Is An SEO Investment Ever a Bad Idea?

90% of the time when clients ask us about SEO services, it's a no brainer for them to move forward with basic on page SEO tune up. In most of these cases, the website developers completely dropped the SEO ball and the 80/20 rule applies. Simple changes, such as making sure each page has keyword relevant title tags and page content, often results in a dramatic increase in traffic.

My husband always says that if you really understand something, you can easily argue the other side of the issue. In that case, I need to be able to articulate when it's a mistake to move forward with SEO. I can think of at least three scenarios where it might be.

1. Your website stinks. SEO helps get traffic to your site, but if your website is broken, horribly out of date, frightening looking, or otherwise a train wreck, you are better off taking your SEO budget and sinking it into a new site. Website development is more competitive than ever, so it's easy to get a good deal. Try to find a company that throws in basic on page SEO, and you'll kill two birds with one stone.

2. You haven't met a salesperson selling SEO who doesn't give you hives. Since there are no set standards or credentials, anyone can claim he/she is an SEO expert. As a result, there are a lot of people selling SEO services who simply don't know what they are doing. Protect yourself and go with your instincts. If you find someone you like, ask to see examples of first page results he/she has earned for other clients, and check references.

3. There is no keyword volume to support a return on your investment. In very rare cases, there simply aren't a lot of searches for particular types of businesses. Certain medical specialties where all but the most disconnected would seek out referrals come to mind. Make sure you know that there are enough searches for keywords related to your business to justify the investment.

While I remain a big fan of SEO, don't invest unless your website will convert the traffic you get, you've found an SEO vendor you can trust, and you've done the research to confirm that it's likely any SEO investment you make will have a positive ROI.


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