How to assess whether your business actually needs SEO or not?

seo-yes-or-no

Search Engine Optimization has become a common practice in the world of online business. Ever since businesses have been considering the online shift, SEO has been one of the core practices that they like to abide by.

But, it is not necessary for every business that they require the same SEO practices that other brands are using. For example, A and B are two companies under the same industry vertical. Each company is a close competitor of each other. A goes for an SEO campaign that starts generating results. B, feeling left behind and also under threat of having to lose out to A, goes for the same campaign that A is implementing. Guess what happens? B doesn’t see the success that A has been achieving. Surprised? Don’t be! It is how things work.

No two companies can actually use a copy-paste SEO campaign of one another, simply because no two businesses are the same. This brings us to the most important question that all you digital entrepreneurs out there are seeking answers for. “Do I need SEO?” and if so, then, “How do I know when to opt for SEO services?”

Business Objectives
business-growth-chartIdeally, before you even start to ponder about whether you need SEO services, it is crucial for you to ascertain what your business objectives are? if you are already dominating the market in your industry vertical or have a brand that commands authority and has a strong visual presence then you may not require a heavy dose of SEO practices.

In this type of situation, you would ideally be going for SEO only if you want to expand your market reach and audience base to double your standings, or the fact that you have a new range of product or services or even a brand that you want to target to a whole new location and audience base.

Also, on the flipside, if you ‘re losing out business despite having a good website and service range, then you may want to consult the experts, so that they can analyze your business needs and create a strategy that works for your business.

However, in both types of situations, the first criteria that you must assess and address is the objectives and goals of your business. Without this primary step, no amount of SEO, SEM, or SMO will be able to fully help you or your business.

Financial Constraints
squeezed-piggy-bank-Financial-ConstraintsSEO should be considered as a long-term investment. You can not expect to push in a bulk amount of money expecting your goals to be met within a month or so. Agreed, that there are many agencies that claim they can quickly optimize your brand and website, but given the usual trend of “questionable practices that Google penalizes, it is best to do a thorough research on the agency that you are hiring for your job.

SEO is not just for the big businesses who have tons of money to spend without creating a dent in their annual revenue bucket. SEO services come in various shapes and sizes, with the campaigns flexible enough to cater as per your requirement as well as budget.

Therefore, should you feel the need of SEO, you should allocate a certain amount of budget that you can invest for a long term (4-6 months minimum). If you feel that your business is not capable of bearing that burden at a given point of time, you could consult the experts and they will provide the best possible solution that can be catered within your budget.

Assess your performance (Business wise)
Understanding how your business is doing on the web, is important before heading out to your nearest SEO agency. The more information you have regarding how good or bad your website is doing will eventually help the agency experts in recommending you the best way ahead.

Simply put, if 2 companies vis-a-vis, A and B approached me with variable details pertaining to their business and performance; for instance- A said that their website has been on a downward trend for the past year and they are losing business and have no idea, what is causing them the loss.

B reported, that their website is doing fine in their primary domains of business’ however, their secondary target sectors are not doing up to expectations and their business keywords aren’t ranking as expected.

In this case, I would be able to provide a quicker recommendation to B as compared to A because I have a focus area in the context of B (Keyword, secondary target domain, etc.) Whereas for A, I need to sit down and do a thorough analysis of their website, past trend and identify what is causing them the loss.

Hence, the more homework you do before approaching an SEO agency, the better your chances of having a fast, accurate and timely solution.

These are not the only considerations for approaching and assessing your business needs for an SEO campaign. However, any assessment based on these three consideration points, can make you eligible to go out there and hire the best SEO agency that you want, should you deem it necessary for your business.

Dilip Rajpurohit

Dilip Rajpurohit is a Digital Marketing, MarCom and Branding Strategist with years of experience managing various IT platforms like Development, Designing & Marketing and working across a wide variety of industries with a search, analytics, social media marketing background. ; to learn more about him, you can find him at SEO4World and follow him on Twitter @SEODilip4u and join him on Facebook as well.

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