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Marketers Utilize SEO Companies To Rank High In Google's List For Queries On Commonly Used Industry Terms
There are numerous reasons businesses seek the services of search engine optimization companies. Starting from an urge to attract new customers via online marketing channels to widening customer acquisition to ego. That's correct, ego. Only a few internet marketers seek the services of SEO companies based on drawing in prospects and clients to brand content for involvement and sales.
In many cases, brands consider themselves to be the pioneer in their category and therefore think their own website must top Google's record for look ups on common business terms. The problem is, leading an industry offline isn't the same thing as becoming the best choice for a search query on the web. Pursuing this kind of terms is a lot powered by ego and not unlike a fairy tale of pursuing unicorns where there's an expectation that being #1 on a single term will magically remedy their troubles.
Nevertheless, pursuing broad business terms isn't a complete waste of time. While ego-driven SEO is successful, it's aimed at creating brand popularity as well as public relations value. Of course, by "PR" I mean public relations, not necessarily page rank. The affinity and integrity that arises from being in a leading rank for a common business term can add a lot of value to online PR efforts, recruitment and investor interactions.
Attaining top ranking on broad key phrases can easily drive a substantial amount of website traffic. When it comes to buying cycle, broad searches are generally "tire kickers" and are good for developing consciousness as well as education but not sales. And that's ok, since the search experience isn't simply one event.
Some time ago I had a client that said he would like to be #1 on Google for the word "brain". This client owned a blog with some thousand uniques monthly. Although many search optimization companies will mention how difficult that will be and recommend options, my first reply is to always ask "Why?". Understanding motivation (chasing after unicorns vs. a fighting opportunity at attaining goals) is important for evaluating the worth and contribution to business goals.
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