Does your business really need SEO? Where should you invest your marketing dollars?
This is a question that every local business owner asks themselves. 5 years ago, SEO was just an afterthought. Business owners weren’t entirely convinced that SEO or working with a SEO company should be part of their marketing strategy. I personally spoke with hundred of local business owners that we’re aware of what SEO exactly was. There was a lot of confusion and 2nd rate SEO companies in this space, not to say there still isn’t but Google has done a good job of helping us separate the good from the bad.
In today’s world, SEO is top of mind for almost every local business owner. The question is…Does your business need SEO? The short answer is yes, with 96% of PC owners conducting local searches and 78% of local mobile searches ending in a purchase offline, we can safely say that search marketing should be part of your strategy. While data shows us that search is growing and organic clicks outweigh paid clicks, you need to look at your own business to determine if SEO is right for you today.
First look at your marketing budget, where are your dollars best spent. If you have a small marketing budget, SEO may not be the best fit for you. SEO takes time, if your not an established business with a decent marketing budget, you should invest those dollars into Pay Per Click (PPC) which will give you a quicker ROI. It can take a number of months to see a return on SEO where as with Pay Per Click, you can get yourself to the top of the search engines tomorrow by correctly bidding on keywords that are relevant to your business. Rather than wait for SEO to pay off, start with PPC and begin SEO as you start to build revenue and increase your marketing budget.
If you are an established company that is already doing a number of things for advertising, SEO should be an important part of your marketing budget. If you are not investing in this area for your business, I can tell you that you are missing leads that your competitors are.
In the end, you want to have a strong search campaign of both SEO and PPC. They compliment one another and offer you more opportunities to be found of the first page of the search engines