In today’s digital age, where nearly every consumer’s journey begins with some sort of online search, it’s clear that search engine optimization (SEO) is a crucial component of any successful marketing strategy. But, as with all things business, the conversation generally circles back to one common question: Is the cost worth the investment? Let’s break it down and see.
First, let’s look at what SEO is. It is the practice of optimizing a website and your overall digital footprint to improve the ranking on search engine results pages (SERPs). The goal is to make your website more appealing to search engines, ultimately resulting in higher rankings, increased website traffic, and more conversions or sales.
Technical SEO – changes to core elements of a website to improve the site structure, speed, and security. These changes are designed to make the website easier for search engines to find, crawl, and understand.
On-Page SEO – optimizing individual web pages with appropriate keywords and content to rank higher in search engine results. Typical changes focus on content, tags, headings, internal links, plus others.
Off-Page SEO – involves actions taken outside of your website, such as publishing articles and press releases, generating backlinks, posting on social media marketing, and other activities.
The Cost of SEO Services
SEO service costs can vary widely, depending on several factors:
SEO Professional: Currently, Google tells us the average rate for SEO Services is between $50 and $150 per hour. Access to tools specifically designed for SEO may impact the hourly rate.
SEO Software: There are several applications that can help your SEO. There are software applications to distribute directory information and publish articles. Other tools can be used to monitor or analyze current SEO results.
The State of Your Current SEO: If your website needs significant technical seo improvements or if you’re operating in a highly competitive industry, expect to invest more in SEO services. Using some SEO Software can help determine how competitive an industry is and how your site currently compares.
Company Size and SEO Market: A small local business will typically spend less on SEO than a large multinational corporation due to differing objectives and market sizes. Similarly, a business with a super unique product or service will spend less than a business with a common product or service.
Common practice: Generally, most SEO agencies start at $500 to $1000 per month and can go up to several thousand per month. SEO is a long-term strategy and results are typically realized six to eight months after starting an SEO project, however, it is possible to see significant results in the first few months in some cases.
So, Is SEO Worth the Investment?
To determine whether SEO is worth the investment, it’s essential to consider its benefits and return on investment (ROI).
First, let’s run some numbers. Using some free or paid tools, find out what the monthly search volume is for the keyword you are interested in ranking for. Once you know the volume use the following graph to determine the amount of traffic you can expect in the first five rankings. The first five results generate almost 70% of all the traffic for any given keyword.
The first organic result in the SERP will generally get almost 30% of all the clicks. So if you have an expected monthly search volume of 500 searches per month. You can expect close to 150 people will click on the first result. Once they have clicked on the link – it is now up to your website to close the deal. The question now becomes – “Hey – I’m going to send almost 150 people who are searching for what you have to your website. How many new customers will you get from that?” How much are the new customers worth to you?
Once you have determined that number – you have a general idea of how much you can spend on SEO and make it worthwhile.
Other SEO Benefits
Long-Term Impact: Unlike paid advertising campaigns that stop delivering results as soon as you stop paying, SEO offers lasting benefits. Efforts you put into SEO today will continue to affect your rankings for a long time. Articles that I published years ago are still online and help with our overall SEO score.
Improved Visibility and Brand Awareness: By helping your website rank higher in search results, SEO increases your business’s visibility, leading to higher brand awareness.
Higher Credibility: Websites that appear higher in search results are often viewed as more trustworthy and credible.
Increased Conversions: The ultimate goal of SEO is not just to attract visitors to your website, but to attract the right kind of visitors—those who are likely to become customers. We want online searchers who are looking for your exact products and services to find you.
Better User Experience: SEO involves improving the structure and content of your site, which can lead to a better user experience.
Is the Investment in SEO worth it?
While SEO services require a financial investment, the benefits are substantial and can be long-lasting. By improving your website’s visibility, driving targeted traffic, and helping convert visitors into customers, SEO can deliver an impressive ROI over time. So, when asking if SEO services are worth the investment, the evidence suggests a resounding ‘yes.’ Remember, though, that like all good things, SEO takes time—it’s a marathon, not a sprint. But with patience and the right SEO partner, the investment can undoubtedly pay off.