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Episode 511: 12 Reasons Why Your Business Absolutely Needs SEO by Sam Hollingsworth #511
SEO is essential for business growth because it drives the majority of website traffic, builds credibility, improves user experience, supports local discovery, covers the full buying funnel, and requires ongoing updates to stay competitive.
Key takeaways
- Organic search is typically the primary source of website traffic and conversions for most businesses.
- SEO builds trust because users project Google's credibility onto organically ranked results, which paid ads cannot replicate.
- Good SEO and good user experience are inseparable, with page speed, dwell time, and navigation all factoring into rankings.
- SEO best practices change constantly, so reactive strategies lead to rank drops and lost revenue before businesses notice the problem.
SEO should be first and then everything else
About this episode
12 Reasons Why Your Business Absolutely Needs SEOSEO is important for greater searchability and visibility but offers more real value than that. Here are 12 reasons why businesses need SEO to take their brand to the next level written by Sam Hollingsworth.
Questions this episode answers
Why does organic search matter more than paid ads for most businesses?
According to this episode, organic search is most often the primary source of website traffic for most businesses. Users also tend to skip paid ads because organic rankings signal that Google's algorithm, not a budget, placed a site at the top, which projects trust and credibility that paid placements cannot provide.
How does SEO support the entire buying funnel?
The hosts explain that SEO fits at every stage of the buyer journey, from broad informational queries at the top of the funnel to specific purchase-intent queries at the bottom. Different keyword campaigns can target each stage, making SEO a multiplier for anything else a business is doing.
Why do businesses need ongoing SEO rather than a one-time effort?
SEO best practices are always being updated. Old tactics like meta keywords are now ignored or flagged as spam. Algorithm updates, such as the Web Vitals update focused on speed and user experience, can cause rankings to drop significantly if a business is not actively monitoring and adjusting its strategy.
What is the Google local three-pack and why does it matter for local SEO?
The three-pack is a separate search engine from regular Google search, with its own distinct strategies for ranking. Businesses need to optimize their Google My Business profiles, on-page location content, and engagement signals to appear in it, and each physical location should be treated as its own campaign.
In their words
Organic speaks to most people on a level of credibility that paid can never do.
Host
SEO is becoming a lot more technical, so. Yeah. And more branding, like it's just harder, right?
Host
the three-pack is actually a different search engine than universal search, well, than regular Google search. And they wrap it together.
Host
Terms defined in this episode
- Three-pack
- The local map listing block in Google search results, which the hosts describe as a separate search engine from universal Google search with its own distinct ranking strategies.
- Web Vitals update
- A Google algorithm update focused on user experience signals, particularly page speed, that the hosts expected would cause a major reshuffling of rankings.
- Machine learning signals
- Behavioral data collected by Google, such as click-through rates and dwell time, that the algorithm uses to determine trust, credibility, and ranking order.
- Meta keywords
- An old on-page SEO tactic that Google no longer treats as a ranking factor and that Bing considers spam, cited in the episode as an example of outdated practices still found on many sites.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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