"Search Engine Optimization" (SEO) continues to remain one of those areas that are still a puzzle for entrepreneurs and business owners, both new and established across the web.
It isn’t because there is a lack of information about SEO, but there is way too much information floating about, and a lot of it inevitably is misinformation.
One of the most damaging pieces of misinformation that keeps making an appearance at regular intervals is that SEO is dead, that investment in SEO is a waste of resources, and that it will soon become redundant.
It is understandable for new businesses, eager to cut costs wherever they can, to fall quickly for such misinformed bait.
Even established companies are not above the temptation to cut back their expenses at the first available chance. It is because SEO is a slow manifesting resource that it is an easy target.
This is especially true for non-e-commerce/tech-oriented companies, particularly in countries like India where, despite the recent digital revolution, there are pockets where the proliferation of e-awareness is still limited.
"SEO however, is not dead."
It is in fact, much more robust and essential in the present marketing and business landscape across the world. Here are three of the most important reasons why you should make a wise and conscious investment in SEO, irrespective of the kind of company you are.
Search Engines occupy a significant market share, which is growing every day. It doesn’t matter whether you are an e-commerce company, a tech startup or a spa; chances are people are going to Google before opting for your services.
And it is not just a matter of how well reviewed your services are. It is also about being found when someone searches online for the services you offer.
Organic search traffic matters and matters a lot.
An intelligent, well thought out SEO strategy, coupled with excellent user experience, is bound to get you higher traffic, and in turn, a more significant number of potential business leads. SEO is essential if you want to stay ahead of increasingly aware and evolving competition.
Investment in SEO may not seem to give you immediate returns. But it is an essential long-term investment that you must make if you want to stay in the game.
SEO is cost-effective
Compared to most business investments, ROI for your investments in SEO takes time to become apparent. However, don’t be fooled and don’t get thrown off by the seemingly expensive upfront costs that SEO demands.
Ultimately, in the context of all other forms of online and social media marketing, SEO has been known to provide a reasonably good ROI.
SEO is your gateway to better organic search traffic, referral traffic, much higher visibility, and a viable brand reputation.
Moreover, the best part is, if you continue to invest in SEO, the value it generates doesn’t remain static. It keeps growing and compounding across all the verticals that it impacts.
The search engines are getting smarter. Your SEO needs to be smarter too.
One of the reasons why the whole SEO is dead thing keeps popping up now, and again is because search engines like Google are: evolving at breakneck speed; getting better at evaluating the content quality and user experience; not to mention their increasingly sophisticated ranking systems that seem to eliminate the possibility of gaming the system.
The point is, none of this means SEO is dead. The SEO techniques continue to remain sound and practical. In fact, with the proliferation of alternative digital devices like mobiles and changes in user behaviors, SEO has become more relevant than ever.
However, one needs to understand that SEO in the current context cannot and will not work as a throwaway tool. There has to be a consolidated strategy where SEO techniques are aligned with the good, useful content and excellent user experience.
Ultimately, SEO is not about gaming the system. It is about getting the maximum out of the system through increased visibility, accessibility and brand reputation. An investment in SEO needs to be smart, aware, and dynamic.
A most importantly, it needs to be in tune with the changing search engine landscape. With a brilliant strategy, and a little bit of patience, your effort is bound to pay off when it comes to SEO.
What remains undisputed is that SEO is a must in the present times and all business owners are bound to find themselves better off with an investment in SEO than without.