Appearing in organic search and consequently investing in SEO is no longer new for anyone working in marketing. Even so, it is not uncommon to see renowned companies and digital presence ignoring search engine positioning. And this can also be said of the agencies, which often prioritize other Digital Marketing actions to the detriment of […]
Appearing in organic search and consequently investing in SEO is no longer new for anyone working in marketing.
Even so, it is not uncommon to see renowned companies and digital presence ignoring search engine positioning.
And this can also be said of the agencies, which often prioritize other Digital Marketing actions at the expense of SEO.
On the one hand, postponing the investment in organic search may make sense, but on the other hand, this attitude can create invisible risks for your business and which will certainly charge the bill later on.
Thinking about it, let’s talk a little about optimization and what are the risks of not using SEO in your digital strategy.
Check out each of the topics that will be covered in this post:
- SEO and Digital Marketing
- What is the role of SEO?
- Why does your company ignore organic search?
- Positioning on Google gives results
- Understanding the risks of not using SEO
- Risk 1: loss of authority
- Risk 2: absence of visits to the website
- Risk 3: dependence on paid traffic
- Risk 4: increase in cost per acquisition
- Risk 5: less sales
- How to avoid risks
SEO and Digital Marketing
Before placing SEO on a pedestal, it is important to make it clear that it is one of several strategies within Digital Marketing.
And, in the decision maker’s mind, it is certainly not easy to distinguish what should be prioritized when receiving a range of options containing:
- Social networks
- Corporate website
- Landing page
- Marketing automation
- E-mail marketing
- Sponsored links
- Content Marketing
Of course, what the CEO, manager or director wants is a result, and although he is interested in learning about these various practices mentioned, his time cannot be invested in studying SEO, CRO or whatever strategy the agency or the marketing department recommends.
So our role – as marketers – is to understand the context of the company and suggest the best actions, based on the business need and the potential for results.
And here, before thinking about tactical issues, understanding the situation is crucial. Four basic questions should be asked:
- Does the company already have a website?
- Does the site already have visits?
- Does this site turn visits into conversions?
- Are conversions suitable for sales?
With these answers, it is relatively simple to think about the best approach within the possibilities of digital marketing:
- Don’t have a website? Consider website, blog and landing pages;
- Have no visitors? Think of sponsored links and SEO;
- Does not generate conversions? Invest in CRO;
- Doesn’t convert conversions into sales? Include marketing automation and email marketing.
No, that list does not exhaust the possibilities. The point is to make clear the importance of scenario analysis.
In other words, there is no point in trying to put all these strategies into practice at the same time if the company does not yet have a website, for example.
And why are we talking about all this? Because most companies want to invest in everything at the same time, but they don’t have an adequate website and they don’t have visits.
In short, they lack the basics. And without visits, without people entering your site, you have no sales.
What is the role of SEO?
Believe it or not, but the scenario we covered above is not difficult to find out there
There are many companies that barely have traffic and receive less than 50 leads per month and already have a priority to implement heavy automation tools and build sales funnels.
Not that it is not important.
But before leaving your store (your website, in this case) super high tech and with extremely skilled sellers, isn’t it better to make sure people get into it first?
This is the role of SEO : generating qualified visits to your website.
When your company starts having these visits, it is possible to seek to turn them into sales.
And before you think that you can also generate visits using sponsored links, email marketing and other channels (and, in fact, you can), consider the following data:
- About 70% to 80% of users completely ignore paid ads. (Search Engine Land);
- 71% of B2B researchers start their search with a generic search. (Google);
- B2B searchers do 12 searches on average before engaging on a specific brand’s website. (Google).
No, we are not saying that your company should stop everything it is doing and invest in SEO.
We are pointing out that if your site has no traffic, ensuring that it has good positions on Google is essential , and ignoring this need will only further increase the risks that we will detail below.
Why does your company ignore organic search?
It’s not just companies. Marketing professionals, agencies. Many of them ignore SEO.
Yes, I know: it is often not intentional, and it will not be rare for those involved to justify that they have no choice.
And that is perfectly understandable. Especially because some of these justifications for ignoring SEO are usually based on sensitive points:
- The company wants quick results
- Decision-makers consider SEO “very technical
- Results in organic search require involvement and dedication
Are there other reasons? Yes. But these are the most common ones:
The company wants fast results
First of all, the question is:
Does the company WANT fast results or does it NEED fast results?
If you are an agency or marketer and need to convince your boss or client, you need to have a firm pulse at this time.
This is because it is often necessary to be realistic. Quick results are needed, especially if:
- The company has no money;
- The product has not yet been validated;
- Sales are seasonal.
In other words, in fact it is important to consider short-shot investments, as, for example, in sponsored links.
Now, if the company has money, its product is already sold and there is no seasonality, what is possibly occurring is anxiety on the part of the decision-maker.
And in this context, the company will ignore SEO not because it doesn’t apply, but simply because it doesn’t see value in that investment.
Decision makers consider SEO “too technical”
Algorithm, Pagerank , link building, crawl budget , Domain Authorit y, etc.
I challenge you to find a manager who will know (or even want to understand) these terms.
And this is compounded by Google’s supposed omnipotence . The fact that many people believe that it is not necessary to optimize their website. Just put it there that the search engine finds.
But not quite. Google only does half the job. It is up to the marketer to do his side: take care of improving the site, producing content and winning backlinks .
It is also up to us to simplify for the decision maker.
Appear on Google, generate visits through search engines, sales via search engine position… That everyone understands.
So let’s leave technicality to the execution. And in the business environment, at the client’s or boss’s desk, the ideal is to talk about what matters to him.
Only this way to overcome the fear of technical terms related to SEO.
Results in organic search require involvement and dedication
This is one of the most common arguments.
You probably know that doing SEO is investing in 3 pillars constantly:
- Website optimization
- Content production
- Winning backlinks
And certainly, if your Digital Marketing department or agency wants to leverage SEO, you will be willing to commit and dedicate yourself in the long run.
But your client and / or boss is not there.
In this situation, think about the following:
- Will you be able to improve the site without the IT team helping you with the hosting server?
- Will it be possible to produce rich, robust, and unique content without having input from those who understand the pains and solutions within the company?
- Will external links be earned if the company does not help to open relationships and approve channels for acquiring backlinks?
Yeah. What we mean is that: everyone involved must look at the long term and stay focused . And work hard. Only then is it possible to build successful SEO cases.
Positioning on Google gives results
It is understandable that, even after everything we have said, some still remain skeptical.
After all, what return will I get by spending time and money on SEO? What results will I get?
- My site first in searches?
- My content ranking in front for some keywords?
- Achieving rich snippets?
Wouldn’t that be like investing in branding? Do institutional advertising on television and measure brand awareness (or brand awareness for those who like beautiful terms)?
If so, investing in SEO is certainly for the few. After all, those who invest in TV are big advertisers, big companies.
And your company or your client, which is small and medium-sized (or even large, but not so big). In these cases, more important than brand awareness are sales.
So is it worth investing in SEO?
Yes, it is. And we’ll explain why.
Consider the following hypothetical scenario for the keyword “dog food”:
- Monthly search volume: 100,000;
- Organic search click rate: 2%;
- The conversion rate of your website: 10%;
- Average ticket for your product: R $ 100.00.
Now consider that you were able to place your site on the first page of Google. You will get the results:
- Google impressions per month: 100,000
- clicks from organic search: 2,000
- conversions (sales) on your site: 200
- total revenue (sales x average ticket): R $ 20,000.00
Reiterating: hypothetical data.
The point of this analogy is to be clear:
- Google is trusted by the user;
- The user asks questions directed to a purchase action for Google;
- The search engine can indicate you or not (it depends on how SEO optimized your pages are);
- If he indicates, your site has visits (and sales);
- If he doesn’t, your site misses those visits.
Do you know the big question? If Google doesn’t refer you, it will refer someone.
And then all the potential for visits and sales that your company would have goes away.
So make no mistake. Appearing on Google does work, but it’s up to you to decide whether to take advantage of it or not.
Understanding the risks of not using SEO
Regardless of everything we’ve said here, let’s consider that it won’t be possible to invest in SEO.
Your company does not have the resources for this, the decision maker does not want to accept it, you have not yet felt firm, there is a fear of spending energy.
It’s all right. Here it is the case then to establish what your resignation is. After all, you are choosing not to use SEO not your strategy. And as we know, every choice is a waiver.
In general, it can be said that we have already outlined the general problem: your company will lose results.
But it is also worth presenting some topics that will clarify the risks of not using SEO:
- Risk 1: loss of authority;
- Risk 2: absence of visits to the website;
- Risk 3: dependence on paid traffic;
- Risk 4: increase in cost per acquisition;
- Risk 5: less sales.
We’ll talk a little more about each one, check it out!
Risk 1: loss of authority
Semantically, we could classify “authority” in several ways.
In the context we are discussing, however, authority is nothing more than credibility , that is, showing your potential customer that your company understands the risk.
The big question, when we talk about SEO and especially Google, is that we are talking about categorizing information, showing the person who is looking for who has the best answer.
And, as you can imagine, Google has a name to watch out for. It will not indicate a bad result for anyone who is looking for it.
If he does, he will lose reputation , and the next time, the user might consider using another search engine. After all, Google has not solved the problem.
So, the search engine algorithm was created and is constantly revised to ensure that whoever appears ahead has the best answer, that is, has greater authority.
In short, consider a keyword strategy for your business. For example, Belo Horizonte body shop.
Does your company (which would be a body shop in BH) appear first for this search?
Yes? So your business has authority.
Not? So another company has that authority.
And before you think that authority isn’t that important, think of some simple analogies:
- if you are told 3 doctors and one of them is the best, will you go to the worst?
- if someone you trust indicates a tire repairman and you receive a folder for that type of service, which option will you choose?
- to add gas, do you go to a Shell, Ipiranga, BR station or do you go to an unbranded one (if the price is the same)?
It’s right there. And that is the big risk.
It doesn’t matter if you believe the competitor is worse. If it appears up front on Google, the user will believe that he is better. And you will click on his result before yours.
Unless your competitor’s page does not have the answer or offers a bad user experience , it is unlikely that those who sought to return to the search page to consider the result (if it appears).
Risk 2: absence of visits to the website
Even if you are reading this text, and consider both SEO and Digital Marketing important, your company may never have asked itself a primary question:
Why does your business have a website?
And I would go further and ask:
Is your company’s goal to sell? Profit?
If you answered yes to the second question, then your company has a website to generate sales.
And here it is possible to think: “but my product is of high added value. Nobody buys it through the website ”.
Of course. But people consult the site before making the purchase, right? Remember this data:
- 71% of B2B researchers start their search with a generic search. (Google).
This is undeniable. You, me… we all have the internet at our disposal, to consult everything possible about a brand and its products. And it doesn’t matter the value. In fact, the more expensive it is, the more we will research and evaluate the best options.
So, if your company has a website, it needs to have the logic of a physical store. It needs to generate sales. Although indirectly.
Have you ever seen real estate sales on duty? Does anyone go there and buy the first time? Of course not? It’s the same thing on your website. It is a catalyst, it is part of the business process.
So far so good, but it is worth considering the metaphor of the physical store again: you have products, salespeople, shop windows.
But nobody enters your store. The point is bad, nobody knows, the window is poorly made. How will your business generate sales?
This is the second risk of not doing SEO. Don’t show up on Google, and you lose all potential for visits.
And do you know who gains this potential when your business does not enter the field? Yes, you guessed it. Your competitor.
Risk 3: dependence on paid traffic
I would bet that when you finish reading the topic above, you thought: “but I can generate visits using sponsored links”.
It can. And it should.
But will your company anchor the entire generation of visits on sponsored links?
If this is your reasoning, let’s return to a fact that we have already discussed here:about 70% to 80% of users completely ignore paid ads. (Search Engine Land);
by investing (only) in sponsored links, you are paying to appear, and not appearing because your website or content is necessarily the best.
And here, some might say that working with paid media is not a problem, since you pay per click.
And with that in mind, it doesn’t matter if the audience is only 20% or 30% of the total people, your website will pay for what it will receive.
So far so good. The problem that needs to be considered, however, is that in this context all visits to your site are purchased and not earned.
That is, consider some scenarios:
- This month it will be necessary to cut investment in paid search in Half. What will happen to your traffic and leads? It will fall in half;
- A competitor of yours decided to invest too and threw the keyword auction up there, what will happen to the cost of your campaign?
- Your company wants to increase visits by 50%. What will she need to do? Pay more to Google.
Ultimately, your business will become a hostage to paid media, to pay Google.
And this only increases the two risks already mentioned: loss of authority and absence of visits to the site.
Risk 4: increase in cost per acquisition
As stated, the investment in paid media, advertising on Google, can make sense, in several scenarios, such as:
- your website is very recent and has no visits;
- you want to generate visits and sales in the short term;
- your product is seasonal;
- its objective is to diversify the sources of traffic;
- your company wants to leverage short-range campaigns.
The great risk in anchoring your entire strategy of attracting visits to sponsored links is to focus only on that in the long run.
Consider the chart below:
To be clearer:
- paid search = investment in sponsored links
- organic search = SEO investment
Note that in paid search, your effort is focused on optimizing two main points:
By optimizing these two points, your campaign can guarantee more people clicking on your ad and a lower cost per click.
Only this has a limit. A saturation point. A time when it will no longer be possible to optimize these indicators.
Then, possibly, you will arrive at a scenario like this:
- cost per click: R $ 1.00;
- click rate: 1%;
- budget: R $ 1,000.00;
- total clicks: 1,000.
Here it is not possible to further reduce the cost per click or increase the click rate. And let’s say your company wants to reach 2,000 clicks. How to do this? Paying more.
And this trend will follow what the graph illustrates. To increase sales, it will always be necessary to invest more, which will continually increase the cost per result.
In SEO work, focused on winning organic positions , the routine is to work monthly on the 3 pillars mentioned:
- website optimization;
- content production;
- winning backlinks.
That is, you maintain the effort to improve your business, your website and your content. This at the expense of paying others to refer you.
This means that your investment will not fluctuate.
It will be more or less the same, but the result of visits and sales will grow exponentially, since over time your site will acquire authority, relevance and more positions on Google.
In this case, the cost per acquisition takes the opposite path: it falls over time.
If your strategy chooses not to use SEO, however, and anchor everything in sponsored links, the increase in cost per acquisition is a sure target.
Risk 5: less sales
This risk is relatively implicit, considering everything we have mentioned here.
We can summarize this issue in some very objective topics:
- people search for your solution (and related pains) on Google;
- they prefer organic results to paid ones;
- if your site appears in the front, they will click on the search result;
- if the channel is done well, it will bring a potential customer to your business.
There are very few cases in which the greatest search engine in the world does not have an answer.
Consequently, it is difficult to find any question, pain or solution that no one has ever typed on Google.
So, the point that is worth highlighting is: who does not appear in the organic search is losing sales.
And how to appear in the organic search? Investing in SEO.
How to avoid risks
After all we’ve talked about, we hope that, in addition to your clear interest in SEO, you are now thinking of actually including these optimization techniques in your timeline.
Of course, this is not a simple strategy that will bring results overnight, but it is possible to establish some important tactical points that will guide your company in the implementation of SEO.
Initially, it is necessary to commit to the investment. Then put decision makers on the table and make some crucial alignments:
- long-term focus: we need to look at more than 12 months of work;
- digital maturity: those involved need to be clear about where they are stepping;
- budget: we need to invest every month, possibly forever. So get that capital;
- expectations: what is expected to be achieved with SEO work. What are the board’s wishes;
- indicators: how we will measure this success. With what periodicity. And with what numbers.
With the alignments done, it’s time to get your hands dirty. And here, in addition to the 3 SEO pillars that were mentioned, consider some more routines:
- website optimization;
- content production;
- gaining backlinks;
- measurement and control.