Your Guide to Investing in SEO
SEO is the backbone of any business today. It helps you move beyond barriers to attract more and more customers and get more sales done.
MOZ contributor Daniel Marks has published a detailed article titled ‘How to Invest in SEO’ to help you make the most of your SEO efforts.
He says, “This post will not cover what SEO work is actually worthwhile, or how to determine your SEO strategy, or how to hire the right SEO, or what tools to use, etc. Those are all aspects of investing in SEO that very much depend on your unique context. That said, hopefully this framework will help you navigate those questions.
Should you invest in SEO in the first place?
The most relevant question here is, how big is the addressable search market? A company like Slack will have a relatively small addressable search market (there aren’t that many searches that Slack really wants to rank for), whereas a company like Expedia has an enormous addressable search market (flights from Vancouver to Toronto or Montreal or Calgary, hotels with free breakfast in Vancouver, cheap motels in Vancouver, car rentals in Vancouver, etc.).
Slack could always go all-in on content marketing and try ranking for top-of-funnel queries (anything related to communication, for example), but the intent of this traffic will usually be low.”
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