As an obvious huge proponent of SEO, it would typically be difficult for me to advocate using no SEO in certain situations. Though SEO is applicable to millions and millions of businesses, there are still some we come across where the clients the business wants to generate may not come as simply as a Google search. There would have been a period of time not too long ago where I told you that restaurants and bars would benefit almost primarily from good social media; there are definitely instances where being optimized for “Best Deep Dish Pizza in Chicago” and “Catering Boca Raton” would obviously be a huge benefit to a lot of businesses.
So how do you figure if your business really isn’t a good fit? Well, the first thing you have to ask yourself is if the business you’re acquiring right now is sufficient through other means. Some business owners are simply content with the amount of business they get – we have some clients that get a steady stream of leads from SEO and are setting up to retire in a few years. There’s nothing wrong with having a comfortable level of business and forgoing another channel of lead generation.
Another instance of SEO perhaps not being particularly necessary is optimizing names and brands that are already solidified online. If anything this would be more of a ORM (online reputation management) angle to preserving the reputation and image online of a business and/or brand.
Common stores, such as gas stations, convenience stores, and other commodity locations, don’t really benefit much from being presented differently online, but they certainly still need proper citations and could benefit from a few positive reviews (hopefully at least 5 on Google and perhaps a couple on Yelp at least). Possibly enough for someone to go out of his way for a different experience.
General practice dentists and doctors don’t always need stellar SEO because of the fact many people are referred to them based on location and the insurance they have, but again people are often receiving the options they have and then scouting online for their reviews and descriptions to ensure they are making the right decision.
Think about the business you have right now – the simple question is “will a customer look for my service/what I sell from doing a search online?” If the answer is leaning towards no, think about if your potential customer can at least learn more about your product or service by looking you up online to do further research.
If your business is tarnished by this instance of the process, you may need to attempt an Online Reputation Campaign, which we will cover the basics of in another blog.