When Is It Time to Get Serious About SEO?

Posted by on March 22, 2013 in Marketing [ 0 Comments ]

search engine optimizationIt’s easy to put off embarking on a dedicated SEO campaign. Not only is there a whole pile of jargon to sort through – between backlinks, algorithms and ranking factors – which can be intimidating in itself, but any organic search strategy takes time and is always changing.

It’s a daunting prospect. And, to be certain, not every business needs to go full-bore and hire SEO consultants and copywriters to improve their position on search engines. However, if you have a website, and that’s pretty much everybody at this point, it’s something your business needs to think about.

Related: What’s On Your SEO To-Do List for 2013?

So here’s the question: When is it time for a business to get serious about SEO? Here are five reasons to take the plunge. 

1. You’ve Maxed Out Existing Resources. 

It’s no secret that there are a lot of basic things that any website owner can do to boost the traffic, from social media to local business listings. But if you’ve exhausted these free discovery tools and traffic still isn’t coming to your site, it may be time to add another dimension to your online strategy.

2. You’re a Generalist.

Niche and hyper-local businesses tend to require less SEO than businesses offering a broader array of services. It’s not a hard and fast rule, but if only one or two keywords can describe a business, that enterprise is not an ideal candidate for organic search.

Related: Can’t do it all yourself? Hire an SEO agency

However, if you’re business offers an array of products or services, SEO is your best friend. There are many free tools online to help determine what terms users are searching for to find your business; use them.

3. You Rely on Your Website for Referrals and/or Sales.

This is pretty self-explanatory. If your business sells through its website or uses it to collect inbound leads, organic search will pay dividends down the road. Even though it can take time to improve search rankings, a successful SEO campaign will produce durable and lasting results.

4. You Already Have a Blog.

If your business is producing excellent content, it deserves to be found. A blog – properly optimized – can be an excellent way to build steady traffic, encourage others to link to your content and associate keywords with your site. Having a blog is already a huge step. Make it count by investing in a legitimate search strategy.

Related: Marketing Fun Friday:  4 Steps to a Content Plan You Can Be Proud Of

5. You’re Getting Serious About Content, Not Just traffic.

Sure, increased traffic is one of the end goals to SEO, but it’s not the end-all-be-all. An effective natural search strategy will require quality content – the kind that readers will want to post and share. Google and the other major search engines are taking measures to reward relevant content by looking at factors such as the person writing the material and how it is being shared.

That means a few things for businesses. The first is the dedication to invest the resources necessary to create quality content. Second, is the patience to commit to a search strategy long term. SEO efforts will not pay off overnight, but few things in business (and in life) that are worth doing will.

The results of SEO efforts are accumulated over time and they tend to be durable. A high search ranking will continue to pay off for months, even years, via the traffic, referrals and sales that it can help produce. But a business has to be ready to work to make it happen.

Bio: Danny DeMichele has been building and managing online businesses for the past 14 years. He recently sold his search engine marketing agency, eVisibility.com, to LSF Network, Inc., a top 20 private digital agency in the U.S. Danny is currently the CEO of Incubate.com, a digital marketing agency specializing in all things web.


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