Don’t Be Afraid to Walk Away from SEO

May 12, 2020
Spotlight Branding

If you’ve looked into other marketing companies, then you’ve probably come across at least a dozen pitches, offers, and packages that either focus on SEO or have it as a line item. Everyone promises that they’ll “do SEO” for you, and the absolute ubiquity of the offers can make it seem necessary. But what does “doing SEO” even mean, and is it really a make-or-break thing for your firm? 

Honestly, there’s no clear-cut definition of what “doing SEO” means. Those companies could be offering to add a few keywords to your blog posts that might trip Google’s algorithms, or they could be preparing to gear up for a fullon backlinking campaign — and there’s a huge difference between those two options. In our experience, only the latter version of SEO is worth doing at all, but you don’t have to do either version to run a successful law firm. That’s the truth most marketers won’t tell you: The world won’t end if you just … let SEO go. 

Yes, catering to SEO will raise your Google rankings. However, unless you’re engaged in an aggressive, all-out SEO effort, the boost you get will likely only take you from Pg. 10 of the search results to Pg. 5 — which is really no difference at all. (Keep in mind that regardless of whether you make any SEO effort, as long as you have a website, people actually looking for your firm will find you on Google just fine.) 

In our experience, you’re better off letting go of SEO completely than playing the game halfway. That’s because while basic SEO does have some benefits, it doesn’t actually produce ROI. With that in mind, we recommend to our clients that unless they’re prepared to go all-in, they’re better off reallocating the money and time they’re spending on SEO to other things. We also don’t talk about SEO, or label anything we do as SEO, because 99.9% of the time, it’s a losing proposition. We create content to engage and impress people, not algorithms — and it works. 

If you’ve been too afraid to walk away from SEO, take this article as a sign: Let it go! To learn more about our SEO-free services, contact us today.

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!