I was talking with a potential client the other day who I found out later did his own SEO for his website. His SEO consisted of submitting his website to search engines using a free tool and updating his website with fresh content on a regular basis via a blog attached to his site. I tried to tell him that there were other things that he could be doing to help improve his site but he wasn't hearing anything that I was saying and then he told me, "your SEO is just a waste of time. I get plenty of visitors to my website".
I walked away from that meeting wondering if I was just wasting my time and my client's money. Was SEO dead and should I go back to affiliate marketing as the core of my online business? Maybe I was just taking this guy's words too seriously but this is just the way I am. I'd rather consider someone's opinion and mull it over in my mind before branding them a crackpot or psycho.
So, I sat down and took another look at this guy's site. I created a list of the logical keywords that he should have been trying to rank for given his location and type of business. A quick search found that somehow he was ranking on the first page for one of his keywords. For the rest, he was nowhere to be found. But how could he be bragging about how he didn't need SEO and that he was getting plenty of traffic to his website? How was he ranking so well for this one keyword? Had he even done any keyword research? Could he replicate the same success that he found with that one keyword for any of these other buyer keywords that could potentially bring him more business?
Chances are that he had simply been that proverbial blind squirrel that found the nut. Chances are he didn't know was he was missing out on. Maybe his visitors to his site were just people that already knew who he was. And while his site was sitting on the first page for one keyword, all it would take would be one algorithm update and he would be gone.
I found no delight in proving this guy wrong. I was actually kind of sad for him. He might never know how powerful a website can be for his business. He might never know what potential that website held. Even though the monthly investment of money or effort, if he decided to do the SEO work himself, would never be considered because he already had it inside his head that SEO was a waste of time.
While there are many small business owners that feel the same way that this small business owner does, a good SEO person will show you the return on investment and help you decide if SEO is a worthwhile way to promote your business. After all, if you're selling widgets that only earn you a nickel profit, there's no sense in spending the money on a website and SEO work unless that website can bring you in thousands of new customers daily.
While SEO might not be for everyone or every website, it certain is not dead and it's far from being a waste of time. Even though you, the business owner, are the one that makes the final decision, someone with the knowledge and expertise in search engine optimization can show you what you and your business can expect from an SEO campaign.
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