As with many things Internet based there is as much information around the requirement to optimise an internet site as is possible to circulate, comprehend and put into practice, but, is it possible that there are some firms and websites that need to carefully weigh up the impact of an effective Online Marketing campaign.
Existing Internet wisdom would lead you to believe that the only way to do any trade on the web is to be listed highly enough through efficient Search Engine Placement that your site appears on page 1 of Google. Any and all companies are encouraged to take on optimisation services via a ethical Search Engine Optimization Company and carry out a system of ensuring that their website is evident to the virtual market. However an effective Online Marketing operation may well open the site and the business to much greater numbers of potential clients than can be dealt with using the existing business processes, resources and structure.
Unlike traditional retailing, where, to some extent, business hours and the availability of the product or service can be controlled, the fully optimised website is available for business 24 hours day, across several time zones and with a potential market of millions. If the optimization process has been adopted rather than pay per click, it cannot be switched off. Even if the work is halted, it will take weeks, maybe a number of months before the organisation falls off page 1.
The initial results of a flourishing Search Engine Placement scheme will be a huge increase in hits on the website and almost certainly a massive increase in the qualification and follow up of larger numbers of leads. The question many businesses will have to ask is whether they are able to deal with larger numbers of enquiries and demands for information, many of which will not result in a sale.
If the SEO Company has done a decent job then increased visitors should, (assuming all other areas of the plan are in place), lead to massive increase in the volume of sales. Sounds reasonable, but the question is can the organisation support this increased activity, I would suggest there is little that is more annoying for both sellers and buyers than to have a queue of people ready to spend and the business being unable to meet demand. In most cases this will lead to clients deserting the Company in question and going to where they can get the service or product, even if they have to pay a higher price.
The problem of course is that there is very little a firm can do about the amount of enquiries once it hits page 1, the question the marketers need to ask themselves in these companies is whether they need to be on page 1 at all.
The often quoted statistic of over 90% of all purchases being made from page 1 is only appropriate if a portion of the remaining 10% is all you need to meet your business objectives. Analysis of the market may divulge that languishing on page four, five or six may be all that is required. More is not necessarily better.
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