Search engine optimization is frustrating, time consuming, expensive and, unfortunately, necessary for any organization conducting business on the internet… that is to say, all businesses.
It’s nearly impossible to keep up with the constant changes to the search algorithms at each of the major search engines, and if you missed the change where something that was perfectly acceptable two weeks ago is suddenly frowned up, you can face penalties from the search engine provider, making it even harder for customers to find you. Most businesses don’t have the time or resources to devote to managing their SEO on a daily basis, let alone to develop the optimized content necessary to improve relevancy scores.
For many businesses, all of this adds up to choosing the lesser evil between paying an expensive SEO provider to manage their search engine optimization for them or letting SEO fall to the wayside and risking getting lost somewhere down below the third page. Of course, even if you do pay for a SEO service, there is still no guarantee of a strong SERP ranking, or even that a strong ranking will result in increased web traffic and sales.