As someone who’s been navigating the wild world of digital marketing for a few years now (or maybe more… but no need to reveal my age!), I can tell you the single most important thing your business needs for you to succeed online.
Wait, what?! Yep, you heard me. I’m giving away the secret sauce to online success.
And to be clear, this isn’t about ego or sales tactics—it’s about sharing insights gained from firsthand experience. With hundreds of website launches across a range of industries over the last decade, I’ve been deeply involved in the planning and execution needed to get brands up and running successfully online. I have watched many of those sites grow – some of them so large that they get bought out by an even bigger brand and make even more money. So, I’m not going to play games and drag this out. Writers usually wait until the end to drop the good stuff, but not me!
Here it is, front and center: the single most important thing your business needs to succeed online is SEO. That’s right, I said it. SEO is the secret sauce.
Eye roll moment?
Let’s Break Down Why SEO is the Real Deal
I get it if your eyes just rolled or you thought, “Yeah, right.” Totally understandable. But stick with me—let’s dive a little deeper, and I’ll see if I can change your mind. When we start working with a new client, we ask a ton of questions. We’re trying to get a handle on their goals and the purpose behind their project. Most of the time, the answer is simple: they want to grow their business. Makes sense, right? This is especially true for clients in competitive industries, or those with multiple locations or franchise-based models. They need exposure. They need growth. And we let them know right away—SEO is how they’re going to get it.
What Is SEO, Really?
So, what does SEO really mean? Let’s start with the industry’s definition, straight from Google’s AI playbook. It sums up SEO as the process of optimizing a website to increase visibility when people search for products or services.
Thanks, Google AI. Solid. How about a more digestible explanation?
SEO, or search engine optimization, simply refers to various strategies you can use to help more people find your brand online. Some of the most common tactics include:
But let’s be real—SEO isn’t all black and white. It’s not a “one-and-done” situation. It’s not “easy peasy lemon squeezy,” or a magical cure for a failing business, but it is essential. Without strong SEO, your paid ads will cost more, your email marketing will be less effective, and any offline marketing will feel like you’re shouting into the void. In a competitive space, lack of SEO will leave you frustrated and wondering why nothing’s working.
My Take on SEO: It Starts Before You Even Build Your Site
So, what’s my take on SEO? It’s not some Fiverr gig or a one-time audit with a few page speed fixes. For me, SEO starts way before you even look at a website. It begins with understanding your business at its core.
- What problems do you solve?
- How do you help your customers?
- What drives your team? And what are your goals?
When you nail down those answers, you can start building a strategy that powers everything—starting with the very first stages of website development and continuing through the entire lifespan of your online presence.
What’s the Catch?
Here’s the thing—SEO requires commitment and an investment. When I talk with other business owners, I hear a lot of the same comments: “I have a website, but it is outdated so it doesn’t do much for my business.” Or “I just built a new site, but I’m not getting any leads.” Every time, I’m tempted to jump in and offer advice. If the person is open to feedback, I’ll engage. If not, I just nod along. Why? Because real change only happens when someone’s ready for it. It’s the same with SEO—you can shout from the rooftops about how important it is, but if the business owner isn’t willing to invest, it won’t make a difference. And investment doesn’t just mean dollars; it means time, energy, thought, and labor, too.
In my experience, the best SEO strategies come from collaboration and understanding. SEO isn’t a quick fix or a box you check off. It’s an ongoing process that evolves as the digital landscape changes. If you’re serious about growing your online presence, you’ve got to understand that SEO is the foundation. Without it, everything else—paid ads, social media, email marketing—will be a struggle.
Slow and Steady Wins the Race: SEO Takes Time, But It’s Worth It
Here’s where I might lose a few of you: SEO takes time.
How does a garden grow out in the wild desert? With patience, care, and taking the right steps at the right time. You can’t just toss some seeds, walk off, and hope for the best. To get strong, healthy growth, you’ve got to know the how and when. Make sure there’s a water source. And way before you’re reaping the fruits of your labor, you’ll need to weed, prune, and nurture that garden to get the best harvest.
SEO is no different. It’s not the shiny, overnight solution that paid ads might promise, but it is sustainable. SEO builds long-term results that keep driving traffic, boosting visibility, and converting leads without the constant need to feed money into ads. When you start publishing SEO-friendly content and update your website to meet Google’s technical SEO best practices, it may takes months to see the full impact on the website’s rankings, traffic and leads.
One of the biggest mistakes people make with SEO is treating it like a checklist with tasks to cross off the list and never think about again. They think, “Okay, I did SEO. What’s next?” But SEO is never “done.” It’s a living, breathing element of your digital presence that requires attention, nurturing, and yes, a little experimentation to see what works best for your industry.
Ready to nurture growth? Plant the seeds of SEO.
So, to wrap this up: If you want to succeed online, start with SEO. Do it right, make it a priority, and give it the time and effort it deserves. Because while paid ads, social media, and email marketing all have their place, none of them will be as effective if you’re not showing up organically where your customers are already looking.
Short on time or not feeling adventurous? You might consider hiring an SEO professional. We’re here to help, whether you’re operating a small business looking to dominate local search results or a national brand or franchise chain dealing with the challenges of multilocation SEO. Let’s schedule some time to chat about your goals and how SEO can transform your online presence. But here’s my challenge: come with an open mind and get ready to hear someone who’s been around the block explain what a solid SEO strategy can really do for your business. You might just surprise yourself.
