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Is SEO The Right Investment For Your Business? 5 Questions To Ask Yourself

-- MarkGriffin - 04 Oct 2024

Let’s not sugar-coat it—SEO can be a significant investment, both in time and money. Whether you're a small business, startup, or a well-established company, you've probably heard the term SEO thrown around like it's a magic solution to all your marketing woes. But the reality? SEO is a commitment. Before jumping in with both feet, there are a few questions you need to ask yourself to see if it's the right fit for your business.

In this post, we're going to break down five essential questions you should ask before deciding if SEO is worth your investment. Because let’s be honest—SEO isn’t for everyone, and that’s okay. But if you take the time to think it through, you’ll know if it’s the right move for you. Ready to dive in? Let’s go.

1. What Are Your Long-Term Business Goals?

Here’s the thing—SEO isn’t a quick fix. If you’re looking for immediate results or expecting a flood of customers to find you on Google overnight, SEO might not be your answer. SEO is a long game, one that takes months (sometimes years) to really pay off. It’s about building credibility, authority, and trust with search engines—and that doesn’t happen with the flick of a switch.

Now, if your business goals align with long-term growth, SEO can be a smart investment. Do you want to build a steady stream of organic traffic over time? Are you looking to become a trusted source in your industry? If so, SEO could be exactly what you need.

But if your focus is on quick wins, paid advertising might be more up your alley. SEO is about planting seeds that grow into strong roots—it takes time and patience.

Pro Tip: If you plan to stay in business for the long haul, SEO can help you build a foundation that pays dividends in the future. Short-term goals? Maybe reconsider.

2. Do You Have the Time and Resources?

SEO isn’t a “set it and forget it” solution. It requires continuous effort—optimizing your content, building backlinks, monitoring your website’s performance, and staying up to date with Google’s ever-changing algorithms. So, here’s the big question: Do you have the time, resources, or team to handle it?

Many small businesses make the mistake of thinking SEO is a one-time project. But in reality, it’s an ongoing process that needs regular attention. Are you willing to invest in a team or outsource to professionals who live and breathe SEO? If you don’t have the bandwidth to commit to it long term, it might not be the right strategy for you.

But don’t worry, you don’t have to do it all yourself! Many SEO agencies and experts can handle everything from keyword research to technical SEO audits. Just make sure you’ve got the budget for it because quality SEO services aren’t cheap.

3. Is Your Audience Searching for What You Offer?

Not every business needs SEO. Shocking, right? Well, it’s true. Before diving into an SEO strategy, you need to figure out if your audience is even searching for what you offer online. If your product or service caters to a niche market that isn’t using Google to find what they need, SEO might not be the best use of your resources.

Let’s break it down. Imagine you’re a local bakery that specializes in artisanal sourdough bread. People are likely searching for bakeries near them or even recipes online. SEO makes sense here because people are actively Googling things like “best sourdough bakery near me” or “sourdough recipe.”

But, if you’re selling highly specialized B2B software that only a handful of companies need, it might be harder to rank for highly specific keywords. Sure, SEO could still help, but you might want to weigh it against other marketing efforts like direct outreach or targeted ads.

Pro Tip: Do a little keyword research before diving into SEO. Are people searching for the types of products or services you offer? Tools like Google Keyword Planner or Ahrefs can give you insights into search volume and competition.

4. Can You Wait for Results?

Here’s another biggie—SEO takes time. If you’re in a rush to get results, SEO might not give you the immediate return on investment you’re looking for. You’ve probably heard horror stories of businesses investing in SEO for months with little to show for it at first. That’s because SEO is all about building momentum over time.

In fact, according to Ahrefs, 90.63% of content gets no traffic from Google at all. And it’s not because the content is bad—it’s because SEO is about strategy, consistency, and patience.

If you’re someone who needs quick results (maybe you’ve just launched a new product, or you have a seasonal business), paid search or social media ads might be a better fit in the short term. SEO is great for building long-term traffic, but it’s definitely not a quick win.

Pro Tip: If you can wait 6-12 months to see significant results, SEO can pay off massively in the long run. Just be prepared for the slow burn!

5. Are You Prepared for Competition?

Here’s the reality—SEO is competitive. Every business is fighting for those top spots on Google’s search results page. If your industry is highly competitive, SEO can feel like an uphill battle. But it’s not impossible! It just means you need a solid strategy, a strong focus on quality content, and a willingness to play the long game.

If your competitors are already investing heavily in SEO, you’ll need to outwork them with better content, more backlinks, and a stronger technical foundation. And let’s be clear: SEO isn’t just about keyword stuffing or trying to game the system. Google’s algorithm is smart—it rewards websites that provide value to users.

So, ask yourself: Are you ready to compete? Because SEO requires dedication, creativity, and persistence. If you’re prepared to invest in a smart, well-executed strategy, you can absolutely outrank your competitors over time.

Pro Tip: Don’t just copy what your competitors are doing. Find ways to stand out—whether that’s by offering unique content, focusing on local SEO, or building a more user-friendly site.

What’s the True Cost of SEO?

At this point, you might be thinking, Okay, but what’s this really going to cost me?. The cost of SEO varies widely depending on the size of your business, the competitiveness of your industry, and the scope of your strategy.

If you’re a small business, you might be looking at a few hundred pounds a month for basic SEO services. On the other hand, large enterprises could be spending thousands each month on comprehensive SEO campaigns. The important thing to remember is that SEO is an investment, not an expense.

One study from Backlinko found that it takes about 2 years for a page to rank in the top 10 of Google, with the average page one ranking being around 2 years old. This underscores the fact that SEO requires consistent investment over time.

SEO Alternatives: What Else Can You Do?

Let’s say you’ve gone through these questions and decided SEO might not be the right fit for your business. That’s totally okay. There are other ways to drive traffic to your website and grow your business.

PPC (Pay-Per-Click) Advertising: If you need fast results, PPC campaigns can get you immediate traffic. You’ll pay for every click, but it’s a great way to drive qualified leads while you’re waiting for your SEO efforts to kick in.
Social Media Marketing: Platforms like Facebook, Instagram, and LinkedIn allow you to engage with your audience directly. While organic reach on social media has been declining, paid social ads are still a great way to target specific audiences.
Email Marketing: Building an email list is one of the most cost-effective ways to nurture leads and keep customers coming back. While it won’t drive organic traffic like SEO, it’s a fantastic way to build long-term relationships with your audience.

Pro Tip: SEO isn’t an island. It works best when integrated with other digital marketing strategies. So, even if you decide to invest in SEO, don’t neglect other channels.