SEO wins long term

The world’s largest manufacturer of motorized RVs trusts Momentum Marketing Consultants with its North America-targeted SEO and SEM. We started working this with this company less than two years ago. They listened to the importance of fine-tuning their online presence. And in 12 months it DOUBLED their ROI.

We went through the website and decided to start fine-tuning their top seven landing pages. They would link to these with their social media posts or online ads on trade publication websites. We researched the right words that they should be using, phrases their end customers are using to find their products. More importantly, our process is not about loading webpages and PPC campaigns with the company name and the names of their product brands. It is about making sure that their site authentically reflects the non-branded phrases that people would use to search for their products.

However, we still struggled to balance spending enough time on SEO efforts and proving our value with more immediate ad spend activity. It’s hard being patient for SEO results. But digital presence and ROI on online marketing is not like a vending machine. You can’t just invest one week or month and see the growth the next. If you do it right, though, it will return exponentially. And that’s what happened.

Our goal was not and is not to win people who are already searching for the client (not against that, of course, but not the priority). Our goal was not and is not to win the people who are specifically searching for their competitors either. Our goal is to win those people who haven’t made up their minds yet. This is where many companies make the mistake of mainly defending their brand online or targeting competition – and where some marketing companies make sure that a client’s name gets listed first. Because as a business owner when you type in your name you want to see your business at the top of the list. That is a vanity metric. The market share gain which actually grows your business comes from winning those non-branded keywords and phrases.

We recently reviewed this client’s progress looking at May 2019 versus May 2020. Seasonably this is a time when we increase our ad budget. And we did. We increased the ad budget by 8%. Just 8%. However, during all this past year we had been working on improving their SEO not only on those initial seven pages but on additional ones and then going back and revising. The results are amazing.

With an 8% increase in ad spend, they had a 50% jump in the number of impressions served to a very targeted audience and they doubled the number of visitors to their website. Doubled. Can you imagine doubling your investment in the stock market over 12 months time? Last year there were over 10,000 highly-targeted people that chose our client’s website. This year there were more than 21,000 for just a fraction more ad spend. That is the power of fine-tuning your online presence and great SEO.

Take a 360-degree at your digital – the social and the site and the ads and the PPC and the content of the landing pages all have to sync and meet quality standards. If you do it right, you can get an exponential increase from your online marketing.