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SEO - What is it, what works, and is it really worth it?

In the ever-evolving landscape of digital marketing, one term you've undoubtedly come across is SEO, or Search Engine Optimisation. But what exactly is SEO, and does it live up to the hype? As a marketing consultant working closely with business owners, I'm here to shed light on this topic and explore the various aspects that make SEO a crucial component of any successful digital marketing strategy.

The Foundation of SEO: Good Content

At the heart of every effective SEO strategy is high-quality content. In a world where search engines like Google are constantly refining their algorithms to deliver the best results to users, content remains king. But what does "good content" really entail?

Relevance and Value

First and foremost, good content is relevant and valuable to your target audience. It should address their questions, needs, interests and pain points. Think about the problems your product or service solves, and create content that provides solutions or valuable insights. Content that offers solutions is also likely to engage and retain your audience, people often seek information that can help them solve problems or make decisions.

For example, if you run a landscaping business, your website should offer articles, videos, or guides that discuss topics like lawn care, garden design, or tree maintenance. By doing so, you not only attract potential customers interested in these subjects but also establish yourself as an authority in your industry.

Keywords: The Backbone of SEO

Keywords play a pivotal role in SEO. These are the words and phrases that users enter into search engines when looking for information or solutions. Incorporating relevant keywords strategically into your content can improve your website's visibility in search results. Keywords serve as the link between what people are searching for and content you are offering.

However, it's important to use keywords naturally and not engage in keyword stuffing (the excessive use of keywords) as it can lead to poor user experience and potential penalties from search engines. Effective keyword research can help you identify the most relevant and valuable terms to target.

High-Quality Writing and Formatting

Great content isn't just about keywords; it's also about the quality of writing and formatting. Content should be original, well-written, free of grammatical errors, and easy to read. It should be structured with clear headings, subheadings, and bullet points to make it scannable and user-friendly. Additionally, ensuring your content is responsive and displays well on mobile devices is crucial.

Engaging visuals, such as images and infographics, can also enhance the overall user experience and help convey information more effectively. Remember that a website's design and functionality play a role in how users perceive your content, so investing in a well-designed, responsive website is essential.

Link Building: The Web of Authority

Once you have compelling content in place, the next step in optimising your website for search engines is link building. Link building is the process of acquiring high-quality, relevant backlinks to your website from other reputable sites. This process is like building a web of authority around your website..

Why Do Backlinks Matter?

Search engines view backlinks as a vote of confidence in your website. When other authoritative websites link to your content, it signals to search engines that your content is valuable and trustworthy. Consequently, your website is more likely to rank higher in search results. The better quality backlinks a website has, the higher it’s likely to rank in search results.

However, not all backlinks are created equal. Quality matters more than quantity. One high-quality backlink from a reputable source can carry more weight than numerous low-quality links. Focus on building relationships with other businesses and organisations in your industry to create opportunities for meaningful backlinks.

Ethical Link Building Practices

It's crucial to emphasise that ethical link building practices should always be the priority. Avoid any tactics that try to manipulate search engine rankings, such as buying links or participating in link schemes. Search engines like Google continuously update their algorithms to identify and penalise such practices.

Instead, focus on creating valuable, shareable content that naturally attracts backlinks. Engage with your target audience on social media, and foster relationships with influencers and industry leaders who may find your content valuable enough to link to.

Referral Traffic

One aspect of link building that goes under the radar is the potential referral traffic from these links. If you can focus on websites that may generate potential traffic and leads, this will mean you are looking in the right places.

Website Experience: The User-Centric Approach

The third pillar of effective SEO is ensuring a positive website experience for your visitors. While this may not seem directly related to SEO at first glance, it significantly impacts your website's performance in search results.

Mobile Responsiveness

In an era where mobile devices are prevalent, having a mobile-responsive website is essential for reaching your audience wherever they might be. Google's algorithms prioritise mobile-friendly websites, and having a mobile-responsive design is not only a ranking factor but also crucial for providing a seamless user experience. This can improve rankings and ultimately lead to higher traffic, better engagement and more conversions.

Page Speed Matters

A slow-loading website can frustrate visitors and lead to higher bounce rates, which can negatively impact your SEO efforts. Optimizing your website for speed is crucial. Compressing images, minimising code, and using content delivery networks (CDNs) are just a few strategies to consider.

Intuitive Navigation and User-Friendly Design

A user-friendly website should be easy to navigate, with clear menus, logical page structures, and a clean design. Ensuring that visitors can find what they're looking for quickly can reduce bounce rates and increase engagement, which can positively influence your search engine rankings. A well-structured website is not just useful for Google to understand and crawl your site, but for users to find the right content.

Is SEO Really Worth It?

Now, let's address the big question: Is SEO worth the investment? Absolutely, and for more reasons than just achieving high search engine rankings and increased website traffic.

Long-Term Sustainability

SEO is a long-term strategy that can provide sustained results. Unlike some forms of paid advertising, which stop delivering traffic as soon as you stop paying, SEO efforts can continue to benefit your business over time. As your content and backlink portfolio grow, so does your online presence.

Builds Trust and Credibility

A strong online presence through SEO can establish trust and credibility with your audience. When your website consistently appears in search results for relevant queries, users are more likely to trust your brand as an authority in your industry.


Compared to traditional advertising channels, SEO can be highly cost-effective. While there are upfront costs involved, the long-term benefits often outweigh the initial investment. You'll reach a broader audience and generate organic traffic without continually paying for clicks or impressions.

Enhanced User Experience

By focusing on SEO, you'll naturally enhance the user experience on your website. A user-friendly website is more likely to keep visitors engaged, reduce bounce rates, and increase conversions, all of which positively impact your bottom line.

Competitive Advantage

In today's competitive digital landscape, your competitors are likely investing in SEO. By not participating in this crucial aspect of online marketing, you risk falling behind. SEO can give you a competitive advantage by helping you stand out in search results.

In conclusion, SEO is not just about optimising your website for search engines; it's about providing valuable content, building authoritative backlinks, and creating an exceptional user experience. When executed correctly, SEO is undoubtedly worth the investment. It can lead to sustained growth, increased trust and credibility, cost-effective marketing, and a competitive edge in your industry. So, if you're still wondering whether SEO is worth it, the answer is a resounding yes. It's a digital marketing strategy that can deliver a multitude of benefits beyond just rankings and traffic. Start prioritising SEO today to position your business for success in the ever-competitive online marketplace. If you require a review of your SEO, there are plenty of SEO agencies willing to do this free of charge.



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