Search engine optimization gets treated like a magic solution that every business needs. But that’s not true. SEO only works when people are actively searching for what you offer. If they’re not, you’re wasting time and money on the wrong strategy.
The determining factor is simple: Are people currently going to Google and searching for the thing you offer? If your business provides a well-known product or service with agreed-upon terms that people search for, then SEO makes sense. If you offer something novel that most people haven’t heard of, you’ll have more success with outbound marketing like Meta Ads.
Let me break down exactly when SEO isn’t the right choice and what you should do instead.
Businesses Offering Completely New Products
If you’ve developed an innovative product that potential customers don’t even know exists, SEO should take a back seat initially. No one searches for something they don’t know about.
Take the example of a startup that invented a backpack doubling as a portable seat. Initially, “backpack with a seat” wasn’t something people googled because they didn’t know such a product existed. Traditional SEO keywords were ineffective, so the company pivoted to awareness campaigns using paid social media ads.
What to do instead: Focus on outbound marketing channels that proactively put your message in front of the right people. Social media advertising, influencer partnerships, PR campaigns, and content marketing can create awareness where none existed before.
Companies Needing Immediate Results
SEO is powerful but slow. It can take months to climb search rankings and see significant organic traffic. If your business needs quick wins – launching a new offer, meeting short-term sales goals, or promoting time-sensitive opportunities – SEO won’t deliver fast enough.
With Meta Ads or Google Ads, you can target your ideal audience and start getting impressions within days or hours. This makes paid ads ideal for product launches or any scenario where waiting six months for SEO results isn’t feasible.
What to do instead: Start with paid advertising to generate immediate traffic and feedback. You can develop SEO-friendly content simultaneously so organic traffic kicks in later.
Businesses Promoting One-Time Events or Limited Offers
SEO isn’t effective for one-off events, limited-time promotions, or rapidly changing inventory. By the time a new page ranks for an event, the event could be over.
Think about concert promoters, seasonal sales, or conference organizers. These businesses need to reach people quickly, not wait for search engines to recognize their content.
What to do instead: Use social media ads, email campaigns, influencer partnerships, and direct outreach to drive awareness on tight timelines.
Companies Without Clear Target Keywords
Some businesses operate in spaces where there aren’t obvious search terms. This often happens with:
- Highly specialized B2B services that clients don’t know to search for
- Local services in very small markets with minimal search volume
- Businesses solving problems people don’t realize they have
If you can’t identify what potential customers are typing into Google, SEO becomes much harder to justify.
What to do instead: Focus on building relationships through networking, referrals, and targeted outreach to specific prospects who fit your ideal customer profile.
Industries Where People Don’t Research Online
Not every purchase involves online research. Some industries rely heavily on word-of-mouth, immediate need fulfillment, or traditional referral patterns.
Examples include:
- Emergency services are where people call the first number they find
- Luxury services are sold through personal relationships
- Industries where decision-makers avoid public research for confidentiality
What to do instead: Invest in local advertising, relationship building, trade publication ads, and referral programs that match how your customers find providers.
How to Determine if SEO is Right for Your Business
Before committing to SEO, research the demand using these methods:
Use Keyword Research Tools
Free tools like Google’s Keyword Planner show how many people search particular terms each month. If you discover significant search volume for keywords related to your business, SEO becomes viable.
Check Google Autocomplete
Start typing relevant queries into Google’s search box and see what autocomplete suggests. Google Autocomplete predicts queries based on real, popular searches by other users. These suggestions reveal common queries related to your business.
Monitor Q&A Platforms
Platforms like AnswerThePublic, Reddit, and Quora can show if people discuss problems your product solves. This correlates to search interest even if they’re not using your exact product terms.
The Right Marketing Mix for Most Businesses
The best approach often combines both strategies at different stages. Many successful marketing plans use outbound marketing to quickly build momentum and inbound SEO to sustain that momentum.
For a brand-new product category, you might start with Meta Ads to create awareness, then layer in SEO once people begin searching for the solution you’ve introduced to the market.
What This Means for Your Business
Don’t assume every business needs SEO just because it’s popular. Ask yourself honestly: Are potential customers actively searching for what you offer? If the answer is no, you’ll get better results focusing on outbound marketing that creates demand rather than trying to capture demand that doesn’t exist.
The key is understanding your audience’s current behavior – are they searching for solutions like yours or do they need to be shown that the solution exists?
Ready to Choose the Right Marketing Strategy?
If you’re still unsure whether SEO or outbound marketing makes more sense for your business, let’s figure it out together. We offer free digital marketing audits for businesses with marketing budgets of at least $750 per month.
I’ll personally review your website and online presence, then create a video and document outlining the most effective strategies for getting you more customers. No cost, no obligation – just honest advice about what will actually work for your specific situation.
Contact us today to schedule your free audit and stop guessing about your marketing strategy.