Let's have a frank conversation – SEO isn't a one-size-fits-all solution for every business. In this discussion, we'll look at five situations where SEO might not take the spotlight in your marketing strategy.
The Bold Claim: SEO as a Potential Time-Drainer Here's a daring assertion: SEO could, under certain circumstances, be a time-drainer. Yes, you read it right – the "could" is intentional.
In the vast expanse of digital marketing, finding that universal solution is no easy feat. It's your responsibility to pinpoint a marketing channel that genuinely aligns with your business goals. With that in mind, plunging headfirst into SEO might not always be the default choice for every business.
As providers of SEO services tailored for small businesses, we exercise discernment – choosing clients we can genuinely assist, especially those in the sweet spot for organic traffic and content marketing.
Understanding the SEO landscape
Is SEO a Must-Have for My Business?
While technical SEO holds its importance, things change when we shift our focus to content SEO.
Typically, when we talk about SEO, the discussion revolves around keywords and blogging. However, technical SEO, encompassing aspects like crawl-ability, sitemaps, and link health, often lurks in the shadows. Not the most thrilling topics, but they form the bedrock for making your website easily discoverable. After all, every business aspires to be found online, even if just by its name.
If customers actively search for your company online and encounter hurdles, that's a red flag.
Creating content with SEO in mind doesn't always steal the limelight. Beyond your company name, the urgency to rank for additional keywords may not be that compelling.
While SEO has demonstrated its prowess in boosting website traffic and sales, it's not the sole driver. For some businesses, it might not even be the most effective route.
SEO is a tool, not the entire marketing toolbox. Relying solely on it is not our recommended strategy. Entrepreneurs should understand their customers' decision-making processes to choose the right marketing tools.
Situations Where SEO May Not Shine:
Skip SEO when you're not easily searchable.
Think of it like this – I'm a coffee enthusiast, embarking on a quest for it in every new city. A simple “espresso near me" query into Google, and presto – coffee in hand within half an hour.
My effortless search stems from knowing precisely what I want and using the right words. Search engines thrive when users have a clear goal.
For products, services, or ideas that are new or unknown, search engines might not be the hero you need. Investing in other marketing strategies to educate and raise awareness becomes crucial. Customers must be familiar with the product before actively searching for it.
Avoid SEO when your customers don't search online.
Keep "online" in mind when contemplating how your customers discover things.
Consider their decision-making process, their reliance on the internet for information, and whether the person contacting you is the ultimate decision-maker.
Some customers lack the inclination or patience for online searches. For instance, someone buying a luxury home might prefer referrals over online searches.
Others may not habitually search for products or services online, especially the technologically unsavvy older demographic who prefer print listings and advertisements.
Certain customers avoid online purchases, as seen in the food manufacturing industry's reliance on trade shows and certified associations.
While content may have a role, it's not always the primary sales driver. Despite challenges, creativity can be the secret sauce to make content effective in lead generation.
Steer clear of SEO when you need quick results.
Patience is key, especially in SEO.
You'll need at least six months before seeing results. The timeframe varies based on your website's age, condition, previous SEO efforts, content volume, link profile, and other factors.
For products with time-sensitive offers, planning and executing a content marketing strategy at least a year in advance becomes a necessity. In most cases, this proves impractical.
Focus SEO efforts on pages with lasting relevance. For short-term offers, turn to alternative marketing avenues like social media, email marketing, or online advertising.
Avoid SEO in highly competitive markets.
Drawing parallels from my time in London, where a street had several shops selling similar products, with businesses folding and new ones emerging cyclically (just look at Oxford Street).
Would you replicate this strategy? Selling where competitors abound?
Instead of joining them, consider exploring different approaches. For smaller businesses facing entrenched online competition, surpassing them in the SEO arena proves challenging, protracted, and costly.
Opting for an unexplored niche offers respite. Identify trending topics or content gaps in your industry. Utilise tools like Google Trends and Exploding Topics, coupled with direct interactions with customers and industry insiders.
This untapped niche could be your ticket to a flourishing SEO strategy. Seize the opportunity before others, or venture into alternative marketing channels.
Refrain from SEO when resources are limited.
A common myth suggests that SEO is a one-time investment ensuring perpetual website excellence. Or that a mere £100 monthly fee to an agency guarantees the top rank across all keywords.
Regrettably, these myths are far from reality, much as I wish otherwise — life would be simpler!
In truth, a robust SEO campaign transcends keywords and meta tags. It necessitates a team comprising content writers, a website designer, a developer, and a strategist with analytics acumen.
Quality SEO mandates continual upkeep to navigate algorithm shifts and sustain rankings. A high-performing website demands a multidisciplinary team and professional SEO services, an investment not to be underestimated.
In the UK, SEO costs range from £500 to £10,000 per month for larger projects, with a gestation period of 3 to 9 months to recoup fees.
In the absence of resources to engage a reputable SEO professional, it is prudent to defer until financial capabilities allow.
Alternatives to SEO: A Digital Path Ahead
If you've reached this point and decided that SEO isn't right for your business, several digital and scalable alternatives are worth exploring. As Gary Vaynerchuk says, the best time for business is now, with online possibilities perpetually evolving and expanding.
In conclusion, while SEO has its merits, it's not a one-size-fits-all solution. Understanding your business, your customers, and the intricacies of your market is key. So, whether you choose the SEO path or explore alternative avenues, make an informed decision that aligns with your unique business needs.
Want to learn more about how to grow a thriving business, head here: Digital Mastery -building an effective strategy