By Brett Lewis
If you are a business owner who wants to understand what, how and why they should market their business online with Search Engine Optimization (SEO), then this video is a perfect starting point.

  • Not sure what SEO is?
  • Not sure if you need SEO for your business?
  • Unclear about the latest online marketing options for your business?
  • Confused about marketing your business?

In this video, I address what search engine optimization is and why you should consider implementing a good SEO strategy for your company. After watching the presentation, you’ll have a solid understanding of what is available for your company with regards to online marketing and how to position your business as a leader in Google, Yahoo & Bing.

Video transcription:

Hey guys this is Brett Lewis from L4Group and thanks for taking a few minutes to watch my video on internet marketing or online marketing. And today’s topic is what is SEO and why is it important for my business? I get a lot of questions from business owners coming to me and saying what the heck is SEO and, you know, that does it really matter, they don’t really need it. So I thought I would address this question once and for all with a presentation, get some visuals and walk through, you know, exactly what the heck this and it’s not just three letters, SEO. Okay, let me start off by doing a screen share here and make sure that I am presenting everything okay.

I think we’re good there. Okay. So, you guys can all see my screen at this point and again the topic is what is Search Engine Optimization and why is it important or why the heck should I care about it? You know, why is it important for business? So, let me first start off with a question.

When was the last time you opened the yellow pages to find a product or service or business. When you did you physically go open the yellow book to find something?

While you’re thinking about that I’ll show a graphic. For me it’s been forever. I mean I get these yellow books and I throw them away. I don’t even bother looking anymore because I do what most people… I take my phone or I go to the computer and I open up Google and I type in a search. If I’m looking for a dentist in Miami, I type in “Miami dentist”. Or if I’m looking for a plumber to fix a leak, or let’s say I’m looking for a hot water heater if mine blew up and I live in Chicago. I might type in “Chicago hot water heater installation” or “water heater repairs in Chicago”, that kind of thing. Or, I might just type in “plumber in Chicago” or “Chicago plumbers”.  Bottom line is that I’m finding the businesses or finding the services or finding the products by going online and doing a Google search.

And this photo is a good indication of where things are headed. I mean, in 2006, look how thick the Denver Yellow Page book was. That same directory in 2010 was about half the size. I wish I had a photo in 2014 to see how small that directory is now. I’m sure it’s even smaller than 2010.  This next graphic is showing this from a revenue perspective, showing the trend where the phone book is heading. You see it’s just a steady downward trend. I mean, people are using the phone book less and less and less. In fact it’s interesting because lots of phone book sales reps are now selling online services because they know that’s the shift.

First Page Search Engine Rankings Are Important

That’s the fundamental shift in the marketplace when it comes to advertising and being found. It is away from yellow pages and towards online search. So, now this next graphic, brought to you by Chitika and it was done in 2013, shows you the importance of being on the first page of Google versus the second, third, fourth page and so on. Okay, 91.5% of the traffic according to them goes to websites that are on the first page of Google. Only 4.8% go to sites that are on the second page and 1.1% go to sites that are on the third page and so on.

So, if you’re not on the first page of Google, and by the way when I say Google, I lump in Bing and Yahoo and any of the search engines out there. I treat them all (the search engines) as one. So when I say Google, I’m referring to all the search engines. So, if you’re not on the first page then you might as well not even bother. That’s how important it is. And to break this down even further, if you look at where my mouse is here, that’s the number one position on the first page and they’re showing about 33% of the traffic goes to that position. The number two position gets about 17% of the traffic, the number three gets about 11% maybe and so on.

And this next image is from the same organization but it shows you the downward trend (of click through traffic) and location on the search result page is important as well. So not only is it important to be on the first page but also the higher you are on the page the better off you are. Okay.

And here is another graphic brought to you by Slingshot. These numbers are slightly different. They’re showing the click through rate of 18% for the number one position on the page, 10% for the number two, 7% for the number three. These percentages vary from industry to industry, may vary from location to location as well. Some industries have a much high click through rate others don’t. So these are averages but it just gives you the general idea.

The higher on the page you are, the better performing your website is going to be and obviously being on the first page is crucial.

Okay, this graphic shows a little bit different information here but the green part of this pie chart shows 85% of the traffic goes to the organic listings. 15% goes to the pay-per-click listings. So what does that mean? Well, the first three listings at the very top of Google have the little yellow boxes that says ad, those are paid advertisements.

Only 15% of the traffic goes to those or the ones that go down the right hand side of the column on the search results. Those are all ads. The majority are more. I mean, 85% of the traffic goes to all the other listings on the page or the organic listings. So that’s really important.

Okay, so let’s get back to Search Engine Optimization. Again I just laid some foundation work for you but SEO, what exactly is it? So I looked it up myself and pulled this definition from Wikipedia which I thought was appropriate.

Search engine optimization or SEO is the process of affecting the visibility of a website or a web page in a search engine’s natural or unpaid organic search results.

Let me break this out a little bit. The process of affecting the visibility of a website or webpage, that means it’s the techniques and the methods that you use to impact how well your website or web property appears in the search results. And the second half of this talking about organic “unpaid” traffic. The pay-per-click (paid, non-organic listings) only get about 15% of the traffic. You’re after the organic or the natural listings and that gets 85% of the traffic. So, it’s important to make that distinction.

Now, maybe your SEO is not existent or your website is just really bad, it doesn’t have any kind of search engine optimization whatsoever. So, if that’s the case, okay, because the deal is you could buy pay-per-click ads. But this could be very expensive. So even if you have no SEO, you’re not completely out in the dark, it’s just that it might cost you more money. For instance, you might buy an ad where the pay-per-click rates are $2.25 for a particular search phrase. Okay. So that means every time someone clicks that ad, you’re paying $2.25, that’s not the end of the world.

You could generate 10 clicks in a day, spending $22.50. That’s fine but think about some of these search phrases that are around $650 a click, and yes, they are out there. I know for sure that, a search phrase like “DUI attorney Phoenix Arizona” or some variation like that, it might be “DUI lawyer Phoenix Arizona” or some variations.

Expensive PPC keywordsIf you’re a DUI attorney, you don’t have any SEO and you want to get a presence on the first page of Google, you could be paying for ad words over $600 every time someone clicks, regardless if they call you.

If they just click to your website, you have to pay! That gets very, very expensive. So understanding SEO and understanding how to implement it correctly on your website is huge for generating traffic and for saving money.

Okay, so let’s get into SEO a little bit. What is Search Engine Optimization, how is it done? Well, basically there are two major components: On-Page Optimization and Off-Page Optimization.

Now, we’re going to talk about on page on this slide. So, consider that you have your website right here in the middle. On page optimization is all of the things that are done to the website itself. So obviously we start out with the website analysis and we analyze competition, we do keyword research and analysis on that but then there’s things that we do like optimizing your title or getting your images, put on the site correctly, using structured data, rich snippets, meta data, creating a sitemap, etc. — there’s just a lot of things that we do to websites to make them optimized as best as possible.

And this is something that’s usually done in the beginning, you know, when we first create a website for a client or when we take on a new client, we’ll go through their existing website and it may change. Okay, so that’s the first thing that happens. And then this also is something that we do on a periodically is through out an SEO campaign. So, as a campaign is progressing, we might come back to a website and then make a couple of modifications. On page optimization is usually upfront service and then a periodic service over time (as part of an on-going SEO campaign)

Next, we have off page optimization as well. You still have your website here in the middle but now you have all these other things that are surrounding the website. And they exist out on the internet, not specifically on your website. So let’s take articles for example. Let’s say that this is a website for a family doctor and let’s say that there’s an article that was written discussing the upcoming, the 2014-2015 flu season and the things that you can do to prevent contracting the flu for you and your family.

You write that article and then you place that on an article directory site. Okay. So that article sits some place out on the internet. It doesn’t sit within your website. That’s what “off page” refers to. Now that article is optimized just like we did with on-page optimization, we optimize your keywords and phrases, put images in it, and all that kind of SEO just like we did when we worked on your website. The difference is that the article is sitting in some place on the internet instead of sitting on your website.

The other difference is that in your article, we create this little link pointing back to your website. So at the end of the article we might do something like, “for more information about health related matters, please visit our website at This action just created a link from that article back to your website. Now, the more of these links that you have coming in your website, the more popular your website appears in the eyes of search engines and if they are relevant then that’s even better. The more relevant links that you get, the stronger authority that your website has and the better it performs in the search engines.

We do this for our clients in an ongoing monthly basis. And this is something that you want to do. You want to create this type of content and put it out on the internet in a very high quality authoritative manner to boost the authority levels of your website and ultimately get your website to rank for the keywords that you are trying to rank for.

That is on-page optimization and off-page optimization. And let me talk about, why we bother with this. So, I’m going to show you the why, in terms of proof. So, a good Search Engine Optimization campaign could generate this kind of call of volume for your business.

So this was for a local contractor in the month of May. He received 37 phone calls and out of those calls, he approximated that the gross value of all those calls coming in was $20,000 give or take. He got some good jobs out of this month and then a handful of smaller jobs but a total of about $20,000 worth of business. And you can see the ups and downs of the phone calls. I’m not sure of the days of the week where these zero call volumes appear, maybe they are weekends. But this data is coming from a real live site.

Here is anther one. This was June 1st to June 30th and this one generated 26 phone calls for another contractor type of business and their business generated approximately $8000 worth of gross sales. So depending on the type of business that you’re in (your price points and what you sell) will greatly impact what this dollar amount is and maybe even the phone calls as well because some industries generate a lot more call volume than other industries.

Now, here is another one. This was in the month of June as well, June 1st to June 30th in 2014. This image shows the call volume for a roofing contractor and where his SEO generated 52 phone calls.

Now, I’m going to put some context around roofer and let me go to the next slide here and I’m almost done here. So, I’m going to talk about the lifetime value of a customer. When you look at Search Engine Optimization and you want to determine the rate of return on your investment to really identify is it a worthwhile the expenditure for your business?

You should look at the lifetime value of the customer. So, I’ll use this roofing company’s data since it is an industry that I’m familiar with. Think about this these 52 phone calls that came in for one month. Let’s say one of the phone calls was for a roof repair. So maybe that roof repair was $500. That project, for the roofer, is not a big deal. They go out, do a good job and the customer is really happy. The roofer was punctual, they took care of the roof repair quickly, they explained everything to the customer, all of the things that you would do for a good customer service.

Now, over the lifespan of that customer and the relationship with this roofer, let’s just assume that at some point down the road, that customer needs to have a gutter installed or repaired. Again, it’s not a huge job but it’s a job that they got because of their SEO campaign and they were found online when that customer was searching. Now, again, further down in the relationship they contact you again. (Because this roofer is doing everything they should be doing from a marketing perspective in terms of staying in front of their customers, being out there and engaging with their customers because, let’s face it, the cost of acquisition per customer can get pretty high. So once you get a customer, you want to draw a fence around them if you will, think of an imaginary fence and keep them within your fence. And when you do that with things like newsletters, birthday cards and just normal marketing practices). But let’s say that down the road, because you’re doing a good job with keeping your customers engaged with your company, they now need their roof replaced. Now that could be a $15,000 job, $30,000 or $50,000 job, depending on how big their house is, what types material are used, etc. This could end up being a really big job for a roofer.

And then again, down the road or maybe before the roof replacement they need some siding done. Most roofers do siding. So, the lifetime of this customer could easily be $30,000 or more.

Now, I did not even take in consideration referrals. This customer, at any stage in this lifespan, may have referred the roofer to their neighbor, to their cousin and their sister, their mother, brother, whatever.

This one customer could lead to several more jobs down the road. So think about that as far as the value of this customer and come back now and multiply this out by 52 or to be conservative, let’s say this roofer only converts 10 out of 52 of these phone calls. Let’s say only 10 of them were actual customers that they were able to convert. And then consider their lifetime value of one customer times 10, what is that worth to that company for one month of SEO? Would that roofing company pay $1500 a month for a good SEO campaign to get that kind of business?

Would you pay $1500 to get $30,000 in business for a month?

A lot of companies do pay that. If you’re in less competitive niche, maybe the value is more like $500 a month but, would you spend $500 a month, if it brings in $3,000 in income or more. So that’s how you need to look at the return on investment of SEO and what’s possible because good SEO campaigns will produce this kind of return.

So that’s all I have for today regarding Search Engine Optimization and why you should care about it as a business owner. If you like more information, feel free to go to my website,, visit us on Facebook, Twitter or check out our YouTube channel. Or pick up a phone call, 610-471-0001 if you are interested in an SEO campaign.

Want Total Domination To Crush Your Competition?

If you’re looking for an SEO campaign and are interested in total domination, make sure to mention that when you call us. What are our total domination strategies? In the Google search results, you have 10 organic listings that pop up. There are 10 listings or in other words, 10 spaces for organic results to be displayed. Obviously you want to be on the first page in the number one position, but think about this, you also want to have more than just your website ranking, you want other web properties ranking as well.

So, consider if you had your website and let’s say four other properties, that’s a total of five listings on the first page. Well, for each listing, that constitutes 10% of the organic search results. So if you get your website and four other properties listed, then you’re taking up 50% of the first page results and in essence you’re blocking out your competition, the consumer out there is not going to have any choice but to pick up the phone and call your company because there’s nobody else out there.

All they see is you, you, you, you and you! You’re five out of 10 listings, or 50% of the first page. So, if you’d like information about total domination strategies, make sure you ask about that when you call. Thanks for taking some time to learn about SEO. We will have other educational videos like this coming out, being published shortly on all different topics of internet marketing and general marketing. So again I’m Brett Lewis from L4Group and if you do want to call us, dial 610-471-0001. Thanks. Bye!

Not Mentioned in the Video: We do a complimentary Search Engine Optimization analysis for your website. If you don’t have a website, we can still do an analysis for your company. This is a $1,500 value, yours for free.