Don’t Rush Your SEO
A few weeks ago, SearchEngineWatch.com author John Lynch published a post entitled “4 Reasons Why SEO is Underfunded,” discussing the reasons why SEO doesn’t always get the money (and subsequently the time and effort) it takes to run a successful SEO campaign. I think it is important to mention his first point, which I believe is the easiest way to ruin your SEO efforts (and oftentimes the hardest to get people to understand): “Short-term Goals are Hurting Long-term Success.”
Marketing is a deadline driven world, where missing one could mean losing a great opportunity to position your website or product/service. If you are a marketing professional, missing a deadline could even mean losing a client. Losing clients means losing money, which is the greatest fear of any company. Website owners and those responsible for its marketing efforts are in such a panic to produce immediate results that they rush through their SEO plans, hoping that a lot of upfront effort will turn into increased visitor traffic, produce better leads and result in conversions. This isn’t the way it works, and it is the hardest thing to get my clients to understand.
The newer the domain, the longer it is going to take to see tangible results as a direct effect of your SEO efforts. Even if your website has been around for a few years, which does help with the search engine trust factor, if you’ve never done any real on-site optimization it takes time to position your site well on the search results lists. What you do now to promote your website could affect its standing in the search engines for a long time. If you try to cut corners to save time and artificially boost your rankings with black hat techniques, it could take you a long time to shake off the negative consequences of those efforts.
You have to begin your SEO or SEM plans knowing that this is a slow process. But that it gains momentum overtime. This is an ongoing race, with the Internet constantly growing and search engines routinely tweaking their ranking systems. It takes dedicated effort and the confidence to know that while you may not see results immediately, they are going to happen eventually and it will have been worth the wait.
Categorized in: SEO
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