#3 Not appearing in search results
Q: Where is the best place to hide a dead body?
A: Page 2 of Google. No one ever looks there.
To get sales or leads, your website relies on users coming to visit. Most websites fail due to a lack of traffic. Search engines drive more traffic to business websites than any other source. So if people are looking for the things that you do, then search marketing is important to you.
SEO is about getting found, and there’s often more than one place to hang-out. Even on one search page, you might want to appear in multiple places: The ads, the local businesses on the map, and the organic listings. But it doesn’t end there.
It doesn’t matter if your website is as welcoming as a Hawaiian in a hula. If Google has no idea who you are or what you do, the website is likely to fail in its mission. SEO is a long term, ongoing strategy. But if your website is not showing up at all, there might be a quick fix.
However, long-term, “Search Engine Optimisation” is actually just a slang term for a collection of best practices – web development, digital marketing, content creation, social media, PR, and so on. It’s all these things done well, done consistently, that will get you results.