In essence, SEO is of value to your business if it is going to drive traffic that buys to your website.
For those who want to start doing SEO, the good news is that the SEO community is very good at sharing and updating each other. In doing so they offer a whole host of free information online. Here’s a few pointers to get you started:
Google search console is a must for anyone wanting to start doing SEO. This is where you submit your sitemap to be in the index. Consider it also your way of talking to Google about what’s happening on your website. Google search console gives you stats which can be integrated into your google analytics for more stats.
Moz.com are geniuses in the space of SEO. They have some really nice free tools that you can use to check things like domain authority, which is an estimation of how important Google thinks another website is.
SEM Rush has a suite of really useful tools that will check rankings.
2. Search Engine Advertising
Search engine advertising tends to deliver faster results than SEO.
Once you know your profit target (this usually comes down to your return on advertising spend (ROAS) or your cost per acquisition (CPA) the two main numbers for businesses to focus on are: money spent and money earned.
To get the most out of Google ads, whether you're doing Google shopping campaigns or you're doing keyword advertising, the more focused you can make your activity, the better it generally performs.