This is our second post in our new series "Let's Get Techy With It", where I will give you the tools and information you need to make smart tech-related decisions for your business (view the introduction post HERE).

Last week we introduced the idea that SEO is one aspect of having a business on the web, but you don't need to exhaust your brain space, time and money overly obsessing on this issue. Reason #1 was that SEO can potentially hurt your business. Here's reason #2:

2.) SEO doesn’t bring in the highest-quality leads.

Attracting more people to your website is a gooood thing, and we are all for increasing your website traffic. However what we care way more about is making sure the people who visit your website turn into customers. And not just any customers, but the kind that remind you why you have a business in the first place. And in our experience, SEO just doesn’t do the best job of bringing in those kinds of dream clients.

Try to remember where you first heard about your favorite brands and companies—Did you find them on google? Was it random? Or did a friend or a favorite blogger turn you on to them? Did someone you trust recommend them? If I were a betting woman, I’d say that most of your favorite brands came throughs some kind of personal connection, and not through a google search.

I just saw this play out in my own life last week: my husband and I bought some Ikea picture frames when we moved into our apartment three years ago, anticipating that’s we’d hang lots original artwork in our living room. Unfortunately, three years later those frames were still sad and empty—in spite of hours and hours of searching online, perusing etsy and other online shops, we still hadn’t purchased anything.

UNTIL last week (*cue Hallelujah chorus*), when I was perusing instagram and saw that a friend of mine had posted about a little painting a friend of hers had made for her. Within a half an hour, I’d followed the girl on instagram, found her etsy shop, fell in love with her work, written her a giddy fan-girl email, and purchased a piece for myself. In 30 minutes, a personal recommendation from a friend on social media had pushed me to make a purchase that literally three years of online searching hadn’t accomplished. And you better believe I'll be telling all my friends about her!

Think about it…are you more likely to buy something from a store you randomly wander into that you know nothing about, or are you more likely to buy from a store that your best friend has been raving about? People who found you from a google search don’t know anything about you--they might just be looking for a deal or they may not even know what they want yet, and are far less likely to trust you and feel a personal connection to your business. And clients/customers who have no personal connection to you can tend to be a little more demanding, a little more curt,  and a little more likely to make you want to pull your hair out.

Now again, I want to be totally clear--SEO absolutely can attract paying customers, and it's a wise thing to consider as part of your overall marketing strategy. But whether SEO attracts the BEST customers for your business—ones that will love you and write you glowing fangirl emails and be easy to work with, that’s another story. Word of mouth referrals and personal connections with clients are one of the most powerful tools to grow your business, and social media is one of the best ways to invest in connecting with potential customers. If SEO is sucking your resources away from other more promising marketing strategies that might build your audience and your pool of dream customers more effectively, it might be time to re-evaluate whether it’s worth the investment.

And that leads us to next week…stay tuned for the final post in our SEO series!