To optimise or not to optimise?

Do You Need SEO for Your Website?

It’s a question I've heard hundreds, if not thousands, of times over the last 14+ years working in digital marketing agencies that I’ve helped start, build, and manage. Every time I meet with a client to review their website and marketing strategy, it inevitably becomes part of the conversation.

The answer isn’t as complicated as it may seem. It all boils down to one key point:

What Do You Want to Achieve with Your Website?

Understanding your website’s goals will help determine the right direction for your Search Engine Optimisation (SEO) strategy. Here are some scenarios to consider:

1. Replacing an Older Website

If you're getting a new website to replace an existing one, then yes, you need a solid SEO strategy to preserve any gains your current site has made. Ensure that the company you're working with handles the transition smoothly, minimising any impact on your long-term SEO performance when the new site goes live.

2. Launching Your First Website

If you’re launching your first website for a new business, your SEO needs depend on your goals.

• Brochure Website: If you only need a brochure-style site to showcase your services and provide prospects with information, then focus on getting the basics of SEO in place. Let your site grow organically over time — there's no need for aggressive SEO aimed at driving immediate sales.
• Tip: Add a blog to your site. Write about your business and what you love, aiming for 400+ words, accompanied by relevant and attractive images. Keep the content on point.

3. Driving Sales and Leads

If your goal is to sell products or services and drive traffic to your site to generate leads, then you'll need The Works. This includes:

• Content Creation & Keyword Research: Ensure your website is optimised with high-performing keywords.
• Google-Approved Ingredients: Implement a variety of SEO strategies that align with what Google loves to see.
• Consistent Blogging: Post weekly blogs of 400+ words that are relevant to your industry and audience.
• Industry Links: Build strong, relevant backlinks to boost your site’s credibility.
• Google My Business: Fully set up and optimise your Google My Business listing, with weekly posts (as these only last a week).
• Reviews Strategy: Develop a strategy to gain Google My Business and Facebook reviews, as these contribute to the strength of your online presence.

Final Advice

Find an SEO expert who will do a good, transparent job — no smoke and mirrors. Check their reviews, speak to their clients, and look at how they’ve delivered in the past. The SEO world is full of “experts,” so it’s crucial to partner with someone who genuinely knows what they’re doing.

Hope that helps!