How to decide if SEO is worth your time and money

Executive overview

Most businesses can benefit from SEO, but the answer depends on two questions. First: are potential customers searching for what you sell? Second: are they searching for problems your product solves?

If yes to either, SEO is worth investing in. If no to both, it likely isn't the right channel.

The core insight: nearly every business has a searchable angle — products, services, or the problems they solve.

Question 1: are customers searching for what you sell?

• Local businesses almost always benefit — 4 in 5 consumers use search to find local information.
• 76% of nearby searches on smartphones result in a physical visit within a day.
• Ecommerce and software products are typically already being searched for.
• Use a keyword tool (e.g. Ahrefs Keywords Explorer) to verify search volume before assuming demand doesn't exist.

Question 2: are customers searching for problems you solve?

• 53% of shoppers research before buying — many search for problems, not products.
• A niche tool with low branded search may rank for high-volume problem queries.
• Example: "flat bastard file" isn't searched much, but "how to sharpen a knife" gets ~20,000 monthly searches.
• Use the Questions tab in Ahrefs Keywords Explorer to find problem-framed queries relevant to your product.

Your three options if SEO is worth it

1. Hire an agency — full service, highest cost (~$134/hr with retainer).
2. In-house team or freelancers — more control, lower cost (~$122/hr consultant, ~$68/hr freelancer).
3. DIY — cheapest route; requires time and skill development.

Regardless of which path you choose, learn SEO fundamentals. It lets you evaluate agency quality and assess candidate skill when hiring.