You’ve most likely seen marketers and business owners raving about SEO, as well as others doubting SEO’s importance.
So, here I’m cutting out the technical boring stuff and just focusing on outlining the positives and negatives of SEO. As well as providing some recommendation as to whether SEO is ‘worth it’ for your business.
What is SEO?
Search engine optimisation is the process of influencing the visibility of a website (or web pages) in search engines without using paid advertising e.g. Google AdWords.
What are the positives of SEO?
SEO provides warmish leads
SEO gets your business or website in front of people who are actively searching for your product or service.
Other marketing channels like social media marketing are very open-ended. By this, I mean that you’re putting your business in front of people who may not have an intention of purchasing your product or service, or at least not currently.
Whereas people who are searching for “web design Norfolk” or “SEO Norfolk” are likely people who are ready to buy or are researching prior to purchase. Therefore, your business is appearing to the people who are very likely potential customers.
No CPC (cost per click) or Ads
SEO brings you natural and organic traffic meaning over time you’ll likely save money against the cost of running Google Ads (or similar).
SEO gets more clicks than PPC
Moz found that organic results are 8.5x more likely to be clicked on than paid search results. It’s not surprising really. A lot of people, like myself, don’t trust ads fully. Therefore, it makes sense that PPC is outperformed by SEO in terms of clicks.
What are the negatives of SEO?
It costs money
Like almost all forms of marketing, it costs money if you’re to pay an SEO expert to do it for you. I know this is a ‘well, duh’ point, but some businesses may not be in a position to invest more capital into SEO or another marketing channel. So, it can be seen as a negative in this respect.
It’s a long term investment
SEO is not an overnight thing. SEO takes time, patience, testing, experimentation and consistency to work. If you need website clicks immediately SEO is probably not where I’d recommending investing ALL of your capital. It would be wise to look into Facebook Ads and PPC for example for immediate results.
Constantly moving goal posts
Google changes it’s algorithm constantly. In fact, the algorithm usually changes between 500 and 600 times a year. This means that SEO requires constant attention and maintenance. It also means one day you could be ranking #1 for 5 key terms and when you wake up the next morning you’ve been knocked off the top spot. But, this is to be expected and is all part of the SEO game.
Is SEO worth it?
The question you really want to have answered; is SEO worth it?
In short, that’s something you have to decide.
A few of the scenarios in which you should use SEO agency or SEO freelancer:
- Your website is an important part of the sales process
- You value the long term benefits of SEO and see it as an investment rather than a cost
- The sale of your product/service is worth the money you’re investing in SEO monthly
- Your competitors are winning valuable business through ranking well on Google
A few of the scenarios in which you shouldn’t use SEO agency or SEO freelancer:
- Your website isn’t an important part of the sales process
- You see SEO as an immediate cost and struggle to see the long term benefits
- The potential sales through your website are much smaller than the cost of SEO
- You require results instantly; Facebook Ads or PPC would benefit you more here
If you’re thinking SEO is ‘worth it’ get in touch for information on SEO pricing and packages.
Or, if you’re on the fence get in touch for honest feedback on whether SEO really is ‘worth it’ for your business.