Custom Digital

Should your company hire an SEO agency?


Why do you need SEO? Why should you hire SEO services for your business?  Why not just do it yourself and save some money?

SEO, which stands for search engine optimization, optimizes your website for higher rankings in search results. The better it’s done, the higher up your website is placed on Google when someone searches for something you provide. It’s quite clear how this leads to business growth: the more visibility, the more discovery, thus the more new customers.

Knowing this, most businesses understand it’s important to include good SEO as part of their marketing efforts. However, not all decide to hire a full-time SEO specialist or a contractor, deciding to do it themselves or delegating it to general marketing staff. Generally, this isn’t a good idea. Effective, high-quality SEO is complex and requires constant effort.  It’s usually not just something that a busy business owner can just do on the side. It’s not something you spend a few hours once a month and can set aside.

There are quite a few reasons why you should hire someone (or a team) to work your SEO for you and get your page ranking high for the keywords of your choice.

  1. SEO actually makes a really big difference. The higher your site’s up, the more likely searchers are to click. They’re thinking “if it’s up high, it’s probably more relevant”. Whether that’s true or not, you’re most likely keeping their attention. That means the lower you appear on the search results, the fewer clicks you get because the user probably spent a lot of time on the first few results.  According to data, the first page of Google’s search results gets 95% of all clicks, with the first result pulling in a hefty 32.5%, followed by a mediocre 17.6% for the second result, then diminutive 3.5% for the third. As for the rest? The pattern of shrinking numbers follows.

       2. More specialized knowledge, more insights.  You might be asking “but what if I already have marketing people?” Your marketing staff probably consists of marketing coordinators, managers, specialists, or whatever you’d like to call them. This usually means their roles are all over the place, catering to social media, content strategy, paid ads, and whatever else you ask. They may not have time to learn and implement quality SEO, which could potentially tack on several hours. Even if you ask them to, you don’t want a reputation of swamping your employees. Because that’s what will happen if you suddenly throw in advanced SEO duties.

It’s not just about time, but about knowledge. Marketing generalists may not know as much about SEO as SEO specialists. They might not want to know. SEO isn’t for everyone, not even marketing lovers. It isn’t like other marketing duties. Someone who’s killing it on social media and copywriting might not be the same with SEO.

SEO changes constantly. You’ll need someone who can devote plenty of time to monitoring Google’s algorithms and how they affect your page. Marketing in general also changes over time, so you don’t want your current staff to be carrying this load either.

3. You really can’t risk bad SEO. Okay, say your marketing coordinator actually claims to know and like SEO. If they’re claiming good SEO involves “several sites linking to you because it makes you look way more credible”, “placing the proper keywords throughout your content”, and “producing consistent content such as 1-3 blog post per week”, they’re right…to an extent. Sure, but all these strategies can go horribly wrong if taken way, way too far to a point that’s no longer considered ethical. Too much of anything isn’t good, especially when that excess is of low quality.

Let’s say they do everything right, following the aforementioned things they said. Rankings and page visits increased. Awesome. Several months pass and now the marketing coordinator’s hooked on their success. Hungry for more, they might think of ramping up their efforts to inserting even more keywords, producing more content marketing pieces, and building even more links. Why not put even more keywords but in a color no one can see (but the search engines will still pick it up)? Unfortunately, their focus on quantity over quality led to search engines reading their efforts as spam and keyword stuffing. Your rankings drop as your site no longer looks legitimate and professional. Fortunately, an SEO professional has probably heard of or been through some horror stories before and knows how to avoid them.

If you think a significant portion of your business’s success depends on the discovery and usability of your website, you should look into getting an SEO package. SEO brings organic traffic, leading to less dependency on paid ads. Plus, your site just looks easier to read not just for search engines, but for human beings. In a way, everybody wins.

You’ve probably spent a lot of money getting your site built and designed, and SEO will make that money worth it. Your website is a critical part of your overall presence, marketing and your brand’s identity., SM Innovations now offers SEO packages from experts. Drop us a line and be seen by the right people.