When it comes to building a successful online presence, Search Engine Optimisation (SEO) often takes centre stage. But is it really the ‘be-all and end-all’ ? We often hear a lot of talk about the dark art of SEO, how complex it is, and how it can produce fantastic results on your website. Whilst some elements are true (it can be complex, for example), there are a lot of misconceptions about SEO and the results it may deliver.
SEO is an essential part of any successful marketing strategy. However, it's important to recognise that SEO is a 'long game' that requires patience and persistence. If you're looking for immediate results, SEO may not be the best choice.
One reason SEO is a long term project, is that it involves building authority and trust with search engines. This can take months or even years of consistent effort to achieve. These authority and trust building strategies can include:
- User experience optimisation: creating high-quality, unique, and relevant content that provides value to the audience. Plus clear calls to action, encouraging users to take action and making it easy for them to do so.
- Technical optimisation: including making sure that your websites' structure is easy to navigate, that it loads quickly, and that it's mobile-friendly.
Additionally, SEO won't deliver immediate results because search engine algorithms are constantly changing. What works today may not work tomorrow, and it can take time to adapt to these changes and find new strategies that work.
Depending on your business goals, target audience, and industry, there are numerous other strategies that can drive results, some of which may not rely on traditional SEO at all.
For instance, an e-commerce store can rely heavily on direct traffic – whether that’s through customer referrals, influencer partnerships, or social media campaigns. In these cases SEO might not be the primary focus, as brands are able to build awareness and generate sales/business through other sources. Direct traffic from existing customers can often create higher conversion rates than organic traffic, especially when it is combined with building customer relationships.
Alternative traffic sources such as paid advertising (Google Ads, Facebook Ads etc), social media campaigns, and email marketing can also play a huge role in increasing brand awareness and driving users to your site. Paid advertising allows for immediate visibility and can be tailored to target your specific demographics, while social media campaigns provide a platform to communicate directly, and email provides a channel to nurture relationship and boost sales.
That said, it’s important to weigh up your options – what works for one person may not work for another. SEO is highly competitive, so depending on your industry and target keywords, you may be competing with hundreds or even thousands of others for top rankings. This means that even with a solid strategy and consistent effort, it can take time to see meaningful results.
Although SEO may not deliver immediate results in the short term, it's a critical component of any long-term marketing strategy. By investing in SEO alongside your other marketing activity, you can build a strong foundation for future success and create a sustainable source of traffic and leads for your business.
Read our next blog Should I do SEO myself or hire someone? to decide which works best for you.