So, you know how I posted last time about how to find translation work right now? Well, I figured it would be a good idea to sit down and actually do it for myself. Now, I’m not actively translating so instead I decided to sell someone else’s service. The first thing that I did was make a video, which you can see here:
The video is only 42 seconds long and just lets viewers know that there was a special offer going on. I then took $10 and set up my ads. Now, this is the part where people get confused so let me explain a few things before moving on with the process.
– Google bought YouTube a few years ago and merged their ad placement programs
– More recently, Google made it possible to target people on YouTube based on their Google search traffic
– YouTube is the second largest search engine in the world, behind Google, and receives a ton of traffic
– YouTube videos can and do appear in Google search results
– There was some drama about advertisers being upset over where their ads were being shown and demanded more control over them. At the same time, several larger companies that spent millions of dollars in ads backed out of the system until these placement issues were resolved
– AdWords now has new options that let us target YouTube users that are watching specific videos and/or that are using specific keywords, including searches done on Google within the past three days
That means that if someone does a Google search for “Spanish-English immigration translator,” I can put my ads on the videos that they watch on YouTube. If they watch 30 seconds of that ad or click on the link back to my site, I have to pay for it. However, since we’re targeting such specific keywords, there’s very little competition and the traffic is very inexpensive. For the video listed above, I spent $10 total, about $0.04 per view, and about $0.59 per click. I got 17 clicks, which made me $113 in affiliate commissions (two sales). Now, if those had been translation projects, let’s use immigration as an example, I probably would have made between $200 and $300 dollars between both jobs. Not bad for $10 in ads, right?
That’s really the point that I’m trying to drive here. So many translators are focused on word of mouth, or getting Kudoz points on Proz, and think that they’re promoting their businesses. That they just need a few more points and clients will start contacting them. Well, I was near the top for video game translators in the Proz directory and it didn’t help me one bit. Sure, you might find some work, but you have to compete against hundreds of other translators that have been on the platforms several years (I opened my account in 2010) and even then, they have no control over who contacts them or when. And that’s assuming that someone actually contacts them in the first place.
In my humble opinion, the key to any sort of advertising, which leads to good marketing, is knowing where you customers are, going to them, and letting them know that you exist and that you can fix their problems. Marketing comes afterward and is basically the relationship that you have with your customer. If you want new clients, if you want your situation to change, then you have to do something different than what you’ve been doing all this time. Things don’t change until you change them.
Now, there are a couple of things that you can do to improve on what I did in that example. First, don’t send people to your homepage, send them to a landing page made specifically for that traffic. Explain who you are and what you do at the very beginning, they need to know that they’re in the right place. Have an email capture set up. I like offering a discount on the first project that they can get when they give me their name and email address. If you’re targeting and segmenting your traffic correctly, you can go back to this email list and sell them other services in the future. Like, with immigration, the first thing that they’ll need translated are their birth certificates, passports, IDs, diplomas, marriage certificates, and so on. Then they’ll need to translate documents for a green card (in the US), then eventually they’ll need documents for their citizenship. Plus, once one person comes here, they usually want to bring their families. Or they’ll want to go back home and visit with their families from here and they’ll all need paperwork translated. The lifetime value of that client, of the list itself, grows over time so it’s good to keep in touch with those people. Especially since they only sign up if they’re actively looking for a translation.
You can do the exact same thing with game developers. Get them on your list, share interesting articles, offer discounts, let them know about any sort of opportunity that has to do with translating their games. When the time comes, they come to you for the translation and they recommend you to their colleagues. You will be amazed by how well this works.
Take $10, make a video on Adobe Spark, upload it to YouTube, and run some ads. I would bet that you’ll see some awesome results. And if you want someone else to do it for you, you can buy a video here.
Alright, hold on to your butts, ’cause it’s time to get into the cool SEO stuff! In this post, my dear translators, I’m going to show you how to find a translation project today.
The plan here is pretty simple. We’re going to create a video, upload it to YouTube, optimize it, and also run some ads to it, if necessary.
Step One: Make a Video
There are a few ways to do this. The easiest way, in my opinion, is to go to Spark.adobe.com and create a free account. You can then use the platform to create free videos! I have two tutorials here, one for very simple videos and the other that includes using video footage. Keep in mind that this is not Premiere or After Effects, the video’s we’re making are very simple. If you want more complicated stuff, we’ll get to it, so keep reading.
Video Footage One:
Those things look HUGE right now…
I would pick the branding/promo template and just fill out the spaces. You will want to talk about yourself, your services, and how you can help the person watching your video. Keep it simple, to the point, and short.
Other ways that you can make videos include:
Making a fancy PowerPoint presentation and recording it with some screen recording software, like OBS (free), while recording a voice over (Audacity works great and is free). You might need to do some light editing, which can be done in YouTube or you can
Download HitFilm Express (free) and create a video from scratch. I do something similar, but with Adobe Premiere and After Effects since I’m already paying for them.
Or option C, you can actually buy videos like this. I have a few templates that I use to promote some of my clients that can be adapted for translators. Check it out here if you’re interested: http://snip.ly/sxa4p
You can also just grab your cell phone and record yourself talking. I don’t normally mention this option because more translators are terrified of the idea of being on camera, but hey… toughen up, you wimp.
Pro Tip: It doesn’t have to be pretty. What’s important is the information that you’re communicating. Take the money you make
Pro Tip 2: If you want to target multiple locations or language pairs, make multiple videos.
Step Two: Upload and Optimization
Uploading a video to YouTube is easy. You just upload it like any other file.
Now comes the fun part. If you recall my post on SEO and using parasite rankings, then you already should know what to do next when optimizing your video. But, I’m going to assume that most of you have no idea what I’m talking about and start from the beginning.
First, you’ll want to pick a search term. I would suggest something like “[language pair] translator in [city, state]” – so I would use “Spanish-English translator Logan UT.” That’s the title of your video. You’ll also want it to be in the description of your video and paste the whole thing into your tags. Make sure to include your contact information and a link to your website in the description of your videos as well.
Now, that is sometimes enough to get your videos to appear in Google search. Sometimes you need some extra work done to your video, in which case you can hire an SEO to help push your video. However, the goal of this post is to get work fast. So, we’re going to promote this video via Google ads. You’ll want to go to Adwords.google.com and log in with your Gmail account. This part is kinda boring, so I’ll just say to follow the steps they provide. It’s not exactly complicated.
Larger budgets mean more traffic and views on your video. More traffic usually means more clients.
Step Three: Profit
So, you now have a video up on YouTube, probably Google as well, and a way to drive traffic to it. Now you answer questions, talk to clients, and convince them to give you money.
If I had to attribute the majority of my success as a freelance translator turned agency owner to any one thing, in all seriousness, I would say it was my website. I’ll go into good detail as to why that is, but if you’re just here for a recommendation on my favorite place for websites for translators, or for your own site, then you want www.gabwin.com.
I should start at the beginning…
Triston and Gaby – 2011
Way back in the fall of 2011, I was a young in-house interpreter and translator for a vehicle finance company. I had been in the industry for four years at this point, I was making decent money, I had just bought a house, paid off my car, and I was going through the application process for my then fiance’s visa. I had traveled to Argentina just three months prior to give her a ring and ask her to marry me. Sure, I worked long hours and driving through all the traffic of St. Louis, Missouri every day was a nightmare, but I had never been happier. Then, on the 21st of September, I found out that I had lost my job. The company was going through some hard times and needed to make some cuts. I was the last new-hire and I was the first to go, along with 2/3’s of my department.
That was the first time that I ever truly felt fear. I had been robbed at gunpoint in Argentina, I drove through major tornadoes in Missouri (twice!), and I’d even left everything and everyone that I knew to live alone in a foreign country – without knowing the language – for two years, but this was different. Before I ran the risk of hurting myself, but now I wasn’t only going to lose the most important thing in the world, the ability to be with the girl I loved, but I knew that she would be heartbroken to learn that, once again, our time together would be pushed back and I didn’t know when we’d be able to be together again. I was terrified and I spent many sleepless nights searching for a solution.
I had come across Proz.com while researching a legal term sometime before all of this and knew that freelancing was an option, but I didn’t have time to build a business, I needed money and I needed it right then and there. Even so, I signed up and started bidding on every job I could find. I had this crazed desperation that drove me to take any job, on any subject, and at any price. I found a couple of agencies willing to give me a chance, one I still work with to this day. The other would pay me $0.03 per word for highly technical documents, usually 20,000+ words, and I had 2-4 days to deliver. It was awful, but those were $600 I needed to pay my mortgage, to buy food, to pay for my internet connection so that I could at least talk to my beloved Gaby. This went on for about a year and a half. I was able to bring Gaby here to the US and we were married in May of 2012. We’re celebrating five years of marriage on the eleventh of this month.
During this time, I starting working on a degree in business administration and started applying some of the techniques and concepts that they taught to my business. Sadly, they didn’t talk about websites, email lists, tracking pixels, or buying ads, but I saw the value in them. I built my first website in 2011 for my brand new freelance translation business: T.A.G. Translations and Design. Lots of people ask what T.A.G. stands for, and I’ll tell you at the end of this post, but they’re not my initials (my middle name is Michael). That website, or more specifically the things that I did with that website, changed my business. And if you’re in a situation like the one that I was in, then let me explain how that happened.
The first thing that my website did was give me a place to share all of my experience and sell my knowledge. I was still kinda new to video game localization at this point, but I was a walking dictionary of finance terminology. So that’s what I sold; my website was my portfolio. It’s like when you go to the store to buy something and you look at the packaging. The more attractive the packaging is, the better the information on it is, the more likely you are to purchase it, or at least consider it. Your website is your packaging. It’s how you present your services to the world.
The next thing that my website did was give me a place to direct all the traffic from my many social and professional profiles – like Proz, LinkedIn, Facebook, and so on. If someone asked for my CV, I sent them to my website. If they wanted reviews or referrals, they were sent to my website. My rates? Website! My tools? Website again!! This also made updating my information much easier than it would have been to go and upload my CV/portfolio to every one of those sites by hand.
Point of Communication
Probably the coolest thing that my website did was provide an easy way for potential clients to get in touch with me. I was so excited when I received my first contact form submission. It was for the translation of a birth certificate from Russian to English. I couldn’t help the guy, so I sent him to a colleague, but that was my first taste of not only agency life, but that I was a real business and I had real people interested in my services, not just faceless agencies.
It also gave me a place to get people on my email list. I would offer a discounted translation for first-time clients in order to get them to sign up for email updates. After that, every Monday morning I would send out an email to all my clients and see who had work for me that week. I could easily fill my schedule with those jobs, while still adding new clients to the list. I just picked the jobs that paid the most or were the most interesting and left the rest until I started outsourcing.
Point of Discovery and Increased Rates
Now, I wasn’t always the SEO god that I am now (ask Google who the best SEO in the universe is some time, it’s awesome), but with a well-made website, I still managed to rank for some local search terms – which is how the Russian birth certificate guy found me. I was on the first page of Google for “Spanish translator St. Louis MO” I’m not there anymore, no reason for me to be, but it is such an amazing feeling when clients start coming to you instead of you going out and competing with every other translator in the world for crappy agency gigs. Oh, I forgot to mention that these clients were used to paying agency rates. Birth certificates usually go for about $100 per page in Spanish to English, my agency clients were only paying me $25. I only needed to translate one birth certificate per day at $75 per page to cover all my bills and it only took me 30 minutes to an hour. That was equal to 2,500 words, a full day’s worth of work, at $0.03 per word.
Transformation of my Business – From $0.03 per word to $0.30
I eventually reached the point where I didn’t have time to take on all the projects that came my way, but still wanted to make money off of the work that I’d done in building this business, so I started sending work to my apprentices (that’s right, I was invited to become a Proz mentor at this point to help new translators start and grow their businesses). One job stands out to me in particular because we were working with a new beauty cream company that needed their labels and marketing copy translated into several languages. I was also in the middle of driving across the country with my wife, dog, and everything we owned as we moved here to Utah. We handled the entire translation project from my cell phone. That was the moment when I realized that I wasn’t just a freelancer anymore, I owned a translation agency. I had reached the point where my business could be automated and all I needed to do was make sure that everything ran smoothly. So much so, that I could step away from my business for an entire year to delve into the world of search engine optimization and digital marketing. That’s a story for a different day.
Websites for Translators
The point that I’m trying to make here is that if you want things to change in your business, then you have to change them. I’m not saying that buying a website is going to magically change you into a full-blown agency overnight, but I am saying that if you have the right tools, and if you use them correctly, then you can make that transformation.
There is no reason for you to go through the same trials and challenges that I did. You don’t have to waste years of your life struggling to find work like I did.
That’s the reason that I started this blog and my YouTube channel; I want to help you skip those parts of the story. Obtaining and using a website is an incredibly important step in this process. I don’t care where you get your site from, though I do have my preferences. The reason that I recommend Gabwin is because A) She’s my wife, Gaby, and her designs are awesome, and B) Because I helped her with the structure of the templates and they’re designed with search engine optimization in mind. They are exactly what I would use if I were starting over from scratch today – especially the video game translator one 🙂
As a bonus, if you use the referral code OPXL8R, so that I know you came from this site, I’ll throw in one of my own SEO service packages for free. That will help you get found in Google and other search engines and get work from direct clients that find you, instead of the other way around. I normally charge $750 for this package, just so you have an idea of what it’s worth (there’s already a special offer on there from me, this is in addition to what she roped me into doing for her clients). Shoot me an email at Triston@Utahseo.ninja if you have any questions about that. I’ll even throw in an hour-long consultation via Skype.
Again, I know Gaby’s work and I have the utmost confidence in it, plus the designs are on sale right now. You could look at some other options as well, like Weebly or BitBlox, but you’ll actually spend more on them than you would buying from Gaby and you’ll get fewer options AND no SEO deals from me.
If you’re ready to stop the struggle, to make changes in your business, and grow, then this is a great first step. All that stress can really cause you to age prematurely.
How to rank your Proz.com profile – or most other translator directory profiles for that matter…
Today we’re going to talk about one of my favorite SEO things: PARASITE RANKINGS!!! Bhuaahahahhaaaaaaa
Behold, the Majestic Tape Worm plushie
A parasite ranking is when you take a page from another website and optimize it so that it appears in the search results for your keyword. There are a lot of ways to do this, the most common of which is creating content on a web 2.0 site (a website that allows/encourages users to create site content instead of creating it themselves), like WordPress.com, Blogger, Weebly, Wix, TheOpenMic.co, YouTube, and in this example, Proz.com.
The reason that we do this is that websites gain authority over time and with strong backlinks. These sites happen to be much stronger than one that we build fresh, so they’ll appear faster and higher in search results. The downside is that we don’t have very much control over the site if any at all. Also, you’re limited to the content that the host site allows. Blogger is very open and works great, but Proz only lets you really mess around with the “about” section of your profile. You can’t add blog posts, new content or anything else. There’s one more little part of the backlink and authority thing I mentioned: the kinds of websites that provide backlinks will influence what kind of keywords the site will rank for. You probably won’t see Proz appear if you’re searching for glue factories, but it will appear for anything and everything related to translation – simply because those are the backlinks, the anchor text that’s being used, and the type of traffic that it receives. That’s why we’re using Proz in this example.
Now, if you plan to use a different platform, you want to confirm two things before you get started: First, you want to see what kind of metrics the site has. For this, I would recommend copying the site URL and going to majestic.com. It’ll show you the site Trust Flow, which represents the quality of backlinks it has, and Citation Flow, which represents the number of backlinks it has.
See the difference? They have almost 2 million backlinks and I have 5. Proz kicks my butt, metrically speaking, so they’re going to rank WAY higher than I would for the same search terms. If using a different platform, you want to make sure that their metrics are high enough to be competitive. Basically, the higher these numbers are, the better.
The other thing that you want to double check is that the profile page that you create is indexed by Google. Some website owners know that people are using their sites this way and don’t want it to continue, so they tell Google that they don’t want certain pages to appear in the search results. They do this by marking those pages as “no index” which simply means that those pages are not added to Google’s index of websites. We can see if a site indexes these pages or not with a simple Google search. Go to Google and type in the following: “site:yoururlhere.com” obviously, you replace the “yoururlhere” with your URL… right there. Proz would look like this: “site:proz.com” or my site would be “site:tagtranslations.com.” This will show all the pages of the site that appear in Google’s index. If you want to see specific pages, you simply paste the full URL. To see if my Proz profile is indexed, I enter: “site:proz.com/translator/1280944”
We want to make sure that the page in question appears in the results. You might see a lot of pages, or just one or two. As long as the one you’re looking for is in the top few results, you’re good. Technically speaking, if it shows up, then you know that it’s been indexed. This also happens to be a way that we check for website penalties. If there are a lot of other websites that show up before the one we want, then the site may be penalized and your parasite ranking is useless. Google normally shows up #1, so don’t worry about that. If you think your site has been penalized email me at Triston@utahseo.ninja and I’ll take a look.
Now, I know that’s a lot of legwork, but if you use Proz, you don’t have to worry about any of this because I just did all the work for you.
Almost 800 words into this post and we haven’t actually done anything to our Proz profile yet…
Let’s look at those search results again
There are two parts here that we want to pay attention to:
Our name and our description
Our names are pretty easy to figure out. If you’re using a fake name or some kind of nickname on Proz, I would advise that you use your real name. This is a business and people need to be able to find you if you expect to get any work. You can use your business name if you prefer. I see a lot of people saying that they worry about stalkers or whatever. But, if you expect to find clients like this, putting “Don Trisquite de la Mancha” as my username is not going to help me. Would you work with a company called “PuppyLover777”?
Anyways, ranting aside, you’ll notice that the site description, the part that appears under the name and URL, comes straight from my About Me section
That little snippet is something that you usually edit separately, but in the case of most of these parasite profiles, it takes the description from your “about me” section. Now, what we put there is very important. In fact, I need fix mine because it could be better. You want to make sure that the search term that you’re targeting appears at the beginning of your about me and that you support your claim with some enticing information. I would change mine to read “Spanish to English translation. Legal, Business, IT, and Immigration translator in Utah | 10 years of experience” You only have so much space to use there, so be efficient and direct. You only have 150 something characters to convince your client that they should click on your link and not someone else’s.
If you need help finding a search term to target you can hire someone to do the keyword research for you.
This whole process is called on-page optimization. You do the same thing to your own website, or video, or whatever. This is typically enough to rank for low to semi-competitive keywords. I would suggest targeting a language pair + location keyword (Spanish to English translator Utah) since that’s typically easier and you can take over an entire area. You may get fewer clients at first, but you’ll build up a reputation for being THE BEST TRANSLATOR EVER and you’ll get referrals. If you get work outside your language pair or expertise, you can outsource. We’ll talk about that in another post.
If you’re feeling devious, target a language pair + industry (Spanish to English video game translator). It might be more competitive, but I’m about to show you how to beef up your parasite. This is great because you can find clients that are specifically looking for you and your services. They just won’t be local.
Now, ranking for more competitive keywords like this is possible, but it’ll cost you some money. You can take your profile and send additional backlinks to it. This is technically a gray area in Google’s terms of service. They don’t want us to “buy links” however, you can buy an article on another website and they’ll place a link to your parasite. The risk, if you want to call it that, is that you purchase a lot of poor quality links in an attempt to game the system, you could receive a penalty on your site. Now, Proz is such a HUGE site that even if you were to do something crazy/stupid and buy 20,000 links, it probably wouldn’t actually hurt anything. It’s a question of ratios, and Proz has almost 2 million backlinks. An extra 20,000 would only be 1% of what it already has. Hardly enough to end the world. If you were to attempt this, I recommend buying your articles from Konker.io. Sure, there are other platforms, but if you wouldn’t buy a translation from Fiverr, why would you buy support for your website?
A common question related to all of this is if the site owner will be upset that we’re using the site in this way, especially if we decide to purchase additional links to help it rank better. The short answer is no. Those backlinks actually make the site stronger as a whole, not just your one page, so they’ll grow and rank better as a result – and that usually means more money. The additional traffic is helpful for them as well.
The last thing that I wanted to mention is that these techniques are not instantaneous. Depending on the site, it could take anywhere from an hour to a couple months for Google to find your new profile or to find any updates that you’ve made to that profile. You can help speed it along by going to Google and typing “submit URL to google” in the search bar. Copy/paste the URL of your profile, confirm that you’re not a robot, and press confirm. It’s significantly faster to do it this way, but still not instant.
Doing this for the right search term can bring a lot of traffic and new clients to your business. Like everything else in business, you need to set aside the time and resources necessary to complete this process and to allow time for it to grow. Make sure to keep your eyes on your analytics to see what’s working best – giving you the best return on investment.
Pro Tip: make sure to include a link to your own website on these profiles. They will count as backlinks and your site will get stronger as a result. Not all of them will work, but I explained all of that in this post here.
That’s how it works, now go do it. No one’s going to do it for you… Well, you could get someone to do it for you, but you’ll have to pay them.
Before I get into this HostGator review, there are a couple of things that I need to disclose/clarify. I am a member of the HostGator affiliate program, which means that I might make commissions on sales that I send them. I have also been using their platform since my very first website (which came as a bonus with my Proz.com membership) back in 2012. So, I’ve been a happy customer for over five years. I have a very specific rule when promoting any sort of affiliate on any platform: I make tutorials and help people resolve problems and if I’m not willing and able to help resolve any issues with whatever I’m recommending, I won’t do it. That means that I need a thorough understanding of the platform and to actually use it. That’s why, for example, you won’t ever see a GoDaddy affiliate on this site. I can’t stand them… So, my thoughts, opinions, and suggestions are my own and come from years as a daily user of the platform – even though I might receive a commission if you decide to sign up with them. Ok?
What is a Domain, Hosting, and TLD?
If you’re a translator getting ready to start their own website and get clients, the first thing that you need is to purchase a domain and hosting. A domain is the name of your website, like www.adomainisthenameofyourwebsite.com. The .com, or .net, .org, .ninja or whatever is called a TLD or Top-Level Domain. There used to be some problems getting certain TLDs to rank in searches, but those limitations are no longer applicable. It’s still recommended to use one of the common .coms, but it’s a question of personal choice. I am very happy with my .ninja domain.
You can purchase your domain directly from HostGator. They usually cost $12.99 per year, though some TLDs are less expensive (and some are MUCH more expensive). It’s best to choose a domain that reflects your business and is easy to remember and write. opl10nt9n.com probably isn’t the best domain out there, but I bought it before I knew about all of this (by the way, this site is hosted on HostGator). You have a lot of options, so take some time to think about how you want to be identified online. Remember, your domain is your website’s name.
Next, you’ll need hosting. Hosting refers to the computer servers that actually hold your website and make it available to the public. You’re basically renting space on someone else’s computer for your website. You probably won’t need anything crazy, server-wise, for your website, so the cheapest plan will do just fine. It’s currently $3.95 a month. I personally use the Baby plan, which is $12.95 a month and allows me to host as many websites as I want. I currently have about 20 websites on my HostGator account.
Perks of using HostGator
There are a lot of options out there for hosting your website. The other main one that I use is NameCheap, I’ll write a review about them next, but HostGator offers a few bonuses that make it my favorite.
First off, you get a TON of free resources that you wouldn’t normally have access to, like the ability to make your own email accounts for free, easy access to one-click installs if you decide to go the WordPress route, and access to Attracta, which is an online SEO tool. Your HostGator account gives you free access to their platform. Your site is controlled primarily through the cPanel (Control Panel). This is where you access the files on your section of the server and manage the backend of your website. To be totally honest, the average user almost never goes into their cPanel once they’ve installed their CMS (Content Management System – usually WordPress, Weebly, Wix, SquareSpace, or something along those lines). But, it’s great having access to it if there’s ever a problem or you want to do something that the CMS doesn’t typically allow.
The platform is pretty easy to use and straightforward. However, if you do run into any problems, their customer service folk are always there and very helpful.
When talking about servers, one important aspect to keep in mind is latency. Latency is how long it takes for your computer to send information to the server and receive a response and is affected by the physical distance between your computer and the server. That means that if you’re hosting your website on a server in the US and you’re trying to access it from China, it’s going to load more slowly. Another perk to using HostGator is that they have servers located worldwide, so your website should always run and load quickly.
Drawbacks to HostGator
Believe it or not, there are actually hosting providers that are less expensive than HostGator. $4 a month is 4x more than what I spend at NameCheap, but they don’t offer as many other benefits, like Attracta. The other drawback is that they have a limited number of TLDs available, but you can also purchase those domains and then transfer them to HostGator. I think that the cPanel can be a little intimidating for new users, which is a problem for all platforms that use it (including NameCheap). They do have a wizard that helps you set everything up, but I think there’s room for growth there. I’ll make a video guide on how to install WordPress if there’s a need for it. It’s nitpicky, but those are really the only complaints that I have with the platform, and that’s after 5 years of using them.
I really do like HostGator and I highly recommend them to pretty much everyone. I think that they are especially good for translators due to it being easy to use, inexpensive, and international. The extra tools to help with search engine optimization are especially valuable if you want to capture organic search traffic. That means that clients find you instead of you hunting for them.