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Episode 512: 12 Reasons Why Your Business Absolutely Needs SEO by Sam Hollingsworth Part 2 #512
SEO is a long-term investment, not a cheap expense, and businesses need it because top three organic positions capture nearly 40% of all click-throughs, making page-one ranking essential for generating measurable ROI.
Key takeaways
- The first three organic search positions capture nearly 40% of all click-throughs, making top rankings critical.
- Cheap SEO is dangerous and ultimately expensive; transparency from your SEO provider matters more than low cost.
- SEO is a long-term strategy requiring the right keyword approach, or you rank for terms with no commercial intent.
- Small businesses should budget around 20k to 25k to start SEO properly, according to the hosts.
- Tracking customer acquisition cost across channels helps identify where marketing dollars produce the best return.
If you're not on page one, you need to be.
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
Is SEO cheap for small businesses?
The hosts say SEO is not cheap in absolute dollars, with small businesses needing around 20k to 25k to get started properly. However, they argue it is cheap relative to the ROI it delivers compared to other marketing strategies, calling it the best investment in digital marketing.
How long does SEO take to show results?
According to the episode, SEO can have a noticeable impact within the first year of action being taken. It is a long-term strategy, and the hosts note that results are variable depending on where a site currently stands and whether the right keyword strategy is in place.
Why does ranking on page one of Google matter so much?
The episode cites a study showing the top three organic positions capture nearly 40% of all click-throughs, while up to 30% of results on pages one and two receive no clicks at all. The hosts say ranking below the middle of page one means your investment is essentially wasted.
In their words
Cheap SEO is quite dangerous. Okay. And ultimately expensive. Yeah. And if it tanks your website, ultimately very expensive.
Host
I think the main thing is not cheap, but transparent. Okay, don't work for cheap, look for a transparent company to explain it to you and understand what you do.
Host
A recent study shows that the first three organic search ranking positions result in nearly 40% of all click throughs while up to 30% of the rest on page one and two don't get clicked at all.
Host
Terms defined in this episode
- EAT
- A Google quality standard the hosts describe as requiring blog author bios, supporting data, and proof of business legitimacy such as team photos, to establish Expertise, Authoritativeness, and Trustworthiness.
- Commercial intent keywords
- Search phrases that indicate a user is ready to buy or hire, which the hosts say must be targeted in an SEO strategy or rankings will not generate actual business.
- Customer acquisition cost
- The amount spent on marketing to gain one customer, which the hosts say businesses should calculate per channel to determine where to allocate marketing dollars.
- Core update
- A significant change to Google's ranking algorithm; the hosts reference one focused on speed and customer experience that was affecting many sites at the time of recording.
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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