SEO (Search Engine Optimization) can be an effective way to attract business for many, but not for all. If you’re selling a niche product or vendor service, it can be a great tool. But, if your business is a top tier professional service you might want to think twice before investing too much time and money in SEO. Here’s a real call I received from someone who found my ad agency through a search:
Caller: Hi. We’re looking for someone who can do TV commercials. Do you do that?
Me: We do.
Caller: How much do you charge?
Me: (Pause) Um, sorry, but I didn’t get your name and company. And, how did you find us, if I may ask?
Caller: I’m Joe Shmo and our company makes (whatever). I found you online through a search.
Me: OK, great. And the name of your company? And your company website?
Caller: Sorry, can’t tell you that. Classified info.
Me: Umm, really? BTW, this is John Follis, the agency owner. Do you know anything about our company? Have you spent any time on our website?
Caller: Uh, no. So, what do you charge for a TV commercial?
Me: (Patiently) Well Joe, that kinda depends on the specifics so I need to know a little more from you. Do you want to discuss this now?
Caller: Uh, well, let me get back to you on that. What’s your name again?
Clearly, the guy knew nothing about my business and didn’t really care. He was probably some glorified assistant asked by his boss to find some vendor options for a TV spot with “price” being the main differentiation. This is why I say that if you run any kind of high level service business, I encourage you to consider investing your limited time and money in other things besides SEO.
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