Thank you for watching SEO video tips from
OurChurch.Com. In this video we’ll answer the questions, “How much does SEO cost and
why? MARK: Hi, I’m Mark Steinbrueck, and this is
Kurt Steinbrueck. We’re with our OurChurch.Com, and on this video we’re going to answer the
question, how much does SEO cost. There are many things that go into it, so
let’s go ahead and jump right in and talk about that:
“SEO can mean many different things.” What exactly do you mean by that?
KURT: There’s just not a real description for SEO. It’s generally what helps you in
the search engines, but what is involved with doing an SEO service? There’s a lot of ambiguity
there. That’s why when you look around and you’re doing a search for SEO services, you
may find services that are as low as $50, $100, something like that, a month. Then you’ll
find other services that are thousands of dollars a month. So why is that? What causes
that? Well, one of the reasons is because what does
the people really mean when they say SEO? It may be that they’re saying they’re going
to make sure your site is readable by the search engines, they’re going to do some work
maybe on some meta tags, and maybe that’s about it. That would be your $50 a month service.
On the other side, they may be offering link building and content creation and keyword
research, even doing social marketing and things like that, all of which when you start
adding that all together, it starts to become more and more costly for the service that
you’re reaching. But you’re also getting a lot more for what you’re spending.
So what are some of the things that are involved with SEO that can determine that price? The
first thing that you really need to have: Your SEO should determine that your site is
readable and make sure that you are going to be found in the search engines.
From there, you need to have some keyword research. That’s very important. And it’s
not a given that every services is going to have real keyword research. Even the term
“keyword research,” a lot of times companies just go onto Google Adwords and just say “How
many searches is this keyword going to get?” and they count that as keyword research. They
don’t do any looking into the competition or really how competitive is that keyword,
how much traffic is it really going to bring you? So do keyword research.
Then doing on-page optimization. This is really anything that you do to your own site that
helps the search engines to not only read the site but be able to understand what the
site is about. That’s going to involve dealing with the text, dealing with meta tags, alt
tags, various things like that. Moving ahead of your own site, then, you can
do link building, which is where you’re getting other people to link to you. That’s primarily
done by creating content that can then be either used by other people or shared by other
people, linked to. By doing that link building, you’re able to build authority to your site
and things like that. Another is that you can do some content creation.
And then social. Social has become every important in SEO now. Social itself has been around,
social networks, Facebook, Twitter, things like that, have been around for awhile — but
their influence on the search engines and the search rankings is relatively new. That’s
becoming more and more important. So making sure that people are sharing content and finding
ways to do that in Facebook, Twitter, and especially Google+ now is becoming very significant.
MARK: Yeah. One of the other questions that I get asked often is about an ongoing cost
to an SEO program, and people oftentimes have I guess the mindset that SEO is a one-time
thing and as a result of that, there should only be a one-time cost; “why are you charging
me X number of dollars and why do you want it charged a certain number of dollars every
single month?” Why don’t you talk a little bit about that as well?
KURT: Sure. There are really two aspects to that. The first is that the search engines
are not just a finite, fixed thing. They’re changing things all the time. They’re rewriting
their algorithm and changing things. In the past two years, it’s been really crazy how
much has changed and how that’s affected websites. There were websites that were doing very,
very well in the search engines who after these updates are nowhere. That you can’t
even find them anymore. So that’s one aspect, is you want to be able
to stay up-to-date on what’s going on in the search engines, how your site needs to be
optimized, and what kind of strategies you’re doing to grow your site.
The other aspect is that SEO is a race. It’s a competition. You’re not trying to reach
a certain standard with the search engines; you’re trying to beat out everyone else. So
if you’re not continuing to do things like the link building, the content creation, getting
the shares, all that kind of stuff, and your competition is, you’re going to lose. They’re
going to eventually take over, they’re going to beat you out for those spots, even if you
already have them. And then you’ll start losing rankings, losing traffic, all that kind of
stuff. So it’s important to stay on top of that.
MARK: One of the other things that go into determining the price of SEO is whether it’s
a customized service or it’s something that is like a predetermined package kind of thing.
Why don’t you talk a little bit about the advantages or disadvantages to that and why
that’s a factor in what the cost of the SEO service would be?
KURT: Sure. Generally, if you have a cookie cutter package, it can usually be cheaper
because the processes are already in place. There’s no real original thinking, if you
will. That can just plug you in and put you through the process.
When you customize something, it’s going to take a little more work, a little more effort.
But it tends to be a little better. The reason with SEO that it tends to be better is that
no two websites are the same. How old is your website? Is it a new site, old site? How many
links do you have coming in? How competitive is the niche that you’re in, and what kind
of a niche is it? Certain niches do better with social sharing than others. So there
are just a lot of different aspects where a good SEO is going to look at it and say,
“Here are some of the things that we can do to fit your site.”
And sometimes it’s done within a framework, because the general principles aren’t going
to change. I’m not going to optimize your site so differently from one site to the next.
The principles are still the same, but maybe some of the strategies that you employ get
shifted around. MARK: Gotcha. Lastly,
“SEO is a valuable long-lasting investment.” What do you mean by that, and how does that
really affect the price? KURT: It’s really the framework, the mindset
that you approach it with. Understanding that SEO is not just this finite marketing system,
or this marketing strategy. With an ad, you put the ad out there; when it’s done, it’s
gone and that’s it. With SEO, you get to retain the benefits of the SEO services that you’re
getting. So as your site gets listed and starts growing in the search engines and becoming
more authoritative, you retain that. You get to keep that, and that’s going to keep bringing
you benefits. It also is going to grow you. Especially if
you’re doing the link building and the content creation, the sharing, those things are going
to increase your value in the search engines, so over time you’re going to get more and
more benefit, more and more reward, from the work that’s being done. Even if you’re doing
the same amount of work, you may be getting two, three, four times as much traffic off
of that work, because you’ve grown your website. MARK: Yeah, and then as a result of that,
the cost per visitor, the cost per sale, the cost per conversion just continues to go down.
KURT: That’s right. MARK: Thank you, Kurt, for your expertise
there. And we thank you for taking the time to watch this video. We hope that it has been
informative. If there’s anything that we can do here at OurChurch.Com to help you accomplish
your goals or mission online, please fill out the form below to request a free, no-obligation