Search Engine Optimization (SEO) is the practice of taking content and making it more search engine friendly. The goal is to increase the findability of the content from organic traffic, such as web searches. SEO is a long-term action, rather than a short-term one. In terms of turn around, many companies do not see SEO results for months, while ads show immediate results.
SEO needs research. This means time spent looking up keywords, editing older content, adding new graphics, adding alternative text to images, and other small tasks. Combined, these tasks check the requirements of the search engine algorithm. This raises the content in rank so that when someone searches the keywords the content holds, it appears higher in the results. Many people do not scroll, so content that ranks high on the first page is the most often clicked.
As a business, the most valuable resource is time. Every minute of time spent doing something administrative detracts from time working on the company’s purpose. Companies often relegate SEO to the administrative category and thus it is a time detractor. Hiring an SEO company gives that time back.
If a company handles its own SEO rather than hiring out, there are several extra steps to putting anything out. Someone must check keywords and alter website posts to include them. Another person might have to keep track of the results. Yet another might need to recheck all the content every year to make sure it’s still good SEO. The performance of these tasks, even in small increments, adds up significantly over time.
Search Engine Optimization is an investment. It allows content that already exists to drive sales and attention to a company website. That means over time a company could reduce how much content production is necessary. Those hours can then be reallocated into other money-making tasks.
An SEO company warrants the investment. The upfront fees may seem ostentatious; however, the company knows exactly what they’re doing. Each company knows that their continued business relies on the success of their clients. If a company cannot help a client, then who else would buy their services?
It is possible to learn how to do SEO. It’s also possible to hire someone on that can carry out the task. However, both of those options cost either time or money. Minimizing the loss of both of those is in every business’s best interests. There is little point in having a full-time employee unless they’re giving to the business every hour they work. Very few companies produce enough web content to call for that expense.
Hiring out to a company, on the other hand, means that the business is only paying for what is essential. On top of that, employees do not need to complete SEO training. Companies offering SEO have experience in the field, so there is no learning curve for them. Frequently, they have even been around long enough to see the evolution of the web and change with it. That kind of experience is invaluable.
An SEO company is an investment in the future of the business. This investment is for the time and experience of the outside company who can start at once. While the results may not be immediate, the analytics in six months will tell a different story. Those results, with the right SEO consulting firm, will show definite improvement in the overall ranking as well as individual content ranking. The wise business owner takes SEO seriously and invests in the future of the company.