Make the Most of an SEO Investment by Doing These 5 Things

Written by Nick Stamoulis

SEO requires an investment of both time and money. Even if you decide to do the work in-house, that’s an investment of time (and time is money, right?). And when you outsource the work you’re still putting in time because you can’t disappear from the process entirely. An SEO provider needs your approvals and feedback as they execute a campaign. While it might seem daunting, SEO is essentially required if you want to increase your organic search traffic. So, if you’re spending this time and money, don’t you want to make the most of it? Here are 5 things to be doing:

Committing to the long haul

SEO work really should never “end.” If you’re going into a campaign thinking you’ll give it a few months and see what happens, it’s the wrong approach. First of all, it will take more than a few months to even lay the groundwork for the rest of the campaign. And once the campaign gets rolling, results will be slow to build. Yes, it’s frustrating, but that’s the way it is. SEO tasks like writing great content and looking for new link opportunities should always be done. If you stop or pause any of this work, SEO results that were gained can also be lost.


Research is one of the most important parts of any marketing campaign, and SEO is no different. Spending time researching keywords to target, who your target audience is, where they spend time online, who your online competitors are (can be different from offline competitors), and other market research will help guide the campaign.

Writing quality content

Anybody can write content and publish it online today, which is why you need to focus on the word “quality.” When you deliver quality content, you establish yourself as an industry expert. Quality content is what will rank organically over time and what will generate clicks. If you aren’t a great content writer yourself, there’s nothing wrong with outsourcing the work.

Being picky about links

Inbound links pointing to your website (a link found on another website that links over to your website) remain a top SEO ranking factor. Links still help to convey trust to the search engines. So, link building is still part of an SEO strategy. However, links are only valuable if they are coming from relevant, trusted websites and have the potential to drive traffic to your website, too. If neither of these things are true, pass on it.


Some website owners only care if their website is “working.” If their phone is ringing or they are selling product or they have a full sales pipeline, they don’t need to see the numbers. However, SEO reporting should still be done. Even at a high level, just to see that trend over time and to keep an eye out for any potential trouble (like a technical issue or hack).

If you’re spending your time and money on SEO, you want to be doing it right. Doing these 5 things will not only get you off to a great start, but will ensure that the campaign remains worthwhile over time.

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