Is SEO worth it for small businesses?
I’ve spent the last 10 years working in content marketing, which means I’ve spent the last 10 years working in SEO strategy with companies big and small, from a massive university to Marie Kondo’s media empire to a luxury clothing boutique in Bozeman, MT. Each time I meet with a potential client, particularly a client who runs a small business, the most common question is: Is SEO worth it?
And I get it, I do. SEO takes time — about 4-12 months, according to (my favorite) SEO tool, SEMRush. While I’ve gotten lucky occasionally with clients and seen results within a few weeks, I long ago learned that there’s no real point in checking in on organic traffic to a new article or freshly launched website for at least 60 or 90 days. SEO is a long game.
SEO is also confusing and feels unnecessarily complicated when all you want to do is focus on running your business and just get in front of some local eyeballs already. It’s easy to think, “I’ll just rely on word-of-mouth,” or “I’ll just focus on social or email list-building and get to SEO eventually.”
But hear me out: Yes, SEO is worth it for small businesses, and the sooner you start, the better. Here’s why.
01. It helps your ideal customer find you faster.
There are many, many moving parts when it comes to SEO, but one simple way small businesses can get the most out of organic search traffic is by finding — and using — the perfect set of keywords for their goals. In my work with clients, I spend hours researching top-level keywords to use throughout their site and content, ultimately landing on 7-10 total keywords that are strategically ideal for their goals. Then, we add these keywords naturally throughout the site.
When you spend the time researching who your ideal customer is and what they’re searching for, you build SEO into your business from day one, and you’ll start getting higher-quality visitors much faster.
Then there’s local SEO. If your small business relies on foot traffic — maybe you’re a cute natural wine bar in Ventura, California (shout-out to Buddy’s!) or a multi-location recruiting agency in Northern California (these are both real examples from my client roster!) — you need people to find you when they search “natural wine bar near me,” “natural wine bar ventura,” or “temp agency in napa.” Local SEO is more important than ever, and while it takes some initial work, once you’re set up, you’re off and running.
When you spend the time researching what your ideal customer is searching for, you build SEO into your business from day one, and you start getting higher quality visitors much faster.
02. It costs you (almost) nothing.
Social ads, Google ads — they ain’t cheap. You know this. And while there are plenty of reasons to invest in paid advertising as a small business, chances are you don’t have as big of a budget as some other companies out there.
This is another reason why SEO can be a boon for small businesses. While you may have to invest in working with a content consultant to get you started, once everything’s set up, you’ll be off and running. And the earlier you start your SEO strategy, the sooner you’ll turn up in the right search results at the right time. Every one of those organic site visitors is free. What a deal, right?
03. It helps you beat the (bigger) competition.
If you’re in an industry where you’re the David facing off against a giant company Goliath, you’re never going to be able to beat them in terms of ad spend. But often, big companies don’t prioritize content. That means that small businesses using SEO can often turn up in search results above their biggest competition — again, without paying a sh*t ton for sponsored ads. And when you see your site pop up as #1 on a search page, it feels really good.
Mind you, doing this right is an art. That’s why authentic storytelling and creative copywriting matter — to Google and to your audience. And the truth is, the smaller your business, the more relatable your stories. So use that, combined with SEO, to your advantage!
People will search for you whether you want them to or not. People will search for you because searching is our default in 2024.
04. There’s a reason why “google” is now a verb.
“Just Google it.” How many times have you heard that?
People are busy. Google saves them from their own short-term memory lapses. They may encounter your small business somewhere and promptly forget your name, but remember that you were an “organic candle company with Love room spray” (another one of my real clients!). Or they may remember your name but not remember your website URL, so they Google you instead.
People will search for you whether you want them to or not. People will search for you because searching is our default in 2024. And for that reason and all the reasons above, yes, SEO is worth it for small businesses.
Convinced that your small business needs SEO but unsure where to start? I’m available for a complimentary consultation call to talk about your specific needs. Hit me up!
Written by Kit Warchol, founder of Nunc Studio. Kit has nearly 15 years of experience as a writer, content strategist, and editorial director for brands big and small. Past clients and content partners include the University of Southern California, Squarespace, KonMari by Marie Kondo, RMS Beauty, Buck Mason, and Current/Elliott. She also has a robust freelance writing career with personal essays and articles published in/on ELLE, Fast Company, Coveteur, ARTINFO, The Rumpus, Food & Wine, and more.