Photo courtesy of SWIMPHOTO on Flickr
By Serhat Pala
Online marketing can sometimes be overlooked by companies that don’t traditionally rely on the internet for their business.
Almost all businesses will have a website, but often it’s just put on the internet without a thought to advertising it or using it to actively bring in customers or generate leads.
With that in mind, RhinoForce recently looked at the websites of 113 companies that show up in search engine results for kitchen remodeling keywords in the San Diego area, ranking these websites for their internet marketing effectiveness.
Using dozens of keyword combinations related to kitchen remodeling and the accompanying search engine results to help with the rankings, we calculated these rankings based on the criteria of:
- Paid Advertising Rank: Rank per amount of paid advertising dollars spent
- Organic Earned Free Traffic Rank: Rank according to estimated free organic traffic received
- Balance Traffic Rank: Getting paid and non-paid traffic in a balanced way (50-50%)
- Effective Paid Advertising Rank: Paid average cost per click (the lower the better)
Top 20 Home Renovation Sites serving the San Diego Area Ranked for General Internet Marketing Effectiveness
Our research team looked at free traffic and paid traffic and then came up with an estimated cost per visitor to decide which site was getting traffic at the optimal level. Ideally, a business website should be getting equal amounts of paid and unpaid traffic.
In our research, we found that there was a big difference between these websites, but the size of the company didn’t matter much. Some big companies had ineffective websites and some small companies had highly effective websites.
We found that a lot of companies don’t actually spend any money on online advertising. In fact, only the top 10 companies seem to have spent more than what all the other companies spent combined.
When we looked at the top 10 sites, they would be getting about 50% of the traffic from the keywords we used in our research.
The average cost per click for the sites is $3.64.
Top 20 Kitchen Remodeling Sites serving the San Diego Area Ranked for Highest Amount Spent on Online Advertising
As you can see by comparing the two lists, spending on online advertising doesn’t always equate efficiency of online advertising. And spending on advertising doesn’t guarantee a company that most treasured of online traffic; the earned free traffic. The site that came in No. 2 for earned free traffic in our rankings didn’t even crack the top 20 of either general efficiency or paid advertising.
Top 20 Kitchen Remodeling Sites serving the San Diego Area Ranked for Highest Organic Earned Free Traffic
Top 20 Kitchen Remodeling Sites serving the San Diego Area Ranked for Effective Paid Advertising
The best thing you can do if you’re running a retail website that offers products or services is know your numbers.
Calculate your customer value and you’ll figure out an easy advertising budget. Calculate how much money each customer is worth to you by figuring out how many leads you need to contact before you can make a sale.
So, using the renovation businesses as an example, if one job, on average, is worth $5,000 to a business after costs are deducted, and that business needs to meet five prospects to get one customer, then that business can spend $1,000 to get one customer to make it worthwhile.
So, if 200 people are visiting your site and out of that 200, you will get five prospects (of which one will turn into a customer, as mentioned previously), that means you can spend $5 for each visitor.
To effectively use a website, there should be a balance between the paid advertising and the organic earned free traffic. Reaching this 50/50 ratio takes some time and effort, but if you’ve done it, you’ve basically cracked the code of effective internet advertising.
Other sites that appeared in the rankings in no particular order: