Why Small Businesses Should Invest In A Long-Term SEO Strategy

Why Small Businesses Should Invest In A Long-Term SEO Strategy

Let’s get straight to the point here, SEO isn’t a quick fix. In fact, the expected timeframe for an SEO campaign to start generating results is between 6 to 12 months according to Semrush. These figures aren’t set in stone though, and you may see quicker results depending on your industry, website, budget and competition. Although SEO is unlikely to provide a return on investment (ROI) straight away, this shouldn’t put small businesses off from investing in a long-term SEO strategy, as we explain below.

Why Can SEO Take So Long?

With paid ads and traditional media advertising, businesses can experience immediate returns. In contrast, SEO is a slow burner in which some degree of patience is necessary. The main reason SEO takes so long is because there are many Google ranking factors, over 200 in fact. The aim of an SEO strategy for a business website is to grow organic traffic, resulting in greater levels of leads and sales. To grow organic traffic, your website must appear high in the SERPs (Search Engine Results Pages). Google crawls the web to discover pages before ranking them depending on their relevance to the user’s query. The time it takes to ensure your web pages are optimised enough to rank in search engines means it may be a while before your SEO efforts come to fruition.

Organic Traffic Has A High Conversion Rate

Whereas outbound marketing techniques like email, billboard campaigns and media advertising cast a wide net with the aim of grabbing people’s attention, SEO has the advantage of attracting visitors that are already interested in what your business has to offer. If your website appears when people are searching for your products and services, this will not only generate a lot of high-quality traffic but also provides you with a great opportunity to convert these visitors into customers. According to HubSpot, SEO leads have a 14.6% conversion rate in comparison to a 1.7% conversion rate from outbound marketing leads.

SEO Is A Better Long-Term Investment Than PPC

Let’s face it, not many small businesses have the required budget to run SEO and Pay Per Click (PPC) campaigns simultaneously. PPC campaigns might generate a large amount of traffic when they are turned on but once your Ad budget runs out, this traffic dries up in an instant. SEO is not only cheaper but is also a more effective long-term strategy than PPC, with Safari Digital stating that 70% of clicks in Google go to organic, with only 30% going to AdWords (PPC).

Small Changes Lead To Big Growth Over Time

There isn’t a magic wand that can be waved to increase your online visibility overnight. Effective SEO is the process of making lots of little improvements which have a big impact over time. Some experts believe SEO is a great example of compound interest. You might only experience small gains to start with but these little wins will accumulate, eventually leading to exponential growth. Examples of positive SEO changes you can make include decreasing page load speed time, optimising content and improving bounce rate.   

SEO Isn’t Going Away

According to neilpatel.com, there are over 8.5billion searches on Google every single day. There are other search engines out there too like Bing and Yahoo but because Google has an enormous 92% market share when it comes to organic searches, most digital marketers focus mainly on Google. With statistics from BrightEdge showing that 68% of online experiences begin with a search engine, a long-term approach to SEO has never been more important. 

If you think a long-term approach to SEO is just what your business requires, get in touch with the experts at Alpaca Marketing.

Andrew is the owner of Alpaca Marketing, the digital marketing agency which specialises in local SEO and website content.

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