If you are like most business and marketing professionals in the world today, you feel that (a) SEO is some veiled process that cannot possibly be understood, let alone managed, by even the most intelligent of non-technically-inclined business minds and therefore (b) is most certainly a made up acronym by techy-scam-artists to steal your hard-earned profits.
As a marketing professional recently educated on SEO (Search Engine Optimization), I want you to know that it is indeed a real thing – and a real important thing at that. I also want you to know that just like any other industry requiring specialized knowledge and strategy, there are people who will try to scam you, but SEO itself is not a scam.
Let’s Play Some True/False:
TRUE – SEO is an ongoing effort. You cannot implement SEO initiatives one time and expect to gain any long-term effects. That means that even if you see some results, without ongoing efforts, those results will fade. Don’t fall for any pitch that offers a short-term plan or a quick fix.
FALSE – SEO is pay-per-click. In fact, pay-per-click can be a component of SEO strategy when it makes sense for the business, but there are plenty of SEO initiatives a company can implement by spending nothing except TIME. And done well, these initiatives can yield substantial results. Before entering into any pay-per-click campaign, make sure that the profit of sale far outweighs the cost of the click.
FALSE – The way to win at SEO today is the same way I won it last month. SEO is a game in which the rules are constantly changing. A good SEO provider spends as much time researching and keeping up with the new rules as they do working on your account. If your SEO company isn’t consistently over-delivering on results, they are probably not keeping up with the changes.
TRUE – Anyone who promises you the front page of Google is a scammer. The truth is, good SEO efforts often result in your business showing up on the first page of Google. After all, that is the real aim. But there are many factors out of your control, and no one can guarantee those results. Be wary of anyone who claims they can, and be sure to clarify you are seeking long-term, sustainable results.
When is the last time you started your search online when looking for a needed product or service? Better yet, when is the last time you started anywhere else? Don’t let the mystery and a few corrupt pretenders keep you from gaining every advantage over your competitor.
