SEO – When To Stop Spending

Search Engine Optimisation (SEO) is an essential part of any digital marketing strategy, whether it’s B2B or B2C, it is an extremely lucrative form of digital marketing, however, it is important that results are tracked correctly and Return On Investment (ROI) is reported on, regularly to ensure SEO efforts are positively effecting the business.

The simple fact is, many companies spend a fortune on SEO in a space that is so over crowded that chances of ranking in the top three pages of search engines, let alone on the first page will be extremely time consuming and expensive (OR) the search volume for the targeted keywords is so low, being on the top of any search engine would be a wasted effort.

Over the years SEO companies have over complicated the process, this leaves the client confused and unsure of how to manage their SEO. Quality SEO is a long-term strategy, and there is no silver bullet, just like a get rich quick scheme, if anyone is selling you the dream, run, it doesn’t exist. If you’re after immediate results, then you will need to combine a strong SEO strategy with an AdWords Pay Per Click (PPC) campaign. Initially results will rely more on the PPC campaign which eventually will taper off to SEO being the core lead generator.

The most important part of any campaign is planning. A quality SEO strategy does not just happen, the first thing you need to do is research your target audience, find out the habits of the individuals that are searching for your keywords, find out what devices they use, what search engine they use, what keywords are serving your ads to them. All of this information is key to building a solid foundation for a successful SEO campaign.

Its in the best interest of any Company to follow SEO best practice, and optimise its digital assets for organic results, its knowing when to reallocate the funds used for SEO to other more lucrative strategies if the keywords are too highly targeted.