It's important that you set up your website to attract free traffic from organic search results, and you do this through search engine optimization (SEO).
Equally important to optimizing your site, is paying attention to your site's analytics that give you insight into your visitors and customers behavior, what they're looking for, and whether your business is addressing their needs.
Throughout LeadGen Insider, you'll see me referring to the importance of creating helpful, informative content to capture quality leads.
Since the goal of search engines is to show helpful, relevant content to its searchers, it only makes sense that your website content be optimized to rank as high as possible in search results. Then your analytics will tell you how well that content is ranking and if it's driving quality traffic.
You not only need to have your website well optimized but also any blog posts that you want to get ranked in search engine results pages (SERPs).
If you have not started building your website, then you need to think about SEO before doing anything else. You should conduct proper keyword research, competitor analysis, and structure your site accordingly.
You don't have to be an expert at search engine optimization (SEO), but you need to know enough about it to work with someone who is the expert.
I even recommend doing some of the SEO basics yourself, and that might be all you need to get results if your competition is poorly optimized. That's why the competitor analysis is so important.
But I can tell you from years of experience that doing higher level SEO is tedious and time consuming, especially for a large site. There is a huge learning curve and ongoing work that's better left to an expert.
Your increase in traffic and leads should ultimately more than cover the cost of outsourcing some or all of your SEO, but be patient. SEO is a marathon, not a sprint. Even SEO updates on your site can take a few months to show improved results in rankings.