to SEO companies:
- They utilise black-hat SEO tactics like keyword stuffing and link purchasing
They charge per keyword
- They don’t provide analytics and (at least) monthly reports on your campaign progress
- They offer prepackaged SEO plans that don’t take your needs or website into account
- Their offer seems too good to be true
In terms of what you should be looking for, you’ll want an Australian-based SEO company that has a proven track record of results and is completely transparent about its process. You’ll also want someone who will stay in regular communication with you and report their progress so that even if you don’t see results right away, you’ll know exactly where your money is going.
Optional, but highly regarded, is a full suite of digital marketing services, allowing you to create a holistic online presence. After all, SEO works best in tandem with other strategies such as PPC and social media.
The right SEO company will ultimately depend on your business goals and budget, but make sure that you do your research.
What’s the difference between local SEO, state-wide and national SEO?
We’ve already discussed that local SEO will cost less than state-wide or even national SEO, but how do you know which one will be the most valuable for your business?
First of all, let’s look at the difference between local SEO and traditional SEO targeting wider areas (state-wide, national, and international). While traditional SEO is all about optimising organic web traffic on a broader scale, local SEO focuses on targeting a certain area where you know your customers will be located.
This is especially useful for small local businesses and physical stores, seeing as at least half of users visit a store within a day of their search. And, as 80% of local searches convert, this is a powerful tool in your marketing arsenal.
There are a few strategies unique to local SEO that you’ll need to consider:
- Claiming and optimising your Google My Business listing and profiles on other listing sites
- Adding your business name, address, and phone number to your site and local directories
- Earning (and responding to) reviews
- Using location-specific keywords and web copy
- Targeting local websites to build backlinks
Should I focus on traditional SEO or local SEO?
While the benefits of local SEO are clear, the type(s) you want to focus on will ultimately depend on your business and goals.
If you’re looking to boost visits to your physical store – for example, a restaurant – or only service a certain area, then it makes sense to focus on local SEO only. This will lower your spend on SEO, allow you to target more specific and highly converting keywords, and see results quicker than with a larger SEO campaign.
An eCommerce business, on the other hand, might benefit from widening their reach, allowing them to reach their target market wherever they might be located geographically.
What SEO approach should you take for your business website?
The approach you will take will depend on your business goals. Some of our clients come to us and want more leads; others want to see more profit. Below are two of our long-term clients, both with different aims, who have seen success with different SEO strategies.