Is SEO Worth It? Key Questions to Consider
SEO can be the difference between being invisible and top-of-mind for potential customers.
Before you invest time or money, go through these critical questions to see if SEO aligns with your business goals.
Did you know that 76% of people who search on their smartphones for something nearby visit a business within a day? That’s a significant number—and it’s likely why so many business owners wonder: is SEO truly worth the investment?
"Is SEO worth it? Just answer the questions in this flowchart and you'll know whether search engine optimization will be worth your time, money, and effort."
Are Potential Customers Searching for What I Sell or Do?
Imagine owning a local bakery stocked with artisan breads and pastries, yet nobody finds you because you’re buried in search results. If people are actively searching for what you sell, implementing an SEO strategy can directly boost your visibility. Google reports that 4 in 5 consumers use search engines to find local information, and 28% of those local searches actually lead to a purchase. For any local service provider—like a restaurant, dentist, or landscaper—optimizing for local SEO and appearing in Google’s local pack can unlock substantial new revenue.
For non-local businesses—such as e-commerce brands or software companies—online searches still drive growth. Use keyword research tools like Ahrefs’ Keywords Explorer or the free Keyword Generator to quantify demand. For example, a niche online store selling dog socks can uncover thousands of monthly searches for “dog socks” in the U.S. alone. By optimizing product pages and category descriptions around these terms, you capture high-intent searchers who are ready to buy.
Are Potential Customers Searching for Solutions to Problems?
What if customers aren’t typing your product name into search engines? You can still leverage SEO by focusing on the problems your offerings solve. Research shows 53% of shoppers always do online investigation before committing to a purchase, meaning many queries are question-based rather than brand-specific. For instance, a flat bastard file—a metalworking tool—might have low direct search volume, but “how to sharpen a knife” sees nearly 20,000 searches per month. Crafting content around that problem positions your product as the ideal solution and attracts motivated buyers.
Similarly, consider SaaS tools like Ahrefs’ Content Explorer, a searchable database of billions of web pages. Few users search for its official name, but many look for outcomes, such as “how to find content ideas” or “best backlink sources.” By targeting those solution-oriented searches, you drive qualified traffic to your platform and demonstrate real value to potential customers.
When SEO Might Not Be The Best Fit
While SEO offers clear benefits, it isn’t always the right channel for every business. If neither your products nor the solutions you address have meaningful search volume, climbing search rankings may yield minimal returns. Highly competitive niches with entrenched incumbents can require years of effort before seeing traction. In these scenarios, you may consider alternate tactics—such as pay-per-click advertising for immediate visibility, referral partnerships to tap into existing audiences, or offline marketing like events and trade shows—to reach your target customers more efficiently. Analyze customer acquisition cost (CAC) across channels to find the most cost-effective mix.
Understanding Your Options
Once you decide to pursue SEO, three primary approaches suit different budgets and needs:
- Hire an Agency: Retainers typically start around $134/hour for full-service support. Agencies provide specialized skills, advanced tools, and scalable teams but usually require multi-month commitments.
- Build In-House or Hire Freelancers: SEO consultants average $122/hour, while freelancers rate around $68/hour. This path offers tighter control over workflows and closer alignment with your brand, though you’ll handle recruitment, onboarding, and project management.
- DIY Approach: The most cost-effective option demands significant time, continuous learning, and consistent effort. If budget constraints limit you, DIY is essentially your only path. Even with external help, mastering SEO fundamentals empowers you to evaluate vendor proposals, spot ineffective tactics, and steer your strategy wisely.
Whether you choose a specialized agency or the DIY route, set clear goals and realistic timelines. Hiring an agency can accelerate implementation but also entails ongoing contractual obligations. Building an in-house team fosters deeper organizational alignment but comes with recruitment overhead. DIY SEO requires regular hours for content creation, technical audits, and outreach—so block out weekly time and stick to the plan.
Measuring SEO Success
Tracking the right metrics ensures your SEO efforts translate into real business gains. Focus on organic traffic growth, keyword rankings for target terms, and conversion rates from search visitors. Tools like Google Analytics and Search Console help you monitor trends over time—identify which pages attract the most clicks, which keywords generate qualified leads, and where to prioritize content improvements. For more granular insights, use A/B testing on title tags and meta descriptions to see which messaging drives higher click-through rates. Schedule monthly or quarterly SEO audits and reports to review progress, surface new opportunities, and adjust your roadmap in response to algorithm updates or emerging trends.
The Value of Learning SEO
Investing time to learn SEO fundamentals pays dividends regardless of your chosen path. With baseline knowledge, you can distinguish between quality strategies and empty promises, whether you’re vetting agencies or overseeing an internal team. Countless free resources exist to get you started, such as our comprehensive SEO course for beginners, which provides actionable frameworks to drive organic traffic and measure ROI effectively.
Beyond immediate campaigns, cultivating SEO skillsets in your team creates a multiplier effect. As staff learn to optimize site architecture, produce engaging content, and analyze competitor gaps, your organization becomes more self-sufficient. You’ll also gain a deeper understanding of related disciplines—such as content marketing, user experience design, and data analytics—that interlink with search performance.
Conclusion
The key takeaway: Investing in SEO could transform your business’s visibility and revenue potential.
- Audit your target keywords this week to identify high-opportunity search terms and jumpstart your SEO strategy.