How can SEO help ensure the integrity of your brand’s online existence?
SEO is a layer of checks and balances that exists within the mechanics of all online communication to help your brand’s message reach as far as it possibly can.
Through ongoing maintenance, SEO can help ensure that the value of your website is properly identified by search engines, which can help maintain and improve organic visibility.
You can pay tens of thousands of dollars to get a website built, but unless it’s been built with the proper SEO components in place, who’s to say the website won’t “fall apart” when Google comes to crawl it, and that's even if they can find it at all.
SEO is not a stand-alone marketing channel. It’s a mixture of on-going reviews, assessments, and adjustments to ensure you’re not going to shoot yourself in the foot every time you make a change to your website.
So stop trying to squeeze an ROI out of an activity whose primary function is to ensure the integrity of your brand’s online existence. Simply accept that it’s a necessary component of maintaining your brand online.
It’s true that you can have an online existence that is 100% supported by paid marketing efforts without any consideration to SEO. You will still get traffic to your website.
What you won’t have is any assurance that your website will survive in the organic online world once the money runs out, since once you stop paying for PPC, your faucet is completely turned off, and so are your sales.