A search engine optimization campaign, if implemented properly, can do many wonderful things for your business. It can help improve your brand visibility in the search engines and online overall in order to bring more targeted traffic to your site. An increase in visitors to the site will generate more conversions including sales, leads, calls, and more.
However, an SEO campaign will only be worthwhile if your business has a solid foundation and if the people visiting the website have a good experience overall with your company. If your business is struggling, SEO isn’t going to be a magic fix. SEO works best for the companies that have their “stuff” together. SEO won’t change any of the following factors:
Your website isn’t great
While SEO and website design are different marketing functions and are often performed by different parties, they work together in an important way. An SEO campaign is designed to generate targeted traffic to the website from organic search. However, once the visitor lands on the site, it’s the quality of the site that determines whether they will stay on the site and eventually take action, such as making a purchase or filling out a lead form. If you’re going to invest in SEO, you better be sending your traffic to a high quality website. If you’re not, you’re essentially spending money on an SEO campaign that is going to waste. And on the other hand, if you’ve spent a lot of money on an awesome website, doesn’t it make sense to invest in SEO in order to generate as much traffic to it as possible?
You’re in an extremely competitive market
Before starting a business it’s important to do a competitive analysis and determine what will separate your business from the rest. What is your USP (unique selling proposition)? If you don’t have one and you are just like everybody else of course you are going to find it difficult to grow your business. Implementing an SEO campaign isn’t going to result in a quick boost in sales because it’s likely that everyone else in the industry is also involved in SEO and probably has been for awhile now. This doesn’t mean that you shouldn’t invest in SEO, it just means that you need to be realistic in a competitive market. It can take years and a lot of work to show an improvement in rank for competitive keyword phrases.
You’re not investing in your business
Operating a business is a big investment of time and resources. Especially if the business is new, you need to be willing to spend the money to get it up and running and to market it properly. When it comes to running a good business, you can’t be stingy. If you don’t hire a good staff it will be difficult to get the company to grow. SEO isn’t going to change anything about your business internally.
You’re not focused
What does your business offer? It should be able to fit into a specific niche. You don’t want to offer too many products or services that are dissimilar from one another. That can result in brand confusion. Instead of trying to throw everything at the wall to see what sticks, choose to offer a few things. It’s better to do one thing or a few things well than to spread yourself too thin and only do everything “OK.” If your business isn’t focused it’s impossible to focus your SEO efforts which means that you will have a decent amount of search traffic that will never convert.
You can’t expect business success overnight. You can’t change your business model every few months because what you’ve been trying doesn’t seem to be working out. The key is to be consistent over time. Once you’ve established your business, work hard at it instead of giving up and going on to the next thing. Invest in SEO but understand that it’s going to take some time to see results. Slow and steady always wins the race.
If you’re going to invest in SEO, the first step is to ensure that it will be supporting a sound business model. If you’re at all unsure of the direction the business will be taking or there are other internal elements of the business that need attention, it’s best to focus on those areas first before starting an SEO campaign.