When should you start search engine optimisation?
Search engine optimisation (SEO) can be a crucial tool to ensure long-term, organic growth. However, it does not provide an immediate return on investment in all business situations. In this guide, we review when it's a good idea to get started with SEO, and when it's better to start with other marketing channels.
What are the basic conditions for effective SEO?
- Adequate web infrastructure: Having your own search engine friendly website is essential.
- Time and patience: SEO does not deliver results overnight. You should plan ahead for at least 3-6 months.
When is SEO not a first choice?
- Business models that require a fast return on investment: For example, for startups, new apps, advertising or PR may be a better first choice.
- A very narrow B2B target audience: Where procurement is not by search but by recommendation or tender.
- Closed or non-public activity: SEO is not a relevant tool for e.g. investment funds, hedge funds.
When it really makes sense to think about SEO
- If there is already demand: Targeting audiences through organic search.
- If your goal is long-term cost-effective customer acquisition: SEO can reduce the costs of other channels over time.
- If you're thinking about branding: A regular presence in the search engines increases professional credibility.
Choosing an SEO strategy: which way to go?
On-site SEO vs. Off-site SEO
- On-site SEO: You should focus on this if your website is already generating steady traffic. Keyword strategy, content development and technical optimisation are the main directions.
- Off-site SEO: Useful for a new website or an unknown brand: building credibility through link building, PR and external exposure.
Measurement criteria
- For off-site focus: Number of links, quality of links and mentions of the brand.
- For on-site: Organic traffic, keyword rankings, conversion rates.
Summary
SEO can be an excellent tool for growth - if used at the right time and with the right strategy. Think about where your business is and which channels can create the most value now. SEO really pays off when you plan for the long term.
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