As a business leader, you know search engine optimization (SEO) can help you rank higher in Google. And ranking higher, in theory, means more leads. 

So, you do a little research on the topic and come across the term “unpaid SEO.” 

“Woo hoo!” you exclaim excitedly, as others around you look at you funny. “I can rank higher for free!” 

Allow me to burst your momentary bubble of elation: Unpaid SEO doesn’t mean you can rank higher for free.

While it’s true Google doesn’t make you pay them for unpaid (organic) SEO, you’ll still need to put skin in the game if you want rank. Let me show you what I mean.

1. You pay for the time you spend on SEO

Even if you’re using free SEO tools, you’re still paying for the time you’re spending.  After you initially learn the tool, you’ll need to toil away researching the keywords and incorporating them into your company’s content. 

2. You pay for expertise

Don’t want to spend a lot of time on SEO? I don’t blame you. But to do great SEO work relatively quickly requires hiring someone with expertise. There’s a lot of training that goes into learning all the ins and outs of SEO.

3. You often pay for SEO tools

The cost of paid tools can add up, especially if you use more than one. And if you hire someone outside your organization to work on SEO, they’ll pass the expense of these tools on to you.

Bottom line: Don’t assume that using unpaid SEO tactics is cheaper than paid ads. You’ll still be paying if you want to rank.

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