The most important thing for any web-based business is to rank on the first page of Google and other highly used search engines, attainable with superior Search Engine Optimization (SEO) practices. 7 Strategy is a full service web and ecommerce development firm with a focus on SEO and social media, helping clients in various industries grow their businesses, and educate them on how to use the web to its fullest potential through optimization and analytics. According to Rasvir Muspan, VP of business development for 7 Strategy, the first mistake companies make is to feel they do not need a professional SEO firm and can find anyone who claims to be an SEO or IT expert. "Anybody can say they are an SEO firm, so there is a lot of selling to ignorance," he says. "The buyers don't know what they are buying. Because it is so intangible, a lot of times they get themselves into one company that cannot deliver, and the cycle continues until they have used all their funds." The result is that companies become jaded and say SEO does not work.
Based on the individual customer's particular industry and target market, 7 Strategy develops a specific plan. "What sets us apart is that we have developed our own proprietary algorithm that allows us to identify keywords we feel have the best potential return on investment," Muspan continues. "We start with an intuitive set of keywords that are mapped against all the variations, and we have algorithms that allow us to calculate and assess which keywords have the most potential, from an ROI standpoint. Those are the ones we focus on and the ones we recommend to our clients. Everyone is jockeying for the same ten positions on the first page of Google," Muspan notes. "Part of our ability to get our clients there is to go through a competitive analysis to identify which out of those ten are the weakest, as well as look at the ones that are strongest and what they have done. We target the keywords we feel are going to deliver the best in terms of whether it is a sale or a lead."
Muspan adds that many SEO companies claim they can get you highly ranked for $50, $100, or $200 a month, and while that is simply not feasible, companies are buying it. "They are thinking, 'Why should I pay $1,000, $1,500 or $5,000 when I can pay $29 a month?'" he says. "It's just churning through a high volume of clients that are gullible enough to get into a three or six month contract. It's a cycle: get them in, don't deliver, find new clients. Unfortunately that is the nature of the industry. But we have a 98 percent customer loyalty rate."
In the end, SEO is all about one thing: sales. "The key focus that we have is not just ranking for keywords; it is about real business growth," Muspan explains. "That is how we monitor and measure ourselves. For SEO it is looking at the success stories, not just keywords that are ranking. That is where you fall into the fallacy that they have actually delivered success. You cannot cash in a keyword at the bank. Bragging rights that you are ranking on the first page for keywords does not put food on the table."
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