Our Enterprise SEO Is Good, So Let’s Move On to Something Else!
According to SEO expert Ian Lurie , the biggest mistake any site can make when it comes to their SEO is thinking “That it’s a tactic. It’s not. It’s a strategic approach to marketing online.” And what’s the difference between a tactic and a strategic marketing approach? A tactic is something that is one and done. You invest in it, execute it, review it, and call it a day. On the other hand, a strategic marketing campaign involves planning, forecasting, tweaking, updating and integrating over time; it keeps moving and changing but never actually stops. And I firmly believe that enterprise SEO is not a tactic; it’s a long term approach to marketing your business online. Treating it as anything other will ultimately undermine your long term SEO success.
I once lost an enterprise SEO client because their new VP of Marketing approached SEO as nothing more than a tactic and budgeted for it as such. I sincerely believe he thought that since they had achieved good SEO success with a year-long SEO campaign under their belt it was time to move onto something else. I’d bet it’s safe to say that happens to a lot of site owners. They put in the time and the effort to achieve some minimum benchmark of SEO success (set number of visitors each month, a certain rank for certain keywords, etc) and once they hit that benchmark they think it’s smooth sailing from there on out. But that’s not how enterprise SEO works!
There could be hundreds, thousands, or even millions of potential pages looking to score a spot at the top of the SERPs for your priority keywords. Just because you’ve claimed the number one spot for now that doesn’t mean it’s yours forever! Think how many sites your SEO unseated along the way up to the top of the SERPs. If you can push other brands down what makes you think the same thing won’t happen to you when a hungry competitor comes around?
I’m not trying to say that the moment you give up on enterprise SEO your website will plummet through the SERPs and your visitors will vanish overnight. You might actually be able to ride out the lasting effects of your SEO program for several months but every day that you aren’t actively link building, publishing content, and investing in social media is another day the competition is. Your brand and past actions can carry you, but only for so long. If you think of enterprise SEO as just another tactic you’re cutting the legs out from underneath your own potential.
One thing that is hard for many sites, enterprise and small business alike, to wrap their heads around is that the search engines aren’t there to help you do business. Google and Bing are there to help their customers, they just happen to be in the business of providing information. If your website can prove to the search engines that it can help them deliver the best customer experience (thanks to your SEO) than your site will do better organically and as a side-benefit your business will get that uplift. But if you only think of enterprise SEO as a tactic you aren’t going to be providing that long term value to the search engines that proves to them your site deserves to stick around in the SERPs.
Categorized in: SEO
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