I recently had an interesting conversation with a business owner who wanted to start working on search engine optimization (SEO), but her husband (the other owner) didn’t agree. This was one of those classic sales problems that I’m sure you’re well aware of.
The husband didn’t see the value in SEO because currently all of their new business was generated via customer referrals. Does that sound familiar? It should because it’s the most common objection I hear when talking to businesses about SEO. The logic goes something like this: if new business is coming primarily from referrals, not from people searching in Google, then SEO is not a good investment.
Sounds logical, but it’s not necessarily true. First of all, many of those referrals are still going to conduct their own research online by searching in Google. There’s no way around that fact.