A couple of days ago Renato, writing to me privately, asked me: “ In your opinion, if I were starting from scratch today, would it make sense to start with SEO for my business? ”
For those who do not know what
SEO is, it is that series of website optimization activities that have the aim of positioning it in the first organic positions of Google to attract visits from users who search for the product/service sold by the company and therefore, hopefully, transform them from site visitors to customers.
But let’s get back to Renato’s question
If he were starting from scratch today, would it make sense for him to do SEO ?
The answer is: IT DEPENDS.
From a series of factors.
For simplicity I will list 2 of them, which in my opinion are among the main ones that indicate the cases in which SEO can Botim Database represent an important opportunity for your company ( or on the contrary it is better to leave it alone ).
Factor #1: National (or very large) potential catchment area
SEO can give its best in terms of conversions (and therefore sales) on large numbers . The more traffic you can intercept, the higher the possibility that a portion of users will turn into customers. It goes without saying that it makes a big difference whether the catchment area of potential customers is all of Italy or just your province.
To help you understand, I’ll give you an example.
See the image in the screenshot.
When is SEO necessary?
This is data collected by Google’s keyword tool that tells us that the keyword “mosquito nets” is searched 49,500 times a month on Google, while the keyword “mosquito nets power” is searched only 30 times a month.
You understand well that there is a big What you’re saying and difference between being “first on Google” with “mosquito nets” and being with “mosquito nets power” . In the first case it is realistic to think that you can attract hundreds of visits to the site, in the second a few units.
This explains the reason for the first factor of
SEO usefulness: the larger the market, the more searches there are that can be intercepted, the higher the chances of effectively exploiting SEO .
Translated: out of 30 current agency clients for whom we do SEO, NONE are companies with a local market (the exceptions could be companies with a market in Rome or Milan, which are metropolises).
