Why Your Business Needs An SEO Expert (And Why We’re The Right Choice)

It’s never been more important to have your business online to drive enquiries, growth and sales. The more visible you are online, the more successful you will become as you attract more customers and increase your digital profile.

However, for many businesses, SEO (Search Engine Optimisation) can be an afterthought. You have your website – what else do you need to do to it, right? 

There are two mistakes that business owners make – leaving their website with no optimisation to slowly die at the bottom of Google, and thinking that a few articles and YouTube videos is enough to get you ready to do some SEO yourself. 

There’s no judgement here – you’re busy, and you probably can’t give your website the attention it deserves. That’s why you need to call in the experts. Talk to ICAAL, your leading local SEO experts in Southampton and trusted across the UK – and the globe – about your Search Engine Optimisation strategy. 

The Problem – Why DIY Fails

SEO is an extremely complex part of digital marketing due to algorithms changing constantly, and it is time-consuming to keep up with. Keyword research is also a deeply involved process that can quickly become a time-sink if done inefficiently, and especially if you don’t have the tools and specialist knowledge that an SEO expert does. 

With the right tools, knowledge and expertise, it’s easy to fall into a few SEO pitfalls. While you mean well and want to get the most out of your business, so your goals are absolutely correct, there are tips and tricks that SEO experts know to carry out – and to avoid – to get the right results. 

Keyword Stuffing

Something we see all too often is keyword stuffing. This is where (as the name suggests) targeted search terms are added to a page in far too many places so it doesn’t read well for people or search engines. 

This overuse of keywords in an attempt to manipulate search engine rankings is an older tactic that may have once worked well when search algorithms were less sophisticated. But now, the world of search is very different, and this practice will result in your website being penalised. 

Thin Content

Creating content with very little text and publishing this on your website or social media platforms signals low value to search engines. This is usually due to the lack of specialist knowledge in SEO, resulting in low ranking websites and social media pages. 

We get it – it’s difficult to create content when you’re not sure what keywords you need to include. This is where the SEO experts prove their worth, and where effective keyword research informs content creation at the other end of the process. 

Duplicate Content

Duplicating content across your website on multiple pages can confuse search engines and dilute your results page rankings. This invisibility impacts your business’s success and growth.

Google is always looking for informative, useful, helpful content that offers a unique perspective on what people are searching for. If you decide to use duplicate content across multiple of your own domains or – much worse – stolen directly from a competitors’ website, then you’re not giving the algorithms a reason to rank you. You’re not adding anything to the conversation, so it’s no surprise that Google isn’t listening. 

Writing for Search Engines, not People

A common misconception with SEO is that you have to write content specifically for search engines. While this is true to some extent, a good balance is crucial. Google’s guidelines will always reiterate that you write for people – and that’s absolutely right, of course. But it’s important to do it in a way that search engines understand too.

Writing content for both search engines and humans is extremely important. Creating content that is informative or helpful to humans will help the success and growth of your business. Ultimately, those are your customers. It’s all very well your content ranking, but it needs to then engage and convert those people – that’s why appealing to search engines will get you some of the way but not over the line. 

Ignoring Technical SEO

There’s more to SEO than on-page content. Technical SEO includes schema markup, indexing and XML submissions, metadata, Core Web Vitals and much more. These metrics go unnoticed by many websites simply through lack of understanding. But for SEO experts, identifying and exploiting these technical opportunities is all in a day’s work.

This sort of ‘behind the scenes’ SEO work, in a sense, is some of the most important. While you might not see the evidence on your website directly, you’ll see the results. Faster sites tagged up with pages indexed successfully and marked up with structured data will rank better and take your business to the next level. 

Not Building Authority

There are many ways to show Google that your website is a trusted source of information. The sort of content you put out contributes to this, as we mentioned earlier – are you offering valuable, unique insights that no one else is, and posting regularly about what matters? 

You can also do this through link building. This is one of the most well known SEO tactics and you’re probably aware of it – but it’s changed a lot in the last few years. Historically, you could buy a few backlinks and see yourself climbing up the rankings. Now, Google is much more choosy. You want quality links from relevant sites with high domain authority. Getting them isn’t easy, but it’s worthwhile.  

The Solution – The Value of an SEO Expert Consultancy

By hiring an SEO expert, you can save time and money in the long run. 

An expert will provide you with the expert knowledge and experience of the SEO landscape. They will constantly be up to date with the latest algorithm trends and changes and will possess the deep knowledge of all aspects of the SEO industry including the big topic of AI.

Time & Cost Savings

By hiring an SEO expert, you will be able to focus more time on what your business does best which is more cost-effective in the long run. You can be growing and increasing your ROI whilst your out-sourced expert is maximising and increasing your customer base for you.

Data-Driven, Customised Strategies

An SEO expert will provide you with data-driven, customised strategies that are proven to maximise conversions and generate revenue for your business.

Sustainable Long-Term Growth

By focusing on more than just quick-fixes, an SEO expert will help you build a sustainable SEO strategy built for long-term success. They will help you establish an authority, drive organic traffic to your website and help you maintain a strong online presence. 

Improved User Experience

Your SEO expert will help you go beyond more than just ranking high on search engine results pages (SERPs). They will help you improve your user experience through addressing common issues such as slow page loading speed and website responsiveness as well as creating high quality, engaging content. 

Need Marketing? Think ICAAL!

Here at ICAAL, we are the SEO experts you are looking for. 

We understand the power of Google organic search and know how to convert prospects to clients. With an extensive range of experience across our dynamic digital marketing team, we are equipped with the specialist knowledge of SEO and how to drive hard core results. 

Our track record is impeccable and we frequently outperform national corporations to become key leaders for many of the most popular and competitive search terms.

With our wealth of experience, this allows us to convert thousands of site visitors across all kinds of verticals on various platforms every week. Having worked with a range of different clients from different industries, we are equipped with all the knowledge to help you succeed in whatever industry you are in. 

We are also a Google Partner and a multi-award winning digital marketing agency, further clarifying our success in the digital marketing industry. As a 2025 NFA Finalist and the GAE 2025 Digital Marketing Agency of the Year, we know a thing or two about SEO in digital marketing. 

Choose ICAAL and book your free consultation today! Or learn more about our business, projects and how to contact us.