Cheap SEO Is a Near-Death Experience
There’s a phenomenon that occurs with near-death experiences. Many people report having seen a bright light at the end of a tunnel or so-called angels. This is often accompanied by an overwhelming feeling of pure love.
But that’s not what happens when your business dies. It’s often a slow, excruciating experience that involves a decrease in online visibility, traffic, leads and conversions. There is no bright light at the end of the tunnel but you may feel something: overwhelming desperation.
Why do businesses have these near-death experiences? There are many reasons. CB Insights says being out-competed and poor marketing are among the Top 10. I agree.
There’s a saying in the project management world: good, fast, cheap — pick two. You can usually get something that’s good and fast (like Chinese food delivered from UberEATS) or cheap and fast (a service on Fiverr). But good and cheap is harder to find.
Want good SEO, fast? Double up on your budget for more resources. Want cheap SEO, fast? That’s easy, but you get what you pay for. Want SEO that’s both good quality and cheap? Sorry, but that’s not an option.
We’re living in a time where products and services are brought to market that give regular folks access to high quality for a small price. So it’s no wonder that many businesses expect the same from SEO. But SEO is not one of those services.
Cheap SEO is a near-death experience. It’s an impending death of your website and your business. The way to avoid death is superior quality, and that comes at a price.
But understand that you’re not just throwing money into a black hole. Quality SEO pays dividends in more traffic, good user experience and conversions, which equals money.
The bottom line: Don’t sacrifice quality SEO if you want to be in the top five results on Page 1 of the search results.
How Do I Know If I’m Getting Quality SEO?
Henry Ford once said that “quality means doing it right when no one is looking.” But how do you know if you’re getting a quality SEO service? There are a great many things you can do to assess vendors and practices, as I’ve previously outlined in this article on how to evaluate an SEO company.
The bottom line is that expert SEO advice will come from expert sources. But it’s up to you to do your due diligence.
Just some of the things to consider when assessing SEO vendors:
- How long has the SEO vendor been in business?
- Does the internal team have sufficient skills and experience?
- Does the company demonstrate thought leadership through speaking engagements, expert content or training?
- Does the company have a good reputation among its peers in the industry?
- Has the company received any awards or accolades?
- How involved is the company in the industry’s professional organizations and/or professional community?
- Does the company have SEO methods that are keeping within Google’s quality guidelines (aka “white hat” practices)?
Remember: Two different SEO professionals could look at the same website and see totally different things. Analyzing a website, pinpointing issues and prescribing solutions comes from experience.
For more on hiring a quality SEO service, check out Google’s advice for hiring an SEO agency.
How Much Should I Spend on SEO?
Budget constraints are one of the top five reasons that SEO projects fail. When looking at your long-term business and SEO goals, the question you have to ask yourself is: How long am I willing to wait until I beat my competition? This determines your budget.
Part of the problem is that many businesses don’t understand SEO’s worth. SEO is not a put-in-a-quarter-and-get-a-dollar-out strategy. SEO takes time. It’s an investment. It’s a leap of faith.
But those who stay in the game reap the rewards, as SEO has proven again and again to drive revenue. This chart from BrightEdge research shows how much revenue the organic search channel drives.
So how much should you actually pay for SEO? Businesses should allocate five to 10 percent of their revenue to SEO as a cost of advertising. And every industry is different. Some industries invest a lot more in advertising because that is what it takes to compete. In other sectors, less money may go a longer way.
If your competition is getting most of their traffic from organic search and you’re not there it’s only going to get worse for you. By the way, organic search is the dominant marketing channel for most industries at 53 percent on average.
And yes, you can hire a cheap service and get more hours. The question is: Will it be high value for your business? Is it enough to beat your competition?
Not only that but cheap SEO can cost more in the long run. Many businesses have paid for low-cost SEO only to have little results, or worse, have their near-death experience.
What Is Valuable to Your Business?
Most everything that’s quality has a price. When you buy an expensive car, you spend money to get all the features and outcomes that are valuable to you, including longevity. Cheap cars may be shiny driving off the lot, but as the paint begins to fade, the realization is that what you’re left with is a quick fix.
SEO is no different. The quality is going to be proportionate to your investment. So you have to ask: What is valuable to your business in the long term? Is it to remain competitive? If so, you have to be prepared to compete, and sometimes it is to work smarter. And that means investing in quality SEO services.