Do Not Spend Money on SEO

by Al Loise

Jan 24, 2014

SEO, or Search Engine Optimization, is often treated as a panacea, or cure-all for whatever ails their business. After all, SEO, when done right, can bring gobs of relevant, qualified visitors to your website and connect buyers with sellers at the moment when they are looking to buy or research to buy. SEO can dramatically bring increase revenue, while at the same time drastically lower the average cost of acquisition of new customers.

SEO, however, does not make sense as a business strategy if any of the following can describe your business. Do not spend money on SEO if any of the following apply to your business:

1. Your Website REALLY Needs a Redesign:

Website development has advanced tremendously over the past few years. Internet consumption on mobile devices (including tablets) has exploded over the past few years. Google has publicly acknowledged that user experience, including website speed, plays a role in its algorithm. In addition, Google uses mobile experience to rank sites differently in mobile searches. The takeaway here, is that if your site is old, bloated, and renders poorly on mobile or tablet, investing in SEO won’t deliver as strong of results as if your site was quick, up to date and mobile friendly.

2. You have no social media presence:

Link building and increasing the authority of your website is still VERY important for SEO. However for a few years now, the search engines have begun using social media signals as a factor in rankings. Links, meaning other websites linking to your website, has long been an element of “proof” that your website is an authority for your topic and worthy of being viewed. Now, different social media networks can provide the “proof” that the search engines are looking for. In addition, SEO is in one sense about increasing your presence on the web, and appearing on relevant social networks is a great way to do so authentically. In addition, regular engaging blog posts that are pushed through your social media channels, are a great traffic driver, keeps fresh content on your site, and allows potential customers or strategic partners to link back to your content.

3. You aren’t ready for more traffic

Ever fill out a “contact us” form and never hear back from a company? It actually happens quite frequently. As a business owner, if you can’t handle a small stream of inbound inquiries from your current un-optimized website, you certainly won’t be able to adequately follow up on increased inbound inquiries from the increased relevant traffic that SEO can bring. B2B businesses need to have systems and processes in place, whether it’s CRM or marketing automation, to follow up on inquiries. Similarly, if you have an ecommerce site and you struggle to fulfill a small number of orders, an increase in orders that may come from SEO may overwhelm your business.

In conclusion, SEO is a great way to increase web traffic and increase revenue, but business owners need to be aware that it does not operate in a vacuum: in conjunction with other departments and teams in your company, SEO can be a successful strategy for your business.


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