Small business ROI secrets

More companies are looking to integrate search engine optimization into their marketing efforts to achieve greater exposure, as the tactic can offer a significant return on investment.

SearchEngineWatch recently shared some small business SEO campaign ROI secrets that could make the difference between a business having a premature death or thriving in the marketplace.

Not flying blind is the first tip offered by the source. Companies that begin a website without running analytics are setting themselves up for disaster. Businesses need to know the source of traffic to the website; Are customers coming from search engines, or are they coming from referral sites? Companies also need to track and understand keyword performance, which means using tools to measure time-on-site and bounce-rates at the keyword level.

Companies need to also recognize the importance of non-branded traffic. Expertise of web traffic analytics can also include understanding the types of traffic that is being driven to the site.

Online business marketing ideas implemented by small companies are being set up to include personalized packages to make themselves stand out in the market.

“SEO is not a one size fits all and we recognize that," said a spokesperson for SEO Optimizers. "We take time to analyze a client's goals and exactly what their website requires to achieve that goal. We then formulate a strategy that is bespoke to them." The spokesperson added that they have found this process will give the best results in the shortest amount of time.

Learning that conversion is an important aspect of the business can also be significant in the success of a business. The source stated that the difference between a 1 and 3 percent on-site conversion can be the difference between a successful SEO strategy or a detrimental one.

Also, remembering that up to 40 percent of conversion can come from phone calls or customers who visited the website before deciding to call the business is important. Email can also be a significant factor in gaining more clicks on a site.

A disciplined approach to SEO practices can have a major impact on businesses. Making sure a tight integration is made between SEO and other marketing practices may be the difference between making money or losing it.