SEO is one of those things people tell you you have to do.
And in a lot of cases, they’re right. But not always—and not always right now.
I work with small businesses across Union and Essex counties, and I hear a lot of the same questions:
“Do I need SEO?”
“Will it help me grow?”
“Is this really the best use of my budget?”
The answer depends on where you are in your business journey. Below are five common situations and what I actually recommend in each case—whether that’s diving into SEO, doing a few key things on your own, or waiting until the time is right.
1. You’re Brand New and Not Showing Up Anywhere
If your business just launched, your site is new, and you don’t have any online history yet, SEO probably isn’t the best place to spend your money.
Here’s why:
Google favors businesses that have been around for a bit. If you don’t have reviews, backlinks, or any content online yet, it’s going to take time—months or even a year—before you start showing up for the search terms that matter.
That doesn’t mean you should ignore SEO altogether. But don’t expect fast results, and definitely don’t sink your entire marketing budget into a full SEO package right now.
Here’s what to focus on instead:
- Set up your Google Business Profile and fill it out completely.
- Start collecting a few reviews from happy customers.
- Make sure your homepage clearly explains who you are, what you do, and where you do it.
- Sign up for free directories relevant to your industry or local area.
- Set up Google Search Console so you can start collecting search data.
These basics can go a long way—especially if you’re a local business with a physical address. A simple local SEO setup (Google Business Profile, some citations, and a well-structured homepage) can get you showing up in the map results faster than traditional search rankings.
Once your business is more established, SEO can absolutely help—but there’s no rush to go all in during year one.
2. Your Website Has Been Around for a While, But You Only Rank for Your Name
This is more common than you’d think. Maybe you’ve had a site up for years, but the only time it shows up on Google is when someone searches your exact business name.
This happened with one of my clients, a MedSpa in Cranford. Their old site was a one-pager with no service descriptions and no optimization. We rebuilt it into a full website with individual pages for each service—Botox, facials, laser treatments, and more. A few months later, without any paid search work, they started ranking organically for local service terms like “Botox Cranford.” Traffic increased, and so did bookings.
What changed?
- Each service had its own page (with content Google could actually read)
- The site structure made sense to search engines
- Everything—from page titles to image names—was built to help Google understand what they offer
If your site looks fine but isn’t bringing in leads, you might just need a website that’s properly optimized. A one-time SEO setup or redesign can make a big difference without locking you into a monthly contract.
3. You’re Getting Some Calls from Google, But Growth Has Stalled
You’ve got a decent Google Business Profile. People are finding you. You’re on the map for a few searches. But things have slowed down—or competitors are starting to show up ahead of you.
This is a good time for a light SEO refresh.
You might not need a full campaign, but you probably do need:
- Updated content on your key pages
- Fresh reviews coming in regularly
- Better internal linking so visitors (and Google) can find what matters
- A few backlinks from other local businesses or community sites
This is where strategic SEO work starts to pay off. It’s less about getting found for the first time and more about getting found more often for more things.
4. You Have a Strong Online Presence, But You Know There’s More You Could Do
You’re already doing well on Google. You get leads from search. You’ve got reviews and visibility.
But you suspect you’re leaving money on the table.
At this stage, SEO is about refinement—technical improvements, deeper content, and maintaining your position at the top. That might mean:
- Adding schema markup for rich results (like FAQs and star ratings)
- Writing longer, in-depth guides or blog content to support service pages
- Building internal links to help Google prioritize key content
One of my clients, a dental office in Summit, added two in-depth pages about implants and emergency care, updated their photo gallery, and cleaned up their site structure. They didn’t just hold their rankings—they got more clicks without increasing ad spend.
5. You’re Expanding, Rebranding, or Launching Something New
If you’re adding a second location, merging two websites, or planning a full rebrand, SEO needs to be part of the plan—before the changes go live.
Otherwise, you risk breaking what’s already working.
Here’s what to do:
- Create redirect maps so old URLs don’t just disappear
- Build location pages for each physical office or service area
- Update your Google Business Profile and local listings across the web
- Let Google know what’s happening with your structure and content
A local bakery I worked with opened a second location in Hoboken. Because we added the right location pages and citations early, they were showing up for “Hoboken bakery” searches within six weeks of opening.
One More Thing: SEO and AI
More and more people are asking AI tools to help them find local businesses. And right now, most of those tools are still pulling data from the same sources Google uses—your website, your reviews, your citations.
So when you invest in SEO, you’re not just helping Google understand your business. You’re positioning yourself for future visibility as AI-powered search becomes more common.
It’s not about gaming the algorithm. It’s about making sure your information is clear, accessible, and easy to trust—across platforms, now and later.
Final Thoughts: Is SEO Worth It for Your Business?
It depends on where you are in your business. If you’re brand new and need visibility right away, SEO probably isn’t your best short-term move. But if your business has been around for a while—or you’re seeing signs that your website could be doing more—then yes, SEO is absolutely worth it.
The right approach depends on your goals, timing, and budget. Sometimes a one-time website optimization is enough to start getting results. Other times, a long-term SEO strategy makes sense, especially if you’re ready to grow.
Want to figure out where you stand?
Book a short, no-pressure call and I’ll take a look. Sometimes a few small changes make a big difference.