Is SEO worth it for a small business?
SEO is usually worth it when your customers search for what you sell before they buy, when one new customer is worth enough to cover months of work, and when you can wait months for results. It is usually not worth it when almost nobody searches for your service, when you need customers this week, or when your business cannot handle more work.
When it tends to pay off
- Customers search for your service, in your area or online, before they choose.
- A new customer is worth a lot over time: a long contract, repeat work or referrals.
- You can plan in months, not weeks.
- You own your website and can keep what is built.
When it usually does not
- Almost nobody searches for what you sell; customers find you only through referrals or networks.
- You need customers immediately and cannot wait.
- You are already fully booked and could not take more work.
- The website cannot be changed, or is owned by someone else.
A simple way to decide
Estimate what one new customer is worth to you over a year. Ask how many extra customers a month would make the work pay for itself. Then ask an agency what it would measure and over what timeframe, as Google itself suggests asking. If the numbers only work with a promise of a top ranking, they do not work: Google's own guidance says no one can guarantee a #1 ranking on Google.
Sources
Related answers
- How long does SEO take to work?
- How much does SEO cost for a small business?
- What happens if you stop paying for SEO?
SEO for service businesses
Get found on Google by the people already looking for what you sell, in the places you serve, and see which searches turned into inquiries.