Many e-commerce businesses invest in search engine optimization (SEO) to improve their online presence. But SEO isn't always the best choice for every brand. For some, it can be a waste of time and money. Let's examine three types of e-commerce businesses that may want to hold off on SEO, at least for now.

New Products and Niches

If you're selling something brand new, SEO might not be the best place to start. This is because SEO helps convert demand; it doesn't create it.

• No one knows about it yet: SEO works when people search for your products on search engines like Google. If you've invented something new, people won't know how to search for it.

• Focus on awareness: Instead of relying on SEO, utilize both paid and organic social media. These channels can help you reach new customers and show them your product.

• Product-market fit is crucial. When launching a new product, it is essential to identify the target market that is most suitable for it. SEO can't do that. It's limited by search volume. New products don't have search volume. So, it's essential to understand your product's market fit before considering SEO.

• When to consider SEO: Once your product or category gains popularity, SEO can be a valuable strategy. If thousands of people search for your product each month, SEO can help you reach them.

Key Takeaway: When launching a new product, focus on creating awareness first. Once people are aware of your product, SEO can help you reach a wider audience of customers.

Low Profit Margins

SEO can take time to show results. It can take several months to see a return on your investment. If you have low profit margins, this can put a strain on your business.

• Time to ROI: It can take three to five months to see a positive return on investment (ROI) with SEO. Some industries, like supplements, can take even longer.

• Financial strain: If you have low margins, waiting for SEO to pay off can be tough. It might be hard to justify the cost.

• Long-term benefits: If you can wait, SEO can bring significant returns. Some businesses achieve ROIs as high as 20 times their investment after just a couple of years. This reassures you of the long-term benefits of SEO, instilling confidence in your investment.

• Drop shippers: Drop shippers often have low margins. But high-ticket drop shipping can be a good fit for SEO. These businesses usually invest in SEO early and understand it will take time to see results.

Important Note: If you have low margins and little cash, SEO might not be the best choice.

Impatience in Competitive Markets

If you're impatient and in a highly competitive market, SEO can be tricky. Specific industries, including beauty, supplements, and fashion, are highly competitive.

• Long-term game: In competitive markets, you're up against businesses that have invested a lot in SEO for many years. You need to be willing to invest for at least a year to see results.

• Unrealistic expectations: Don't expect to beat businesses that have been doing SEO for 10+ years in just a few months.

• Paid ads: If you need to see results quickly, focus on paid ads. SEO is a long-term strategy.

• Blended CAC: If you want to lower your customer acquisition cost (CAC) over time, SEO can be a good choice. But it takes time.

Think Long Term: Businesses that can wait a year or more often see significant returns on their SEO investment. This can have a considerable impact on their blended CAC and profit margins.

Is SEO Right for You?

SEO can be an excellent investment for e-commerce businesses. But it's not right for everyone. If you're selling something new, have low margins, or are impatient, you may want to consider waiting on SEO. Instead, focus on strategies that align better with your business goals and financial situation.

Want to learn more about SEO and how it can work with paid ads? Check out this guide to ranking first on Google and learn how to use paid ads and SEO together.

Final Thought: If you need to make money quickly, SEO may not be the best fit. Save your money and focus on other strategies. SEO requires patience and a long-term view. Understanding and preparing for this patience is key to successful SEO implementation.