Commission Based SEO

Firstly, we need to know how much does a breast enlargement cost on average in the UK. The result provided by Google indicates that it is around £5,000.

Looking at the search terms in Google Keyword Planner for phrases related to breast surgery or breast surgeons in London, there are searches for phrases that are indicative of people actively wanting surgery – they are in a buying mood for breast surgery. Here are sample Keyword phrases:

• Breast enlargement London 260/month
• Breast implant London 210/month
• Breast surgery London 90/month
• Breast Surgeon London 50/month

There are therefore at least 600/month searching for a breast surgeon in London (these are for the main KWs, if you were to add in the long-tail combination there are certainly going to be a lot more searches). Therefore, this is a viable market to sell leads to as there is significant search volume and a sale is a high ticket item.

Now say if the surgery sells their services at a rate of 1 in every 6 visitors, that implies 1 out of every 6 people calling the surgery go ahead and have an enlargement then each lead to the breast surgery worth on average £833 (£5000/6).

We would charge between 5-7.5% per lead, approx pay per lead would be £40-60 per lead for this model.

NB – we would certainly make sure that both parties involved here would agree to quantify the leads and make sure they were converting at 1:6. If the leads were converting at better or worse rates, we would adjust accordingly.

Scaffolding erection, or scaffolding services in the South East. Firstly, is there a demand for these services? Simply by combining locations and ‘Scaffolding’ into phrases the Google Keyword Planner suggests that there is certainly a demand for this. Here are some phrases from Google:

• Scaffolding London 880/month
• Scaffolding Essex 140/month
• Scaffolding in London 110/month
• Scaffolding East London 70/month
• Scaffolding North London 50/month

That’s 1250 searches for the main KWs relative to a scaffolding business operating in North London, Essex, Hertfordshire, and Suffolk. Although there is certainly a high volume of traffic looking for scaffolding businesses in each of those areas, scaffolding erection costs vary massively from job to job.

For instance, a simple wrap around scaffolding for a semi detached house would cost in the region of £1,000 perhaps more if the scaffolding erection was more complicated. But a scaffolding erection around a commercial building could easily run into tens of thousands of pounds, perhaps even hundreds of thousands of pounds.

As there is a huge variance in the value of the leads that any website produces, a cost per lead SEO model might not function as in the same way as the Breast Surgeon example above.

In fact, this model would only work if the leads were tracked and the revenue from each job monitored over a 3-6 month period and then averaged out. Say the average value of the scaffolding erections were around £20,000 then we would set the Pay Per lead model at around:
£150 to £250 (5 to 7.5% of £20,000, with a closing rate of 1:6 by the scaffolding company).

Alternatively, the scaffolding company may wish to run a percentage of sales as commissions from the leads through SEO efforts. This would require open honesty from the scaffolding company and the SEO company involved.

In this last example, we are looking at a building firm who predominantly conduct loft extensions in Essex. Firstly, is there a demand for loft extensions in Essex and its main towns? Here are some straight-forward KWs that indicate that the answer is yes, having a website to bring in potential customers in Essex is certainly beneficial:

• Loft conversion Essex 320/month
• Loft conversions Essex 320/month
• Loft Conversions In Essex 50/month
• Loft conversion Chelmsford 50/month
• Loft conversions Chelmsford 50/month
• Loft conversion Southend 50/month
• Loft conversions Southend 50/month

As you can see already by looking at the main towns in Essex and Essex alone, there are a lot of searches for people wanting to have loft extensions done in Essex. Most loft conversions cost upwards of £30,000 and in general they are more than likely to cost around £45,000 on average with finishing, with the search volume this is certainly a viable business option.

Most builders will have a closing rate of 1:6, or better, at least for when they meet potential clients. Say the extension costs £40,000, then at 5% of the sale and a closing rate of 1:6 the cost per lead would be around £330.

However, in most instances we are likely to be open with an alternative negotiation on the SEO fees and it may more suitable to run a fixed fee per extension that can be added to the overall sale of an extension.

Using these models will only equate to high levels of marketing costs of your business is making sales!