SEO that very much depend on your unique contex

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SEO Consulting The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. Testing out a new paid marketing channel is relatively easy. You can assign someone in-house, allocate some test budget, and pretty quickly quantify the return on your investment. Testing out SEO can be quite a bit trickier: Results often take time (more than six months) If results do materialize, they’re often hard to quantify or attribute to any one project It’s more than just a financial investment — you'll usually need product resources as well There are exceptions but most companies can’t say: "let's spend $10K on SEO over the next few months and see if there's potential there".


You have to take a leap of faith, and weighing that leap of faith against very quantifiable, much more immediate projects isn't always easy. I've seen this issue firsthand, first as a consultant at Distilled, then working in-house on SEO at Etsy, cambodia phone number database SeatGeek, and now Course Hero. So, here's my attempt at a framework for investing in SEO: Should you invest in SEO in the first place? How much should you invest in SEO? How should you structure your SEO investment? How should you measure your SEO investment? This post will not cover what SEO work is actually worthwhile, or how to determine your SEO strategy, or how to hire the right SEO, or what tools to use, etc.


Those are all aspects of investing int. That said, hopefully this framework will help you navigate those questions. Should you invest in SEO in the first place? The most relevant question here is, how big is the addressable search market? A company like Slack will have a relatively small addressable search market (there aren't that many searches that Slack really wants to rank for), whereas a company like Expedia has an enormous addressable search market (flights from Vancouver to Toronto or Montreal or Calgary, hotels with free breakfast in Vancouver, cheap motels in Vancouver, car rentals in Vancouver, etc.