Let’s face it—traditional marketing is well on its way out the proverbial door.
What was once an industry filled with promotional flyers, roadside billboards and radio spots is now one of social media posts, content marketing and—wait for it—search engine optimization (SEO).
From the outside looking in, the world of SEO is a confusing one.
Seeing as how we currently live in the digital age of communication, it can be difficult for older, more experienced marketers to make sense of foreign terms like canonical URL, meta description, ranking factor and sitemap.
That said, just because something is new, doesn’t mean it isn’t worthwhile.
In fact, there’s a host of reasons for which any business owner or marketing guru should seriously consider making SEO a more conscious, product- or service-pushing effort.
Need some convincing? Here are 10 of the biggest, most influential arguing points in defense of the awesomeness that is SEO:
1) SEO Is an Investment
More than just about anything, SEO is an investment.
No, it’s not one of those shiny new toys that flamboyant businessmen and women purchase to up their social stock; moreover, it’s an investment that’s based on one thing and one thing alone: monetary return.
Think about it—if you’re business’ site is currently found on Google’s second page of generated results and all that’s needed is a modest investment and a bit of savvy content marketing to get on page one, it’d be worth it.
Well, in truth, it’s more than a wish—it’s completely doable.
2) SEO-Driven Sales Never Stop
Sure, a skilled sales team is important for bringing in new business, but people aren’t perfect.
They routinely get sick, call in late and flat out fail to perform from time to time. When SEO strategies are put in place, however, there’s no need to fret.
With the Internet’s largest search engines smiling on your brand, sales leads, opt-ins and generic Web traffic skyrocket.
Oh, and the best part of it all?
While you lay sound asleep at night, with your site nestled comfortably atop Google’s first page of search results, invaluable clicks continue to occur.
3) SEO Is Here to Stay
As previously mentioned, what once worked for marketers, may or may not still be relevant in today’s day and age.
Yet, with that in mind, SEO isn’t likely to go anywhere for quite some time. Search engines are currently developing at an alarming rate and don’t appear to be slowing down.
Though SEO specialists used to focus almost entirely on written text, the industry has now grown to include the optimization of images, audio files and video clips.
Seriously, if it’s a shelf life you’re worried about, cut your banner ad funding and focus on SEO. It’s a much safer bet.
4) SEO Services Aren’t Horribly Expensive
These days, everything comes with a cost and marketers know it.
Shockingly, marketing managers are more than willing to allocate cash towards the creation and implementation of pricy endeavors such as pay per click (PPC) advertising, social media management and email marketing campaigns, yet suddenly become reserved when it comes to pulling the trigger on a bit of SEO work.
In reality, SEO services are relatively inexpensive.
Yes, it’s true that PPC and social media might be better for driving revenue and building an image, but SEO can undeniably become the foundation of any online presence.
5) Market Share and SEO Go Hand In Hand
Let’s face it—the days of using the Yellow Pages for just about anything are long gone.
Presently, thanks to Google, Amazon and eBay, when people are looking for a product or service, they immediately hop online and hunt for the lowest deals and reviews.
No joke—the statistics behind this stuff are staggering.
Somewhere between 80 and 90 percent of customers do their due diligence online before handing their hard-earned cash over to anyone.
Even more impressive, this number is pegged to be one the rise.
In the near future, when your target audience decides to use the Internet to find exactly what they need, will they be able to easily discover your brand?
By way of a bit of SEO, they most assuredly will.
6) Mobile and Local SEO Are More Important Than Ever
In spite of what many naysayers once went out of their way to publicize, during the latter half of 2014, the amount of traffic delivered to smartphones and tablets surpassed that of run-of-the-mill desktop devices.
This was—and still is, if being completely honest—a complete and total game changer.
Basically, with mobile usage more prevalent than it’s ever been before, the widespread impact of SEO has expanded even further to include local optimization.
7) SEO Takes Time to Master
The best time to get started with your business’ SEO was yesterday.
Why? The answer can be summed up in one single word: adaptability. Google’s main search engine algorithm is constantly being updated.
Believe it or not, there are at least one or two of them that take place each and every day.
Things that worked six months ago might not even be relevant today.
Take social media, for example. A few years back, Twitter was bypassed by SEO aficionados as little more than an up-and-coming social channel.
Now, Twitter’s various social indicators are used by Google to help index content.
Pretty crazy, huh?
8) SEO-Friendly Content Isn’t an Overnight Affair
The evolution of SEO has recently placed a great deal of emphasis on visual and audio stimulants such as podcasts, infographics and video.
However, the heart of the matter remains the same—written content is of the utmost importance for influencing both search engines and people.
Just in case it’s been a long while since the last time you sat down and busted out a blog post or two, high-quality writing—complete with optimized text and keyword usage, mind you—takes time produce.
Moreover, it’s not a one-and-done kind of project, but something that requires an endless supply of fresh, engaging material.
Simply put, if you decide to wait a few months or years to dive headfirst into SEO, you’ll be far behind the competitors who had the foresight to begin content production well in advance.
Needless to say, there’s some definite urgency with this stuff.
9) Your Competitors Aren’t Bypassing On SEO
Yup, as the previous section clearly stated, a healthy number of your competitors are already doing the whole SEO thing.
While many traditionalistic marketers might not want to hear this, it’s painfully true.
In fact, says Jason Bayless, Owner of BestSeoCompanies.com, “Remember, SEO is a never-ending process. If you’re not moving forward and improving your position, you’re losing ground to a competitor who is. That’s a simple fact of how the process works.”
10) When Done Correctly, SEO Is All About People
SEO isn’t just about search engines; it’s about people.
There was a time and place when the use of unrelated keywords, hidden links and cloaking were commonplace optimizing practices.
Thankfully, those days are long gone.
Now, more than ever before, real people—yeah, the kind with actual flesh and bone—form the main driving force behind everything reputable SEO strategists do.
What business wouldn’t want to connect on a deeper level with the very customers their employees work tirelessly to attract and maintain? Exactly.
A Few Parting Thoughts
It was famous LSU business professor Leon C. Megginson who once famously said, “It is not the strongest or the most intelligent who will survive, but those who can best manage change.”
While it’s unlikely that Megginson was speaking of the field of SEO at the time he made such an authoritative remark, the application is certainly there.
When the aforementioned points are taken into consideration, the consensus is overwhelmingly universal: SEO is a must for your business.
Lucas Miller is the Founder of Echelon Copy. When not writing, editing or running, he's working tirelessly to perfect what he claims is the "World's Greatest Pompadour." Additionally, for what it's worth, his editorial works have been featured on Social Media Today, Business2Community, Ragan's PR Daily, Spin Sucks and many other top-tier PR publications.