Transcript – BEFORE YOU DO SEO – WATCH THIS (WHEN SEO IS ACTUALLY DEAD)
On this channel, I talk about SEO a hell of a lot and I’m massively an advocate for SEO but what if I told you SEO isn’t for everyone. In fact, there are some specific scenarios where you should never ever ever do SEO. Well in this video, I’m going to break down scenarios whereby a company should never touch SEO because there’s problems that they need to address first. That and more is coming up.
Hey guys, Darren Taylor of thebigmarketer.com and my job is to teach you all about digital marketing. Now if that sounds up your street, you should consider subscribing to my channel and in this video we are talking about why SEO isn’t necessarily the best thing to do for your business. I can already hear you saying, “Darren, you talk about SEO all the time, why are you telling me now today to stop doing SEO or to not even consider SEO?” Well, there are some scenarios where you shouldn’t do SEO and I’m going to go through those right now.
Let’s start off with the very first scenario whereby you shouldn’t do SEO. The first scenario where you should never do SEO is if you’ve got low budget for SEO in a very highly competitive niche with some massive competitors. Let’s break that down a little bit more in a bit more detail. If you operate in a market where your competition have thousands and thousands of pounds to spend on SEO every single month because it’s a very high level and highly valuable service where the number one, two, three, four, five, top five positions, for example, are taken up by massive global household name companies and your smaller business or medium-sized business needs to play catch-up with those guys then unless you have a significant budget, then anything you spend on SEO is wasted. Because if you were to spend low SEO budgets doing small link building campaigns and small outreach and only the basics in terms of technical abilities of your website, then you’re never going to catch up with your competitors, you’re never going to get to page one, why even bother doing SEO, you’re wasting your money.
If you are in a position where you’re doing SEO and you’re thinking to yourself you’re miles behind the competition then you’ve got no ability to accelerate your power of your SEO and actually really invest in it and actually get to a point where by you can get more from it, then you’re going to struggle, you’re going to be stuck on page two, page three, page four while your massive competitors continue to pump massive amounts into the SEO and then the gap will just keep on widening. You’re not actually going to catch up to them at any point, therefore there’s no point in doing SEO if you’re in that specific scenario.
The second reason you should never do SEO is if you haven’t got the ability to create or outsource your content creation. We all know creating content, the old mantra of content is king when it comes to SEO. If that’s the case, if you can’t even create content then why even bother doing SEO. Now that may sound a little bit cynical there are plenty of businesses out there who do well in SEO, who don’t produce content but the more and more businesses that start to do SEO, the more the industry becomes squeezed and the best people who get to the top premium positions are indeed content creators.
A lot of people are saying these days every single business should be in the publishing business because creating that content will allow you to rank for the more long-tailed terms of what people are experimenting and looking for before actually transacting with your business. That’s really going to help you in the long term and that strategy works incredibly well for SEO and to do that strategy, you have to create content. If you can’t create content then there might not be any point in doing SEO at all to be fair.
The third reason your business should never do SEO is if your business doesn’t have the agility or the ability to make changes to your website. SEO is all about the three elements of on-page, off page and technical SEO and the actual performance of your website, taking link building and off page SEO out of the picture and looking at technical SEO and looking at what you can do on page, they require manual changes to your website code whether that’s within something like WordPress, if your website’s built there, whether it’s hand coded, whether you go through your web designer. In any scenario, if you can’t access your code and make updates to your website then there’s no point in investing in SEO.
You might think that sounds obvious but in actual fact, I’ve worked clients who have done full steam ahead with their SEO, I’ve done a full audit for them, they really want to crack on with their SEO and then three months after I’ve done the initial audit that all the legwork and all the groundwork and planned exactly what they need to do today website, they haven’t done anything with the audit. They’ve essentially wasted their money because for three months they could have been pushing their SEO and really going with their strategy. They’re just sitting there with all the information they need and not actually performing and adding to their website to make those changes in order to start getting some of those good ranking changes. That is a complete waste of money, don’t do that.
The final reason why a business should never do SEO is if your brand is toxic. Now this is a tough one to swallow for some businesses. A lot of businesses go out there with the best intentions but unfortunately whether it’s because of a subpar or poor product or bad customer service or issues with what you provide, there can be scenarios where your product is shown to be terrible. Now, this could be things on review sites, it could be things on Google reviews, it could be things people are saying about your business across the web, it could be any number of things but if it’s shown that generally your business is shown to be toxic in terms of your brand and I don’t mean the odd bad review.
Everybody gets bad reviews but if there’s a consistent trend of a poor products or poor performance or a poor experience for customers then there’s no point in doing SEO either. Why? Because your conversions will suck. People do research beforehand. Why invest all of your money into SEO trying to get great visibility when your conversions are going to be appalling. That is another reason not to do SEO because ultimately, if your customers having bad experiences and it’s known specifically across everything that your customers aren’t enjoying experience with your business, then they’re not going to transact with you as consistently as they would if they were. Before you do SEO, if you’ve got bad brand, fix it.
Do your brand cleanup, change your products, change your performance and service, increase your reviews and make sure you really clean up your brand as well and again as I said at the beginning of this video is hard to push some of these changes without having the business fully invested into SEO. These are the reasons why you should never ever do SEO. If you don’t do any of these things then go ahead with SEO because it’s a powerful strategy but if you’re struggling with any of the things I mentioned in this video then you’re not going to need to do SEO.
Thank you guys so much for watching this video, if you liked it leave a like below. Let me know if you’ve changed your mind and whether your business should be doing SEO based on what I’ve said in this video, more important than that don’t forget to subscribe check out the other content on my channel and I’ll see you guys on my next video.