Many business owners fixate on achieving a top search ranking for their website. They exhaust all their time, money, and resources into chasing that coveted number one ranking. While search engine optimization (SEO) is important, however, it’s not enough to succeed online anymore. As a business owner, you should explore other digital marketing channels for the following five reasons.
#1) Search Rankings Take Months to Acquire
SEO doesn’t offer instant results. On the contrary, it can take Google up to six months to adjust your site’s ranking after you’ve optimized it. For small businesses, waiting six months to generate sales or conversions isn’t an option. Many small businesses need actionable marketing channels that generate immediate results, and SEO alone doesn’t meet this criterion.
#2) Google Now Shows Fewer Local Listings
SEO isn’t enough because Google recently reduced the number of local listings it displays in its search results. Just a few years ago, Google displayed seven local listings. When you searched for a local business, the Mountain View company would display the seven most relevant local listings above the organic results. Now, however, Google only displays three local listings, known as the local 3-pack.
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#3) Success Isn’t Guaranteed
Of course, there’s no guarantee that your website will achieve a top search ranking. Even if you perform all of the right on-site and off-site optimization tactics, a competitor may still outrank you.
#4) Videos in Search Results
Google’s organic search results don’t consist strictly of websites; it also features YouTube videos. If Google believes a YouTube video is more relevant for a specific search term, it will rank that video higher than your site. And with video expected to account for 82 percent of all internet traffic over the next five years, we’ll probably see more YouTube listings appearing in Google’s search results.
#5) Limited Targeting
Finally, SEO offers limited targeting options when compared to other digital marketing channels. You can optimize your site for specific keywords, but that’s about it. With pay-per-click (PPC) marketing like AdWords or Bing Ads, you can target users by keywords, geographic region, device, and more.
Rather than focusing strictly on SEO, consider a multi-pronged approach tocan help your business create a stronger, more successful online presence that drives real results.