The SEO Story You Tell Yourself (and Why It’s Dangerous!)
Oct 29, 2025
It’s fairly simple… You don’t know what you don’t know. You can package your company as something else, wrap it in a nice “SEO” bow, and call it a day, but if the foundations, knowledge, and skill sets aren’t there, you and your customers are left with an empty box on Christmas morning.
For many small and medium-sized businesses, SEO is often an afterthought. It’s something “nice to have” once everything else is sorted. Maybe you’ve told yourself you don’t need it. Maybe you’ve relied on word-of-mouth or loyal customers for years. Or perhaps you’ve dabbled in it and decided it’s too complicated, too time-consuming, or too expensive.
But here’s the reality… if your customers can’t find you online, they’ll have no trouble finding your competitors who have invested in proper SEO.
Why SEO Matters, Even for Small Businesses
Search engines are where your customers are, whether they’re searching for a local bakery, an electrician, or a B2B supplier. If your business doesn’t show up when they’re looking, you’re missing out on leads that are actively ready to buy.
SEO isn’t about gaming Google. It’s about showing up where it matters, and when it matters most.
In a nutshell, SEO helps you:
- Build trust and credibility online
- Attract customers who are already looking for what you offer
- Increase visibility without paying for every single click
- Future-proof your digital presence
SEO is one of the most cost-effective ways to grow your business, but only if you take it seriously.
The Dangers of Believing Your Own SEO Story
Every business has a story they tell themselves about SEO.
“Our customers already know us.”
“We’re doing fine without Google.”
“We tried SEO once and it didn’t work.”
Sound familiar? These beliefs are comfortable, but they’re also dangerous. Because while you’re holding onto your version of the story, the online world is writing a very different one - and it’s moving fast.
Believing your own SEO story can lull you into a false sense of security. You might not feel the effects immediately, but over time, your competitors start to climb higher, your inquiries slow down, and your brand becomes harder to find in the abyss.
SEO isn’t static. Algorithms evolve, customer behaviour shifts, and visibility changes daily. If you’re not adapting, you’re falling behind, whether you realise it or not.
“But We’ve Been Fine Without It…”
Many small business owners say this. And they might be, for now. But what happens when:
- A new competitor opens up and invests in SEO?
- Your loyal customers move, change jobs, or simply start searching online instead?
- Google updates its algorithm, and your website traffic quietly drops overnight?
Your SEO strategy isn’t solely about today’s traffic. It’s about building long-term visibility and resilience in a world that’s increasingly digital-first.
DIY SEO vs. Hiring a Professional
You have two choices, and both can work if done properly:
- Do it yourself
- Hire a professional
If you’re a hands-on business owner, there’s a lot you can do yourself, from optimising your Google Business Profile and researching/undertaking thorough keyword research to creating high-quality, consistent content that is useful to clients and improving your website’s overall functionality and speed. Reviews and positive feedback also fall into this bucket. The effort you invest in collecting reviews can have a substantial impact on your SEO performance and overall business conversion rate.
It takes time, but it’s doable with commitment and consistency.
If you don’t have the time or the expertise, outsourcing to an SEO professional is an investment, not an expense. A good SEO expert can help you:
- Identify the right strategy for your goals
- Avoid costly mistakes and wasted time
- Measure what’s actually working
- Deliver consistent, compounding results
Whether you do it yourself or get help, doing nothing is no longer an option.
The Bottom Line
SEO isn’t a luxury; it’s a necessity. The digital landscape doesn’t stand still, and neither should your business.
Even if you’ve managed without it so far, the longer you wait, the harder it becomes to catch up. Start small, start smart, but start now.
Because in today’s market, the businesses that show up are the ones that grow up.
Author: Ian Hopkinson
Digital Madman, Founder of Terminology and Mad Scientist Digital
Socials: Instagram / / LinkedIn
Websites: Terminology / / Mad Scientist / / Hopkinson Creative
