SEO is a form of marketing, and as more and more people rely on the web to find services, it is a natural place to advertise your business while realising financial returns on your SEO campaign, and this relates to how much work you put into maintaining it and how well you understanding your target audience.

Just having a website is not enough, you need people to find you and the only way they can do this is by searching the web using specific keywords related to their inquiry.  If your site corresponds to their search, your website will most likely show on the search engine they are using.  But this is still not enough.

Demographics have shown that people do not delve deeper than page one or two on search engine results, so any company who opts not to conduct an SEO campaign will most likely not be listed on pages one or two, and will probably not receive any visitors to their site, unless they have used other off-line methods of marketing in order to get their address noted, and remembered.

What are the criteria for making money?

Quite simply; keywords.  If your business is selling or advertising a coffee product, it would stand to reason that the keywords you need to choose will be line with that.  For example, coffee, Brazilian, slow roasted and the like.  People surfing the web would use some, or all, of these words to find a website selling coffee, so if you choose your keywords unwisely, you might attract traffic which are looking for something completely different.

What you are aiming for is to attract ‘targeted traffic.’ The difference between traffic and targeted traffic is that traffic will perhaps find your site via your ill chosen keywords, and while they may stop on your site, they might not buy, whereas targeted traffic who land on your site because of your well chosen keywords, will find what they are looking for, and will be in the market to purchase.

Is this good for business?

Making financial returns from any marketing campaign is subjective, a well run SEO campaign can bring gains, or not, whereas a poorly run SEO campaign is also not always the reason for financial loses, but not giving it all the support it needs can attribute to its failure though.

Apart from SEO campaigns, a company also needs to focus on other forms of marketing and brand building as SEO campaigns can take a long time to show results and thereafter continue to demand attention, and money.  A company needs set goals and measures so that they can measure their expected results.

To do this they need to create a baseline on traffic as well as revenue, and over a period of time they need to revisit their baseline so that they will be in a position to ascertain whether the campaign is financially viable for them or not.

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