Is SEO right for your business?

Most business owners react like I did when I first heard about the idea behind search engine optimization: “That’s cool! I want that!”

The fact is, there’s a lot to be gained from a good SEO campaign:

• SEO is measurable. Many companies are still advertising in trade journals, the Yellow Pages, and even on radio and TV. That might work, but it surprises me how much money companies spend on these channels without the ability to measure success. SEO, like other forms of digital marketing, can tell you precisely what you’re getting from your marketing dollars.
• SEO is an investment in your website. Although it can be slow to start, once it reaches optimal efficiency, it can deliver significant returns on your investment.
• SEO partners well with other marketing channels. A good SEO campaign can help build a brand, expand your social media reach, and develop a successful email list. It works even better when paired with a PPC campaign.
• SEO can help many businesses. It can not only help B2C-oriented businesses but might even work better with B2B companies.

However, I’m an SEO consultant telling you that SEO is not the right solution for every business.

Let me tell you a story to explain.

When I drive home each day, my route takes me past this old, run-down gas station. It’s hard to tell if it’s still open. It’s not a place you’d stop unless you were really running on fumes. Outside this small store is an old sign with movable type declaring to all who pass by, “We sell hot dogs.”

What does this have to do with SEO?

SEO is not the right solution if no one’s looking for your service.

When I drive by this gas station every day, I’m on my way home from work. Because I love to cook, the first thing I do when I get home is turn on the oven in preparation for whatever meal I’m going to cook. It might be close to dinnertime when I’m driving by the gas station, but I’m not looking for a hot dog.

The same thing is true for search engine users. If no one’s looking for what you have to offer, no amount of SEO will help your business. Before you begin an SEO campaign, you must understand how your potential customers look for you. The fact is, in some industries, people don’t turn to search engines for help. This phenomenon is true for niche industries or new products or services. In these cases, you need a marketing channel to build credibility (for the niche) or increase demand (for the new).

Being the top search result doesn’t guarantee people will buy.

This gas station is the only one around for at least a few miles in any direction. Frankly, it’s the only building around for a few miles. Despite this, I don’t think they sell a lot of hot dogs.

The same is true for search engine users. Being #1 for your favorite term doesn’t guarantee your business will actually benefit from it.

Sometimes, clients get excited when they see themselves at the top of the search engine results. “Yippie,” they shout excitedly, “I’m number one for blue widget manufacturers in Podunk, IA.” Congratulations—you’re the only gas station in a 5-mile radius selling hot dogs. I don’t want to discourage their excitement, but there’s a lot more work to do.

Sometimes, being number one in the SERPs doesn’t help because people aren’t using that phrase in their search. Many of my clients have been true experts in their fields. They are so knowledgeable about their industry that they forget people don’t always use the technically correct phrase to describe their product or service. Congratulations, you’re the only gas station for miles that sells “tube-shaped processed meat sticks.”

Sometimes, you must improve your infrastructure before beginning your SEO campaign.

Here’s a secret: despite my best attempts at controlling my caloric intake, every once in a while, I’ll stop and buy a hot dog on the way home from work. I don’t stop at this gas station, however, but the shiny new QT up the road. I love QT- not only because of their prices but because the business gets me in and out quickly. Even their cashiers are rushing to make change to get me back on the road.

Why don’t I stop at the station actively trying to sell me hot dogs? Because it’s a hole. I don’t trust their hot dogs—I can’t help but think they’ll make me violently ill. It’s not a safe place to stop. And, like I mentioned earlier, I’m never sure they’re open.

Is your website the same as this little gas station? Does it look like (or was it, really) designed by your niece when she was in High School? Does it build trust and confidence in your services and brand? If your website looks like junk, even if we were to successfully drive search engine traffic there, would anyone trust you enough to contact you for your services? If not, perhaps you should get a new website first.

Now, by saying this, I’m shooting myself in the foot. I don’t build websites. I’m an SEO consultant. That being said, if your website looks as bad as a run-down gas station miles from anywhere, be sure to bring your SEO consultant in on the website build to ensure it looks better and is built to serve your customers.

I know SEO sounds like a terrific way to attract more business. However, before hiring someone to help “SEO your website,” ensure it’s the right solution for your marketing needs.

How do you know if SEO is right for you?

1. Google tells us how people are using their search engines. Specifically, they tell us what phrases people use as they search and how many people search for each phrase a month. This technique is called “keyword research” and is essential before you start any SEO campaign. Many marketing companies will do this, at least briefly, before you commit to work with them. Be forewarned, however, that sometimes people (salespeople) are incentivized to sell to you whether this is the right solution for you- so be critical of their research and ask lots of questions.
2. Give Paid Search a try first. Hiring someone to manage your Google Ads (or even Microsoft Ads) account for you will help you find how people might look for you and how likely these people are to convert (contact you or buy a product) when they visit your website. This strategy will also help you know if others find your website trustworthy.
3. Talk with your current customers. Do they use Google? Would they trust a search engine result if they sought your service? Some industries are still old-school and wouldn’t trust Google. Sometimes, customers wouldn’t even know how to search for what you have to offer.

SEO is a great marketing channel. However, before you engage in a campaign, make sure it’s right for you.