It doesn’t matter what your business is or how it is organised — you need SEO. In 2020, 93% of all web traffic goes through search engines, and of that, more than 90% is served by Google. What’s more, 75% of web users never scroll past the first page of search results, meaning it is imperative that you not only appear on Google’s search results pages (SERPs) but that you appear high up on its list.
Search engine optimization (SEO) is the process of making your web-pages more attractive to Google’s algorithm. In the past, SEO was simple and straightforward, so many business owners and freelancers were able to modify their own web assets to improve their ranking. Unfortunately, that’s changed. Here’s why you absolutely shouldn’t try to manage your own SEO, and why you need a qualified SEO professional.
SEO takes tons of knowledge and resources
There are some aspects of digital marketing that almost anyone can do — but SEO is not one of them. SEO is a highly technical field, one that requires some familiarity with coding as well as proficiency in researching and analyzing complex data. While SEO is closely associated with marketing, it is undeniably a specialized discipline that only those with training and experience can practice proficiently.
What’s more, SEO agencies maintain a number of resources that the average business simply cannot sustain. For example, SEO companies can offer high-quality link building services because they maintain a network of highly authoritative websites on which they can place client links. Additionally, SEO professionals utilize sophisticated keyword identification software and other tools that you may neither have access to nor could manipulate with success. Instead of investing years into learning SEO yourself, you can easily obtain expert SEO services by outsourcing.
SEO rules change swiftly and dramatically
All search engines, Google especially, have incredible resources for monitoring the performance of their algorithms and making significant changes. As a result, most search engines push updates at least every day; in 2018, Google published roughly 3,234 updates, which was more than nine per day. Many of these alterations are relatively minute changes to ranking or addressing rather insignificant bugs, but quite a few are revolutionary.
When major changes to search engines occur without warning, they severely disrupt SEO strategies and require fast action from businesses hoping to maintain their current search rank. Such quick maneuverability requires expert understanding of both the algorithm update and potential methods of proceeding with an SEO project. If you don’t have this finely honed experience or knowledge, you need to outsource to someone who does.
SEO develops slowly over a long period of time
SEO doesn’t happen overnight. It can take weeks to develop an SEO strategy and months to see any SEO benefits — as long as you’re adopting safe, legitimate SEO practices. Admittedly, there are SEO tactics that can provide faster results, but they are equally likely to get you in trouble with Google and other search engines, even kicking you off search rankings entirely. If you try to manage your own SEO, you might be tempted to engage with such practices, potentially harming your chances of ranking highly. It’s much more prudent to outsource to a trustworthy SEO firm, that will stick to a more realistic timeline for SEO success.
SEO professionals can offer valuable marketing insights
Many businesses like to keep their marketing efforts in house, with the blinkered view that no one but employees can truly understand their brand. Unfortunately, by relying only on those closest to your business, you’re all but ensuring that your marketing efforts become one-note; that you overlook gaps in your marketing strategy and that your messages become stale. By bringing in third party marketing experts, like an SEO agency, you can gain outsider insight into your marketing plan. Outsider perspectives are extremely valuable, especially in marketing, so outsourcing at least some of your marketing efforts can be worthwhile.
SEO outsourcing is now more affordable
Finally, it simply makes financial sense to outsource SEO. Experienced SEO professionals demand high salaries, and you will need a team to accomplish your SEO goals. The costs not just of staffing but of providing SEO resources and ongoing training’s will be a significant drain on your marketing budget. By routing even half of those expenses to outsourcing, you can afford a top-tier SEO agency and comprehensive services for the foreseeable future.