Why SEO is a great investment, not just a cost - Search Engine Land

Companies make investments all the time. The intention of any investment is to fund something now that will deliver a return later.

So why is the investment not there for an acquisition channel like SEO?

My theory:

Investments in SEO are compounding in nature. It can be difficult to “see” the results of increases in traffic and revenue because the growth is much more visible when measured over time, often up to a year later.

But who wants to return to leadership 12 months later saying, “Hey, look, we did it!”

Alas, that’s the nature of organic results. They take a while to produce.

This article will discuss some of the main inputs that drive organic growth, as well as the kinds of outputs to expect. Specifically, how SEO needs investments in:

• People: Building teams to develop and oversee the SEO strategy that drives business results.
• Content: Creating and optimizing content that’s supported by a strong, technical foundation that drives the consumer’s journey and decision to trust and transact with your business over another.
• Tools: For SEO and content practitioners alike. In the same way a sports team needs a ball and equipment to play, tools are needed to find the many micro-optimizations that drive the macro impact.

A huge misconception: SEO is “free”

There’s no such thing as “free traffic.”

Earning consistent, quality web traffic is not free. It never has been.

It doesn’t matter whether you’re a startup, enterprise brand or a company of some other type or size....

Your content is great. However, if any of the content contained herein violates any rights of yours, including those of copyright, please contact us immediately by e-mail at media[@]kissrpr.com.