Studies reveal that 68% of online experiences begin with a search engine. This is why having a robust online presence is essential for any business. But with so many online guides, business owners face a dilemma: should they hire an SEO expert or DIY the process independently?
In this article, we explore key aspects of SEO that business owners can handle independently and highlight scenarios where professional guidance is likely to deliver a stronger return on investment. By understanding when to DIY and when to delegate, you can make informed decisions to maximise your local search visibility.
SEO Basics That Can Be DIYed
Image credit: yourstory
Small business owners often face the challenge of managing multiple aspects of their operations, including marketing. Fortunately, many fundamental SEO tasks can be effectively tackled by business owners without needing extensive technical expertise.
By taking charge of these areas, businesses can enhance their online visibility, attract local customers, and lay the groundwork for a successful SEO strategy. Here’s a detailed overview of the basics of SEO that can be DIYed:
1. Keyword Research
Image credit: sitechecker
Keyword research is the foundation of any successful SEO strategy. It involves identifying the terms and phrases that potential customers use when searching for products or services online.
Here’s how business owners can conduct effective keyword research:
- Utilise Free Keyword Tools: Tools like Google Keyword Planner, Ubersuggest, and AnswerThePublic can help generate keyword ideas. These tools provide insights into search volume, competition level, and related keywords.
- Focus on Long-Tail Keywords: Long-tail keywords, which are typically longer phrases that are more specific, tend to have lower competition and can drive more targeted traffic. For instance, instead of just targeting “plumber,” a business might target “emergency plumber in Bugis.”
- Consider Search Intent: Understand the different types of search intent—informational, navigational, transactional, and commercial. This will help you create content that meets users’ needs. For example, someone searching for “how to fix a leaky tap” is likely looking for information, while “best plumbers near me” indicates a user ready to hire.
2. On-Page SEO Optimisation
Image credit: hubspot
On-page SEO refers to the practice of optimising individual web pages to rank higher and earn more relevant traffic in search engines.
Here are key elements that business owners can focus on:
- Optimise Title Tags and Meta Descriptions: The title tag is the clickable headline that appears in search results, while the meta description provides a summary of the page. Both should include relevant keywords and encourage users to click through. Aim for a title under 60 characters and a meta description of around 150-160 characters.
- Use Header Tags Strategically: Use header tags (H1, H2, H3) to structure your content. The H1 tag should contain the primary keyword and summarise the page’s content. H2 and H3 tags can be used for subheadings, making the content easier to read and understand.
- Create High-Quality, Relevant Content: Content is at the heart of on-page SEO. Write informative, engaging, and original content that answers the questions your audience is asking. Regularly updating your blog with relevant articles or guides can also help attract more visitors.
- Image Optimisation: Use descriptive file names and alt text for images, as search engines cannot “see” images but can read the text associated with them. This improves accessibility and can help images rank in search results.
3. Local SEO Practices
Image credit: seobility
Local SEO is crucial for businesses that serve specific geographic areas. It involves optimising your online presence to attract more business from relevant local searches.
Here are essential local SEO tactics that can be DIYed:
- Claim and Optimise Your Google Business Profile: Claiming and optimising your Google Business Profile is important. Ensure that all details, such as business name, address, phone number, website, and hours of operation, are accurate and up to date.
- Build Local Citations: List your business on local directories and platforms such as Yelp, TripAdvisor, and local Chamber of Commerce websites. Consistency in your business’s name, address, and phone number (NAP) across all listings is essential for local SEO.
- Encourage Customer Reviews: Positive reviews can significantly influence local rankings and customer decisions. Encourage satisfied customers to leave reviews on your Google Business Profile and other relevant platforms. Responding to reviews—both positive and negative—demonstrates your commitment to customer service.
4. Technical SEO Fundamentals
Image credit: jaroeducation
While some technical SEO aspects may require professional expertise, several fundamental practices can be handled by business owners:
- Ensure Mobile-Friendliness: With an increasing number of users accessing websites via mobile devices, it’s crucial to ensure your site is mobile-friendly. Use responsive design techniques or mobile-friendly themes for your website to provide an optimal user experience across devices.
- Improve Site Speed: A slow-loading website can deter visitors and negatively impact rankings. Use tools like Google PageSpeed Insights to analyse your site’s speed and identify areas for improvement, such as optimising images, leveraging browser caching, and minimising server response time.
- Use HTTPS for Security: Ensure your website is secure by using HTTPS rather than HTTP. This not only helps protect user data but is also a ranking factor for Google.
5. Monitoring and Analytics
Image credit: clearscope
Finally, regularly monitoring your website’s performance and traffic is essential for understanding the effectiveness of your SEO efforts:
- Set Up Google Analytics: Google Analytics is a powerful tool that tracks website traffic and user behaviour. By setting up this tool, you can gain insights into how visitors find and interact with your website.
- Monitor Keyword Rankings: Use tools like Google Search Console or free alternatives like SERPWatcher to track how well your targeted keywords are performing over time. This will help you adjust your strategies based on what’s working and what isn’t.
- Regularly Audit Your Website: Conduct periodic audits to assess your website’s SEO health. Check for broken links, missing alt tags, or outdated content. Tools like Screaming Frog or SEMrush can help identify issues that need addressing.
Limitations in DIY SEO
Image credit: yewbiz
While DIY SEO offers many advantages for small business owners—such as cost savings and direct control over your online presence—some notable challenges and limitations hinder your efforts. Understanding these limitations is crucial for optimising your site effectively.
Here, we discuss three key areas where DIYers may struggle: maintaining consistency across listings, managing negative reviews, and addressing technical SEO aspects.
a. Keeping Listings Consistent Across Multiple Platforms
One of the foundational elements of SEO is maintaining consistent business information across various online platforms. This includes not only your Google Business Profile but also social media pages, online directories, and your own website. Inconsistencies can significantly undermine both search engine rankings and user trust.
- Impact of Inconsistencies on Rankings and Trust: Search engines like Google use local citations—mentions of your business name, address, and phone number (NAP)—to determine the credibility and relevance of your business. If there are discrepancies in your NAP across platforms, it can confuse search engines, leading to lower rankings in local search results. Additionally, consumers may encounter mixed messages about your business, which can erode their trust and discourage them from engaging with your services.
- Challenges in Updating Information: DIYers often face considerable challenges when attempting to keep information current across multiple platforms. This can include:
- Time-consuming processes
- Lack of central management
- Duplicate listings
b. Managing Negative Reviews Effectively
Customer reviews play a pivotal role in shaping a business’s online reputation, particularly in the context of local SEO. Negative reviews, if not managed effectively, can have detrimental effects on both search rankings and consumer perceptions.
- Complexities of Reputation Management: Managing your online reputation involves not only responding to reviews but also actively engaging with customers. This can be a complex undertaking for DIYers who may not have experience in public relations or customer service.
- Responding to Negative Reviews: It is essential to address negative reviews professionally and promptly. Failing to do so can leave a poor impression on potential customers and signal that the business does not value feedback or customer satisfaction.
- Strategic Responses: Crafting responses that are constructive and show empathy requires a clear strategy. Without one, DIYers may react impulsively or defensively, which could escalate the situation and worsen public perception.
- Pitfalls Without a Clear Strategy: Without a defined protocol for managing reviews, businesses may fall into common traps, such as ignoring reviews and inconsistent tone and messaging.
c. Technical SEO Aspects Like Website Speed and Mobile Optimisation
Technical SEO encompasses various factors that influence a website’s performance and search engine rankings. For many DIYers, addressing technical aspects like website speed and mobile optimisation can pose significant challenges.
- Role of Mobile Optimisation and Page Speed: With a growing number of consumers using mobile devices to conduct local searches, optimising for mobile is paramount. Google prioritises mobile-friendly websites in search results, making it essential for DIYers to ensure their sites are responsive and fast-loading.
- Mobile-Friendly Design: A site that does not adapt well to mobile devices can lead to a poor user experience, causing potential customers to abandon the site and negatively affecting bounce rates. Mobile optimisation includes adjusting layout, images, and text to ensure readability and ease of navigation on smaller screens.
Challenges in Troubleshooting Technical Issues
Many DIYers lack the technical knowledge or tools necessary to diagnose and fix issues affecting their site’s performance.
- Identifying Speed Issues: Understanding the factors that contribute to slow page load times, such as image sizes, server response times, or excessive scripts, can be daunting. Without familiarity with tools like Google PageSpeed Insights or GTmetrix, business owners may struggle to pinpoint the root cause of slow performance.
- Ongoing Maintenance: Technical SEO is not a one-time task; it requires ongoing monitoring and maintenance. DIYers may find it challenging to stay up to date with best practices and algorithm changes that affect their site’s performance, leading to missed opportunities for improvement.
Should You Hire an SEO Expert or DIY?
While many small business owners can effectively manage basic local SEO tasks, certain scenarios demand a higher level of expertise. Engaging an SEO professional can provide the strategic insight and advanced skills necessary to navigate the complexities of local search, particularly in competitive markets, when scaling to multiple locations, or for long-term growth strategies.
Here are some scenarios where it’s best to hire an SEO expert instead of DIYing it:
a. For High-Competition Markets
In areas where multiple businesses vie for the same customers, standing out can be a daunting challenge. High-competition markets, such as popular urban centres or industries with numerous players, require more sophisticated SEO tactics. Here’s why:
Advanced Keyword Research
In competitive environments, finding the right keywords is crucial. Professionals use advanced tools to conduct in-depth keyword analysis, identifying high-value, low-competition phrases that DIYers might overlook. This involves examining search volumes, trends, and the competitive landscape to develop a comprehensive keyword strategy.
Experts also analyse competitor keywords, providing insights into what drives their traffic and how they can differentiate a business’s offering.
Backlink Building Strategies
Backlinks are a significant ranking factor; websites with higher authority links typically perform better in search results. Professionals have the resources and relationships to secure quality backlinks from reputable sources, which can dramatically improve a business’s online credibility and visibility.
They implement strategic link-building campaigns, such as guest posting on industry blogs, securing mentions in local news, or collaborating with influencers, which are often beyond the scope of a small business owner’s capabilities.
Optimising for Niche-Specific Searches
In highly specialised markets, targeting niche-specific searches becomes essential. SEO professionals can conduct competitor analysis and audience research to understand the unique needs and pain points of potential customers, enabling them to create tailored content that resonates with local audiences.
By optimising content for specific services or products, such as “vegan bakery in Jurong West” rather than just “bakery,” businesses can increase their chances of ranking higher for more relevant queries.
b. When Scaling to Multiple Locations
As businesses expand into new geographical areas, managing local SEO across multiple locations introduces significant complexity. Each location may have unique characteristics, customer behaviours, and competition levels. Professional assistance is often necessary to ensure effective SEO across multiple sites:
Developing Multi-Location Landing Pages
Creating effective landing pages for each location is crucial for SEO success. SEO professionals can design optimised pages that highlight unique selling points, local testimonials, and specific services tailored to each area. These pages can improve local search visibility by ensuring relevance to the community.
Professionals also ensure that the structure of these pages adheres to best practices, incorporating local keywords and using engaging content that appeals to local customers.
实施结构化数据
Structured data, or schema markup, helps search engines understand the specific details about a business, including location, services, and reviews. Professionals can implement the appropriate schema to enhance search visibility, particularly in local search results and Google’s Local Pack.
Proper use of structured data can improve click-through rates and enable rich snippets, which can be crucial for standing out in competitive local searches.
Strategic Content Planning for Each Location
Each location may require a unique content strategy based on its demographic and competitive landscape. SEO professionals can develop tailored content marketing strategies that address local interests and issues, such as community events or regional trends, positioning the business as a local authority.
Ongoing content development can also include local news articles, blog posts, and service pages that reflect the unique characteristics of each area, helping to engage local audiences and improve search rankings.
c. For Long-Term Strategy and Growth
SEO is not a one-time effort; it requires continuous monitoring and adjustment to remain effective. SEO professionals provide the expertise needed for long-term strategic growth:
Continuous Tracking and Analysis
SEO professionals employ advanced analytics tools to track website performance, user behaviour, and conversion rates. They can identify trends over time, allowing for data-driven decisions to refine SEO strategies effectively.
This continuous monitoring helps businesses stay ahead of changes in user preferences, ensuring that their strategies align with evolving market conditions.
Ongoing Audits and Adaptation
Regular SEO audits are essential for identifying areas of improvement and opportunities for optimisation. Professionals conduct comprehensive audits that assess technical SEO aspects, content effectiveness, and backlink profiles to identify weaknesses.
They can also keep businesses informed about algorithm updates from search engines like Google, adapting strategies to maintain or improve rankings in response to these changes.
Refining Approaches Over Time
SEO is an iterative process. Professionals have the experience to refine approaches based on performance data, user feedback, and market shifts. This adaptability ensures that businesses are not only keeping pace with competitors but are also positioned for growth.
By developing a long-term SEO strategy that includes regular reviews and updates, businesses can secure a sustainable online presence that attracts local customers consistently.
Hire an SEO Expert or DIY in Singapore: That is the Question
While DIY SEO can be effective for small business owners tackling the basics of local search, specific scenarios—such as operating in competitive markets, expanding into multiple locations, or aiming for sustained growth—often necessitate professional assistance. By recognising when to seek expert help, businesses can optimise their SEO efforts more effectively, ensuring they capture the attention of local customers and achieve long-term success.
Call us today for a consultation on how to scale your business online. You don’t need to wonder whether you should hire an SEO expert or DIY the whole process yourself. After all, you’ve got bigger and more important things to focus on in your business. Let the seasoned SEO pros do the nitty-gritty stuff for you.
常见问题
What are the advantages of using an SEO expert versus a DIY approach?
Hiring an SEO expert provides access to advanced tools, specialised knowledge, and tailored strategies that go beyond what a DIY approach typically covers. Professionals bring expertise in complex areas such as competitor analysis, backlink building, and detailed technical audits, which are challenging to master alone.
DIY SEO, however, offers cost savings and allows business owners to learn the basics at their own pace, which can work well for smaller businesses or those with fewer local competitors.
How can an SEO expert help improve visibility in a competitive market?
In high-competition areas, SEO experts use targeted, data-driven strategies to ensure a business stands out. They conduct in-depth competitor research to identify keyword gaps and develop content strategies to meet market demand. Additionally, experts can secure quality backlinks and optimise content for niche-specific searches, boosting rankings in ways that DIY efforts may struggle to achieve without significant experience and tools.
When is DIY SEO an effective option for small business owners?
DIY SEO is effective when a business operates in a less competitive market, or if they’re focusing on the basics, such as optimising Google Business Profile, ensuring consistent citations, and using local keywords on their website. Business owners with limited budgets or small local audiences can benefit from DIY by managing these foundational SEO tasks on their own, which can yield good results without the need for advanced expertise.
What challenges might small businesses face when handling local SEO on their own?
Small businesses may find it challenging to keep up with the technical side of SEO, such as schema markup, site speed, and ongoing audits. Maintaining consistent business information across multiple platforms and handling advanced link-building can also be difficult. For businesses with multiple locations or in competitive areas, DIY efforts may fall short in achieving visibility goals without the strategic insight that SEO experts bring.
How does an SEO expert support long-term growth compared to a DIY approach?
SEO experts continuously track and adapt strategies to keep a business’s online presence aligned with search engine updates and user trends. They conduct regular audits, monitor key metrics, and refine approaches to achieve steady growth. DIY approaches, while helpful for initial efforts, can miss these ongoing adjustments, making it harder for a business to keep up with algorithm changes and competitors over time.
