Abhijit Athavale's Blog

Previously, we established the fact that customers are searching for high-tech products using Google,  here . Today, I will show you how to tie that keyword search to qualified leads and real revenue for your company. If you demonstrate to your management that the investments in SEO are translating into more qualified leads and revenue, you will be considered as a legend in your company. How do we do that? It's not hard, but you have to put in some effort and give it time. Before we begin, let's look at the concept of search intent. Search intent is the goal that a user has when searching for something/anything online, and Google very much cares about search intent. You should care too because identifying search intent gives you direct access to prospects at different stages of the sales funnel.  Search intent is broadly classified into four types: informational, commercial, transactional, navigational.  Informational intent is where the user is looking for information Co...

I get this question quite a lot from the high tech marketing professionals that I interact with. "Our management does not believe that our customers are using Google to search for our products and services. They think it only works if you are selling toothpaste and the like. It's an uphill battle for us to convince them to start investing in SEO." Well first off, SEO is free and you pay nothing to Google to get more traffic and leads - estimated CTR for a keyword ranked #1 on Google is 34.2%. Secondly, if you have the skills, you can do it yourselves. Even if you hire a highly qualified SEO, you are still getting a fantastic deal - the revenue you will generate over the long term will be orders of magnitude larger than your SEO's fees. Getting back, you have to tell your management that it's just plain wrong. There's an easy way to show them what they are missing: 1. Go to Google and type in the name of your product or service and see who's ranking. Are yo...