Search engine optimisation (SEO) is a powerful yet hotly disputed marketing strategy. On one side of the fence are those who insist SEO has had its day. Conversely, you'll find those who argue there isn't a single more effective or crucial promotional technique than SEO. Opinions are one thing – facts are something else entirely. Please look at the evidence. You're guaranteed to fall behind your competitors without SEO. Contrary to popular belief, SEO is anything but optional. For clarification, here are seven reasons why you should invest in a skilled SEO expert or specialist SEO Agency, ignoring the cries of naysayers along the way:

SEO aims to make your website easy for users and search engine robots to understand. SEO helps the engines figure out what each page is about and how it may be helpful for users. A well-optimised site allows search engines to grasp the purpose and value of your content, making it more likely they will rank you prominently for relevant queries. SEO involves technical elements, like site architecture and page speed, and content-focused aspects, such as keyword optimisation and link building.

Without strategic SEO, you leave your site's visibility and success up to chance. No matter how great your product or service is, you're missing out on a considerable portion of your potential audience if people can't find you online. In today's digital landscape, investing in SEO is no longer a "nice-to-have" but a necessity for any business that wants to remain competitive.

If you want to help your business reach its full potential online, here are seven compelling reasons why you should prioritise SEO:

1. Organic Search Is the Primary Source of Website Traffic

Organic search makes an enormous contribution to the performance of every website. For some time now, Google alone has occupied around 80% of all global search traffic. Moreover, nearly 95% of all online experiences begin with a web search. That's 95% of all web traffic you'll be turning your back on if you don't focus on boosting your position in the rankings.

These days, website quality alone isn't enough. Instead, it's about how prominently you appear on page one. If your competitors outperform you in the SERP rankings, it's game over. The higher you rank, the more traffic and potential customers you'll attract to your site.

Consider this: Google's first organic search result has an average click-through rate (CTR) of 31.7%. The second position drops to 24.7% and only decreases from there. By reaching the 10th position, you're looking at a mere 3.09% CTR. If you're not on the first page, you're almost invisible.

But ranking well organically isn't just about traffic volume. Studies have shown that organic search visitors are often higher-quality leads than those from other channels. They tend to be more engaged, spend more time on your site, view more pages, and have lower bounce rates. Plus, unlike paid advertising, organic traffic is "free" once you've invested in SEO.

Of course, climbing to the top of the SERPs takes time, effort, and expertise. That's where a skilled SEO professional or agency comes in. They can help optimise your site, create high-quality content, and build authoritative links to improve your rankings and organic traffic over time. Without this crucial piece of your digital marketing strategy, you're essentially handing leads and sales over to your competitors.

A business owner looking grateful with his SEO consultant next to him

2. SEO Builds Trust & Credibility

An effective SEO strategy helps build trust and credibility for your website. For an SEO campaign to succeed, it needs to be bolstered with quality backlinks from authoritative sources, high-quality website copy, an excellent overall user experience, and more. In essence, SEO focuses on the various elements that come together to create an outstanding online experience for the end user.

It's not simply a case of forcing your way to the top of the rankings with a spammy SEO strategy. Instead, it's about creating a credible and authoritative website that naturally fulfils the requirements of the major search engines. This demands significant commitment and investment but will nonetheless pay dividends long-term.

Think about it from the user's perspective. When you search for something on Google, do you instinctively trust the results on the first page more than those on the fifth? Of course, you do. We've been conditioned to believe that the top-ranking sites are there because they're the most relevant and trustworthy options.

By investing in SEO and working your way up the rankings, you're essentially getting a vote of confidence from Google. You're proving that your site is valuable, credible, and worthy of being seen by searchers. This trust signal can have a profound impact on your bottom line.

But building trust through SEO goes beyond just rankings. Many techniques in a well-rounded SEO strategy also lend themselves to a better user experience (UX). Fast loading times, intuitive navigation, mobile friendliness, and informative, engaging content play a role in SEO and UX. By focusing on these elements, you're increasing your chances of ranking well and providing a top-notch experience for your visitors.

Let's not forget about the power of backlinks. When high-quality, relevant sites link to your content, it's like getting an endorsement from an industry leader. Each link signals to Google that others vouch for your content, which can significantly boost your authority in the eyes of both search engines and users.

While SEO requires an investment, it can pay off exponentially in the form of increased trust, credibility, and conversions.

3. It's Cost-Effective

In the right hands, a quality SEO strategy can deliver an exceptional ROI. A bespoke SEO strategy can also be tailored to suit all requirements and budgets from top to bottom. For small and large businesses alike, SEO is a cost-effective strategy with the capacity to deliver impressive returns.

Establishing objectives for the strategy and tailoring its implementation accordingly is simple. SEO can achieve various things without becoming prohibitively expensive. Compared to other marketing tactics like paid advertising, SEO provides relatively consistent, long-term results at a fraction of the cost.

Consider PPC (pay-per-click) campaigns, for instance. While they can quickly drive traffic to your site, they have a hefty price tag. And the moment you stop paying, your traffic disappears. SEO, on the other hand, is a more sustainable approach. While it does require an initial investment, once you achieve top rankings, you can maintain your position with minimal ongoing costs.

Plus, the leads you generate through SEO tend to be more qualified and have a higher conversion rate than those generated through other channels. Because organic search visitors actively seek out your product or service, they're typically further along in the buying cycle and more ready to convert.

Of course, SEO's cost-effectiveness depends on your industry's competitiveness and your SEO provider's skill level. However, overall, SEO delivers a higher return than other digital marketing strategies. A recent study by First Page Sage found that for mid-sized businesses, SEO provides the best ROI compared to PPC, social media, and email marketing.

The key is to view SEO as a long-term investment rather than a quick fix. It takes time to see results, but the payoff can be substantial. You're building a sustainable source of organic traffic and leads by consistently creating high-quality content, earning authoritative backlinks, and optimising your site for search engines.

The returns can compound over time as your site climbs the rankings and gains visibility. More traffic leads to more backlinks, further boosting your authority and rankings. This virtuous cycle can continue paying dividends for years.

So, while SEO isn't a "free" marketing strategy, it's one of the most cost-effective ways to drive qualified traffic and generate leads for your business in the long run.

4. Reliance on Search Is Growing

Every hour of every day, thousands of new websites appear from all over the world. Negotiating such a complex online space has never been more difficult, so consumers worldwide have become reliant on search engines. The more complicated the web becomes, the more reliant we will be on companies like Google to show us the way.

Hence, an investment in SEO isn't risky in a here-today, gone-tomorrow fad. It's 100% guaranteed that we'll be relying on search engines indefinitely, so it simply makes sense to focus on SEO. As the internet continues to grow and evolve, our dependence on search will only increase.

Consider these statistics:

These numbers highlight how crucial search engines have become in our daily lives. Whether looking for a local restaurant, researching a product, or trying to solve a problem, our first instinct is to turn to Google. And with the rise of voice search and AI assistants like Siri and Alexa, this trend will only continue.

This reliance on search presents both a challenge and an opportunity for businesses. On one hand, the competition for top rankings is fiercer than ever. On the other hand, if you can successfully optimise your site and claim those top spots, you have access to a potent source of traffic and leads.

This is especially true for local businesses. Nearly half of all Google searches are for local information, so showing up in local search results is essential. Tools like Google My Business allow you to claim your listing, verify your information, and interact with customers through reviews and posts. By optimising for local SEO, you can attract more foot traffic and stand out from competitors in your area.

But regardless of whether you're a local, national, or international business, investing in SEO is necessary in today's digital landscape. As long as people use search engines (which they will always be), there will be an opportunity to reach them through strategic optimisation.

Of course, as search evolves, so too must your SEO strategy. Staying on top of algorithm updates, changes in user behaviour, and new technologies is crucial to maintaining your rankings over time. But by continuously adapting and improving your approach, you can turn our growing reliance on search into a consistent source of traffic, leads, and revenue for your business.

A man relaxing because he’s invested in long term SEO on his website

5. SEO Can Deliver Long-Term Gains

Get your SEO strategy right, and you'll make an investment that can potentially deliver long-term gains. Most promotional campaigns generate a quick fix for a finite period. With SEO, it's the exact opposite.

By implementing and continuously optimising an effective SEO strategy, you stand every chance of maintaining your prominent position in the SERP rankings. As long as you meet Google's requirements, you'll hold onto your position and maintain your competitive edge.

Best of all, SEO returns invaluable analytics about your performance, making it surprisingly simple to take things to the next level. You can see which keywords drive traffic, which pages perform best, and where visitors drop off. This data allows you to continuously refine your approach and double down on what's working.

Compare this to traditional advertising methods like print or TV ads. Once the campaign is over, so too are the results. You might see a temporary boost in brand awareness or sales, but it's not sustainable in the long term. With SEO, the effects are cumulative.

Each piece of content you create, each link you earn, and each technical optimisation you make contributes to your site's overall authority and ranking potential. Over time, as you consistently invest in SEO, your site will become increasingly entrenched in the top positions for your target keywords.

And unlike paid advertising, you're not "renting" your visibility. Once you achieve top organic rankings, you don't have to keep paying to maintain your position (although ongoing SEO is essential to defend against competitors). This means the leads and sales you generate are accessible, providing an impressive ROI over time.

Of course, this isn't to say that SEO is a set-it-and-forget-it strategy. As mentioned, search constantly evolves, and staying ahead of the curve requires continuous effort. Google rolls out hundreds of algorithm updates annually, some of which can significantly impact rankings. New competitors enter the market, consumer behaviours shift, and new technologies emerge.

But by staying proactive and adaptable with your SEO strategy, you can weather these changes and maintain your hard-earned rankings. Working with a skilled SEO professional or agency can be invaluable. They can help you stay on top of industry trends, identify opportunities for improvement, and implement cutting-edge tactics to stay ahead of the competition.

While SEO requires a long-term commitment, the payoff can be worth it. By creating a solid foundation and continuously building upon it, you can turn organic search into a reliable, sustainable source of leads and revenue for your business.

Team of people in an SEO Agency working for their clients

6. Outsourcing Is Easy

Bolstering your SEO performance with the help of an experienced team really couldn't be easier. Whether you're looking to outsource some or all SEO responsibilities, it's as easy as making a quick phone call. Best of all, binding yourself to service providers with obligatory long-term contracts is over.

Even if you'd like to test the waters with professional SEO involvement, it's never been easier. Organise a consultation, discuss the options, and discover what strategic SEO could be doing for you right now. Many SEO agencies offer flexible packages that can be customised to your specific needs and budget.

This can be a game-changer for smaller businesses or those just getting started with SEO. Rather than trying to handle everything in-house or hiring a full-time SEO specialist, you can tap into the expertise of a whole team of professionals on an as-needed basis.

This allows you to focus on running your business while reaping the benefits of a comprehensive SEO strategy. Your agency partner can handle the technical aspects, create content, build links, and provide ongoing analysis and reporting. You review the results and provide input on the overall direction.

Of course, as with any service provider, choosing your SEO partner is essential. Look for an agency with a proven track record of success, a transparent process, and a commitment to staying up-to-date with industry best practices. Ask for case studies or references from clients in your industry, and make sure they take the time to understand your unique business goals.

The best SEO agencies will be an extension of your team, working collaboratively to help you achieve your objectives. They should provide regular updates and be available to answer questions or adjust the strategy.

Outsourcing SEO can be a smooth, stress-free process with the right partner who delivers measurable results for your business. As your needs evolve, a good agency can adapt and scale its services accordingly.

So, if you've been hesitant to outsource SEO due to concerns about contracts, complexity, or lack of control, know that it's never been easier to get started. You can see SEO's benefits without long-term commitments or headaches with the right approach and partner.

7. Your Competitors Are Already Doing It

Last but not least, it's entirely likely that your closest competitors are already using SEO to their advantage. It isn't by chance or coincidence if you currently fall behind your rivals in the SERP rankings. Instead, you aren't because they're doing something to attract the search engines' interests.

The overwhelming majority of proactive businesses now invest heavily and continuously in SEO. Until you do the same, you cannot expect to perform at the same level. This is especially true in competitive industries where multiple businesses vice for the exact keywords.

Consider this: if all your competitors are investing in SEO and you're not, you're essentially handing them free traffic and leads. Even if you have a superior product or service, it won't matter if no one can find you online.

This is why it's crucial to monitor your competitors' SEO efforts. Tools like SEMrush and Ahrefs allow you to see which keywords they're targeting, which pages generate the most traffic, and where their backlinks are coming from. This competitive intelligence can help inform your SEO strategy and identify gaps and opportunities.

But simply replicating your competitors' tactics isn't enough. You must go above and beyond with your unique approach to truly stand out. This might involve targeting more specific long-tail keywords, creating more in-depth and engaging content, or building relationships with key influencers in your industry.

The goal isn't just to match your competitors but to outrank them. The only way to do that is to invest in SEO and consistently stay ahead of the curve.

Of course, this isn't a one-time effort. As your competitors continue to invest in their SEO, you'll need to do the same to maintain your position. This is why ongoing optimisation is so crucial. You can stay one step ahead of the competition by continuously monitoring your rankings, analysing your traffic, and making strategic improvements.

Remember, SEO isn't just about vanity metrics like rankings and traffic. Ultimately, the goal is to drive actual business results—leads, sales, and revenue. By focusing on these key outcomes and linking your SEO efforts to your bottom line, you can prove the value of your investment and secure ongoing support from key stakeholders.

So, if you're not already prioritising SEO, now is the time to start. Your competitors are already doing it, and if you want to stay competitive in today's digital landscape, you can't afford to be left behind. With the right strategy and partner, you can see actual results and growth for your business through organic search.

A useful video guide on SEO Competitor Analysis in 3 Easy Steps from Similarweb

7 Reasons Why You Should Invest in SEO