During the course of the last several years, I’ve talked to hundreds of people who have websites, and almost inevitably during the course of those conversations SEO comes up. It’s a buzz word so popular that people throw it around without really understanding what it is.
You can learn more about how SEO works here but the point I want to make here is that sometimes, maybe many times, SEO isn’t enough. What many people fail to realize is that you can optimize title tags and meta descriptions until you’re blue in the face, but at the end of the day, you’re capped out by search volume.
Here’s what I mean — let’s say you sell water purification systems, and your business is located in Portland. You would probably have a page on your website that is optimized for what you do and where you do it. Sometimes that page is your home page, and sometimes it’s not. Either way, lets say you did some keyword research and determined that “water purification systems portland” was the phrase you wanted to target.
The issue here is that if the search volume for that phrase is low, no amount of optimization is going to help you. If there are only 20 people per month typing that phrase into Google, you’re limited to those 20 “opportunities”.
Those opportunities are then divided by the number of competitors, or businesses who are targeting a similar phrase in search.
So out of 20 searches, your website might only see 2 or 3. This is when SEO just isn’t enough. SEO is not this magical unicorn that makes money fall from the sky. You can get it 100% right and still not see results.
This is why you need a well rounded marketing approach. SEO by itself is powerful, but you can see how it is also limiting at the same time.