Does Your Business Website Need SEO?

SEO (search engine optimisation) is often sold as a monthly service every business needs. The honest answer is more nuanced. Almost every business website benefits from sound SEO foundations, but not every business needs an ongoing SEO campaign.

This article helps you decide. For practical improvement steps, see how to improve your website's Google visibility.

The question to ask first

Do your potential customers search on Google for what you offer?

• —Yes, frequently: for example plumbers, solicitors, wedding venues and restaurants. Search visibility is likely to matter a great deal.
• —Sometimes: for example specialist B2B services where buyers search but also rely on referrals. SEO can support other channels.
• —Rarely: for example businesses working entirely through contracts or referrals. Foundations still matter so people who look you up can find you, but extensive SEO may not be the best use of budget.

Foundations versus ongoing SEO

Foundations are usually best built into a website from the start. See technical SEO basics for what this involves.

What SEO can realistically do

• —Help Google find, understand and index your pages.
• —Improve the chance of appearing for relevant searches.
• —Bring visitors who are actively looking for what you offer.
• —Build visibility that continues working over time.

What SEO cannot do

• —Guarantee rankings or traffic. Google itself states that no one can guarantee a top position, in its guidance on whether you need an SEO.
• —Make a weak website convert. Visitors still need clear information and an easy way to get in touch; see why a website might not generate enquiries.
• —Deliver instant results. See how long SEO takes.

Signs your website needs SEO attention

• —It does not appear when you search for your main service and town.
• —Search Console shows few impressions.
• —Important services do not have their own pages.
• —The site was built without page titles or headings being considered.
• —Competitors with weaker offerings appear above you.

Questions to ask before paying for SEO

• —What specifically will be done each month?
• —How will progress be measured and reported?
• —Who owns the content and accounts produced?
• —What is the minimum contract?

Be wary of anyone promising guaranteed positions.

Next steps

Our Search Engine Optimisation service covers foundations and ongoing work, and our Local SEO service focuses on area-based businesses. If you are unsure, a Website & SEO Audit will show where you stand.