As much as I love SEO, I’ll be the first to tell you – it’s not for everyone. Some businesses just won’t benefit from traditional SEO strategies, and that’s okay. Take a nail salon, for instance. Their clients aren’t spending days researching where to get their nails done. They’re making quick decisions based on location and reviews.
But for many service-based businesses, SEO can be a game-changing investment. This episode I share insights on exactly who needs SEO and how to know if you’re ready to implement it in your marketing strategy.
Resources
- SEO Power-up Plan
- Measuring the Value of SEO
- Choosing the Right Digital Marketing Agency
- Useful SEO Goals
- Website Redesign SEO Checklist
- Digital Marketing Tool – Pocket
- Other episode recommendations
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Who Actually Needs SEO?
1. Businesses Operating Beyond Their Local Area
Web designers, copywriters, and graphic designers thrive with SEO because their potential clients could be anywhere. These businesses benefit from content that showcases their expertise and processes, helping them stand out in a broader market.
2. Businesses with Longer Sales Cycles
Consider a business coach offering a $5,000 six-month program. Their potential clients need multiple touchpoints before making a decision. They’ll likely read blog posts, case studies, and service pages before reaching out.
3. Specialized Expertise or High-Ticket Service Providers
Financial advisors specializing in estate planning are a perfect example. Their clients need to verify expertise before investing and often require extensive research to understand the service value.
4. Services That Clients Research Before Buying
Wedding photographers charging $5,000+ per event fit this category perfectly. Their clients compare multiple options, review portfolios, and read about different approaches before making a choice.
5 Signs You’re Ready for SEO
If you recognize your business in any of these signs, you might be ready to implement SEO:
- Your website looks great but isn’t bringing in leads
- You’re tired of relying solely on social media or referrals
- Your ideal clients need time to research before buying
- You have a clear service offering and target audience
- You’re ready to invest in long-term sustainable growth
DIY vs. Professional Help
DIY Time Investment
- Content Creation: 4-6 hours minimum monthly (can increase to 10-20 hours weekly for aggressive strategies)
- Keyword Research: 2-3 hours initially, with reviews every 6 months to adjust for changing audience behavior
- Analytics Review: 1-2 hours monthly for tracking and strategy adjustments
- Learning Curve: Expect 3-6 months minimum to get comfortable
DIY might be your path if you:
- Enjoy learning technical skills
- Have consistent time to dedicate
- Are working with a limited budget
- Have patience for results
Professional Help Investment
- Strategy Meetings: 1-2 hours monthly
- Content Review: 1-2 hours monthly
- Budget: $1,500-$4,000 monthly depending on service level and provider
Pro Tip: If someone offers SEO services for $100, run. Fast. They’re likely using questionable tactics that could harm your website traffic.
Consider professional help if you:
- Are already maxed out on time
- Need faster results
- Have the budget to invest
- Want expert guidance from day one
Timing is Everything in a Website Redesign
Don’t wait until after your redesign to think about SEO. It should be part of your strategy from day one to ensure:
- Existing rankings are preserved as best as possible through 👇
- Site structure is optimized
- Proper redirects are in place
- Technical SEO fundamentals are solid
Measuring SEO Success
Before investing, establish how you’ll measure success:
- Set Baseline Metrics: Calculate your average from the last 3 months. Don’t have data? Pick a starting number – any number.
- Track Organic Traffic Growth: Ensure Google Analytics 4 is properly set up.
- Monitor Lead Quality: Pay attention to how many organic leads convert to sales.
- Watch Keyword Rankings: Use Google Search Console or your preferred SEO tool.
- Measure Conversion Rates: For service-based businesses, aim for at least a 2% conversion rate.
The Takeaway
SEO isn’t about quick wins – it’s about building a sustainable, compounding marketing method for consistent leads. Take time to consider if it aligns with your business goals and growth strategy.
