Seo advertising

How Investing in SEO Can Create Long-Term Equity

By Kahl Orr, Founder of To go upa digital marketing agency that builds high performing websites for some of the fastest growing brands.

Investing in SEO for your business is a long-term strategy that can help you rank higher in Google SERPS and bring you more business for years to come.

You know SEO is necessary, but what does it mean? Why is it essential for your business? Is it worth the investment of time and money?

Investing seriously in SEO can create long-term capital on your website. By treating your site like digital real estate and committing to this strategy, your ROI can increase over time. The more you do it, the faster you will see results.

It’s a marathon, not a sprint

Domain Authority. What is that? It is basically a score associated with your website that indicates your ranking in search engines. The higher the score, the more likely you are to rank higher in search results. Initially, creating a domain authority will take time and money. However, once you cross the threshold, accumulate enough authority to be trusted by Google and other websites, and rank on the first page for your target keywords, your traffic can become a gift. who keeps on giving.

Traditional digital marketing is individualized in terms of what you pay for and receive. If you spend Xyou obtain there. If you want more thereyou have to spend more than X. It is a solution that can generate immediate results in the short term. You can spend ad money on Pay Per Click marketing and Google ads, but what happens when you stop? The prospect dries up nicely.

It can take anywhere from four months to a year to do it the right way, but as you build your SEO and digital presence, you reduce your reliance on traditional paid marketing. SEO is largely an equity builder rather than a direct expense. Your marketing dollars are not wasted; they are parked in your digital presence in the form of quality content and domain authority. It has value. This bolsters the equity in your digital property, much like paying your mortgage.

Investing and doing the work up front is a profitable long-term strategy. Over time, you can spend less energy and advertising dollars and still see big returns in terms of leads and customers that Google continues to drop in your lap.

How to build authority

What does building authority mean? You may ask yourself, “Am I the authority on the topic or keyword? Am I trusted on this topic?” How is this determined?

There are too many websites for Google to manually rate, so they outsource the process by looking at sites they already trust and whose user behavior indicates they trust. They look at who these sites refer to. If enough sites link to you or present and share your website content, Google can better determine your trustworthiness and rank you higher. Intentionally forming mutually beneficial relationships with other organizations that link to your website is called link building.

Cornerstones of link building

Building a strong backlink network takes creativity, awareness, and relationship building. Assess your suppliers and customers and determine if you can develop strategic partnerships where value is created by linking to your website. Create reasons for stakeholders to link with you and build relationships with people whose audience would benefit from linking with you.

Fundamentally important, the other main element of authority building is creating valuable content. Focus on producing remarkable articles that answer all potential user questions. Don’t be tempted to post more frequently if the quality of the pieces will be lower. Link building is unproductive without high caliber content to link to.

SEO is an opportunity to make sure your business is found by people looking for what they want. The more authority you gain, the more users and opportunities you attract. Once you rank well, posting new content will reach more of your audience faster. If it’s good content, others are likely to share and link to it, which can help you rank even higher. It’s not forced. That’s why it’s called organic.

Investing in your digital real estate, your business website, spending marketing dollars on SEO can give you equity in the form of content and domain authority which can bring in more leads from Google. It’s the equivalent of moving your business from a dirt road to a small town in the middle of Times Square. It takes time, patience, and money, but once you get there, it pays dividends.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.