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How much will it cost for Search Engine Optimization?

Posted by Stickyweb in SEO

Search Engine Optimization Cost – The inevitable question … and a fair one at that … but I prefer to turn it around to ‘How much should I spend?’  For that calculation you need to know your average customer value. If you don’t know that – you should! Once you know your customer value you can determine what you can spend on aquisition.

Customer Value

For instance:
Roger the widget retailer has 500 customers and averages $50,000 in sales per annum – so he’s determined that the average customer value is $100 p.a. Without knowing his other costs, it might be reasonable to assume that Roger can spend 10% – or $10 to acquire a new customer.
If Roger also knows that he has a 10% conversion rate, i.e. 1 in 10 people visiting his site or viewing his ad go on to buy, then we know he can afford to spend $1 per potential customer in acquisition costs.

Now we have some idea of what should be spent attracting new customers. Roger may decide to spend it all on Adsense and knows that $1 per click should be his budget. (Or more if he has a strategy for decreasing click costs over time – but that’s for a different post). If Roger decides to concentrate on building backlinks then he can afford $1,000.00 to bring in 1000 potential customers.

Of course, real world examples are a lot more complicated but it all starts with a very important piece of information – your average customer value. So what’s yours?

Slap! Ouch … What was that for?

Posted by Stickyweb in SEO

Effects of a Google Slap

Most Webmasters have heard the stories or maybe experienced it themselves
– you’re sailing along nicely, all of your SEO efforts have paid-off, when suddenly BANG! – Your traffic dries up.

You’ve had a Google Slap. (also called being sand-boxed)

What for?

You may never know. But in Google’s eyes you’ve been bad – and now you’re being punished.

Search back through those traffic-building days and you may find the cause.

  • Were you a little exuberant with those Profile Links?
  • Employed the services of a Grey or Black-Hat linking service?
  • Maybe pushed a little hard with Article Distribution?

Whatever the method, you’ve been caught and there’s no opportunity for appeal.

What to do?

I know of no remedy other than proving that you are a good Net Citizen.

If you can’t figure out what could have caused your reprimand, then perhaps hire some fresh eyes to examine your site and ranking procedures – because if you don’t fix it, your site may never rank again. Keep updating and adding to your content and, if possible, try to get some high PR sites to link to yours. (use legitimate methods of course)

I’ve never heard of a site that didn’t use some sort of shonky methods getting penalised – I’m sure it must happen though. But make sure that you’re across the methods employed by any contractor you use to market your site.  C’mon … you don’t think the guy charging $10 for 500 links is really using White Hat techniques do you? It’s SPAM people!

Search Engines don’t reveal their criteria for punishing a site but there are clues … Every 2 years SEOmoz interviews a panel of 72 SEO experts to come up with their Search Engine Ranking Factors. -giving their views on what are positive and negative influences on a page’s ranking – it’s worth a read, regardless of whether your site is sand-boxed or not.

No. 2 on the list – ‘Link Acquisition from Known Link Brokers/Sellers’.

So don’t claim you didn’t know!