 Hey guys, it's Landon McCarter with SecureAge in Marketing. I'm going to answer a question that is we get asked all the time It is basically a simple win to invest in SEO as an insurance professional. Now first off I want to make sure that I define SEO that is search engine optimization What search engine optimization is is it's the process of building content manipulating the content on your website? Making sure that Google knows exactly what your website's about Etc. To make sure that you're high up on the Google search rankings organically So when someone Googles a keyword that you want to be known for in your area You are found. I relate it to the old days of making sure that you're in the yellow Book under the section that you want to be in if you are a life insurance provider But for some reason you are in a different section of the yellow book You probably aren't going to get any calls search engine optimization is the same way It's the process of building content manipulating the content to make sure that you're found organically now What I want to do is I want to kind of walk you through a little bit of how it works I'm going to do lots of videos on SEO. It's one of the things that we feel is worth the best at That's the cure of agent marketing is search engine optimization and I want to just kind of walk through how it works Okay, so the first thing I want to sort of walk through is I want to make sure we're on the same page What I want to do here. So this is January. This is December All right. This is June. All right now over here. You got your number of website Website visits now. So let's say down here. We've got a hundred and up here. We've got 10,000 now What we're trying to do with our website is drive attention educator audience in order to get a lead the difference between Google organic Traffic and Google paid or Facebook paid or Instagram paid or LinkedIn paid or whatever that is is very simple Search engine optimization is investing in today to build out content to blog the structure website the correct way Investing that money in today so that you slowly increase your website traffic over time Okay, it's going to be a slow crawl if you're doing search engine optimization less than six to twelve months at a time and Expecting short-term results. You're not doing it right. That's not what you want to do SEO for it's a long-term investment I'll also tell you that search engine optimization will always yield the highest return on investment over time Here's why if I invest in today in a content marketing strategy And I'm overall increasing my website traffic over time If I ever cut my SEO budget you kind of level off and you know you slowly the decrease Okay, as opposed to the flip side where we have paid traffic, right? So paid traffic is like Google AdWords Facebook advertising LinkedIn Potentially email marketing if you're paying for some type of platform that way Etc right so paid traffic serves as the inverse of search engine optimization The way paid works is if you told me I want 10,000 people to my site tomorrow We could do that with whatever I would just tell you the budget that it would take We wouldn't have to invest anything in the long term at all You would just I would give you a budget I would say we're using Facebook Google and Instagram and here's how much traffic we expect here's I can click through rates that we expect Here's our conversion rates that we expect etc. Now So you would just automatically bump to the top of the page and get all of your traffic immediately Okay, now some people don't have the money Right to just invest in paid traffic right away. So what you do And also a downside of paid sometimes is that if you ever cut your budget and you become dependent on paid traffic Your traffic goes to zero and you're back to where you started So what I always try and tell people if they have a healthy digital marketing budget is you want to invest in SEO Right and paid traffic if you can if you have a healthy enough budget But if you're looking at short-term goals Just do paid if you're looking at long-term goals and building your brand and building overall traffic to your site Then you look at search engine optimization Now this is I'm gonna give you an advanced nugget. That's maybe for some more advanced Individuals that are watching this this video One of the things that paid traffic specifically Google uses is a metric called a quality score Quality score Quality score is nothing more than Google gives you a ranking if I'm buying paid traffic and I'm driving them to a landing page on my website And I'm trying to buy a keyword for instance final expense and my SEO on that actual landing page is not as Good as another guy the quality score. Let's just say it's a five out of ten Right and this other website has a nine out of ten Okay, Google is actually going to give this person a cheaper click on paid Than this person because you're you're sending their traffic to a better landing page, right? So what happens is is if you really invest in your SEO the right way and you're doing paid as well You can increase your value of your paid traffic because your organic SEO is better and your quality scores are increasing on your landing page They're connected So if you have a healthy enough budget on ad words one of the things that I say if you're doing ad words right now And you're not doing SEO then typically it's because their agency doesn't know how to do SEO And they're kind of keeping in the dark or they just don't know which is okay But that's another big reason on when you should do SEO if you're doing paid and you're not doing SEO You're kind of doing it wrong because you can save a lot of money You sometimes you can pay for the SEO service if I want you can save on the paid side So this is a little more advanced of a video, but I hope you guys got some value out of when to invest in SEO I'm gonna do lots of videos in SEO on how to you know increase your ranking specifically, etc So thanks for taking a little bit of time to learn and I appreciate your time We'll talk again soon