SEO is a waste of time and money
Let’s get one thing straight here; SEO is a digital marketing specialism. SEO is not web design or web development. SEO requires a deep understanding of search engine algorithms to be effective. The provider must know and understand the current factors affecting search engine visibility.
SEO work carried out correctly actually works - that’s why you see the brands you expect to appear when you search for generic search terms. Large companies spend huge amounts of money to ensure that they rank highly for these generic terms and receive the lion’s share of traffic. They utilise the ‘breaking eggs with atomic weapons’ approach.
But don’t let this put you off, it’s not all bad news. There are plenty of opportunities for smaller firms to rank for their services/products. Providers need to understand the nature of the client’s business and its unique selling points. What makes you different from the multi-nationals? You’ll find there’s an audience for this. Discuss your aims and ambitions in order for a strategy to be created to gain traffic for more granular search terms which more closely match your offering.