Search Engine Optimization (SEO) is the process of making improvements to your website to increase its visibility and ranking in Search Engines without paid advertising. How this is done is as much science as it is an art. Before optimizing your site, it's important to define WHY.

In this post we are going to look at who does not need SEO, who should pay attention to SEO, and some limitations of SEO.

Who does not need SEO

Most websites offer a base level of search engine optimization. However, true SEO requires intentionality, and not in the way most people think of it (metadata and keywords).

If you are the only player in your market and everyone knows who you are, SEO is not likely to generate a significant ROI. If your customers struggle to bring up your company or website by name on Google, Bing, Yahoo, etc, you may want to consider SOME SEO. Otherwise, focusing your marketing efforts in other areas is likely to be more fruitful.

That said, most companies would benefit from additional SEO.

Who Should Pay Attention to SEO

1. Companies in competitive landscapes. With AI and advertising, in many cases, the number of first-page organic search results is 8-9. This means you and your competitors are competing with each other for these 8-9 slots to get your name in front of the customer. If customers are searching for general products and services, not just company names, you'll want to make sure you're at the top each list.
   
   
2. Companies that have similar names to other companies. If you have the potential to be confused with another company, you want to make sure you appear higher than them in search results. You also want to make sure that the information that appears is clear enough to prevent irrelevant phone calls and other contact.
   
   
3. New organizations. If you are new to the market, it's important to get your name out in front of as many people and companies as possible.
   
   
4. Non-market leaders. If you are not the market leader, SEO will be key to putting your name on the same footing as your competition. That said, if the market is searching directly for your competitor and their solutions, you will need paid solutions to intercept this traffic.
   
   
5. Market leaders that are facing growing competition. If competition is expanding into your area figuratively or literally, it's important to ensure that you continue to dominate the space. If previously, SEO did not offer an ROI, you may wish to review your current site status and make sure aren't handing over business by overlooking things that might be easily remedied.
   
   
6. Turnover among decision-makers. If you interact with a large number of decision-makers and/or the buyers are routinely changing, SEO is a key strategy to keeping your name in front of the industry. 
   
   

Limitations of SEO

1. SEO cannot cause your site to appear in searches for words that do not appear on your site. So, for example, if someone is searching for your competitor or their products by name, you will not appear in organic search results. You need search ads to be able to intercept competitor traffic.
   
   
2. It is not immediate. Search engines have algorithms in place to prevent websites from gaming the system. One of those factors is ensuring that content changes are permanent. If you are looking for immediate results, search ads can be added temporarily until the SEO changes begin to take effect. According to one source, the average top-ranking pages are 2.6 years old.
   
   
3. It requires a search. Not everyone will know what to search for or what search terms to use. Digital advertising can put you in front of people who may or may not have realized their need for your products or services.

How Can Stratimar Help?

For over 10 years, Stratimar has helped customers achieve their SEO goals. Our web developers and designers have over 20 years of experience in SEO. Also, by being a full-stack developer, Stratimar understands the SEO implications at every layer of web development.

Whether or not you are looking to replace your website, our team can examine your site and make suggestions to help increase your website's online visibility. Contact Stratimar today to learn more.