The state of search engine optimization (SEO) today is different than it was even six months ago. In SEO, the one thing you can count on is change. Google changes its algorithm up to 600 times a year. We have seen a ton of that over the last year. How these changes have affected SEO strategies and tactics have been the focus of my conversations lately.
Prior to last year, a marketing professional may have been able to handle SEO for their website with a checklist. Today’s SEO strategy is far from being a checklist. The one reason most marketers are not able to achieve SEO success is the lack of sustainable consistency in strategy execution. Executing an effective SEO strategy is much like getting and staying fit. Let me elaborate.
Staying fit involves a process and requires a plan much like SEO.
- First, you have to evaluate your level of fitness and understand what you must accomplish to be physically fit. Similarly, in SEO, you have to understand your website and where it’s deficient in its ability to compete for organic search traffic. As with physical fitness, you may be five or 50 pounds overweight. And in SEO, you may need minor changes or a complete overhaul.
- Once you know your goal, you can develop a plan to achieve it. Fitness and SEO can be difficult and complex. They both require discipline and ongoing commitment. In fitness, having a physical trainer that will push you to achieve your goals may give you a greater chance of success. Having a partner for SEO will do the same. Accountability is key! Don’t go it alone. There’s too much at stake.
- You have to work through the pain. Getting physically fit is not going to come without pain. You have to sacrifice, and understand that the short term pain will help set you up for a lifetime of good health. SEO is also a long term strategy. You have to create the foundation today and work through the minimal results to reap the rewards down the line. You will have to allocate the budget now to see the return later.
- Once you are physically fit, your work is not done. You have to keep working out and eating right to maintain the same level of fitness and wellness. SEO is exactly the same. You can never stop executing your strategy. If you do, your competition will pass you by and what you once had will be lost. The execution of your strategy needs to be consistent and sustainable.
Developing a plan
SEO will continue to become more complex and involved. Ask yourself if it’s likely that you can maintain all the marketing functions you’re responsible for AND keep up with a constantly changing SEO industry. The way search engines view your website can have a profound effect on business. It’s time to get a sustainable strategy in place that will achieve results. Don’t fall into the trap of doing things the way you have always done them, because that will only produce the same results you have been getting. Start getting in shape and staying fit! Keeping you SEO in shape will improve your website’s rankings and traffic. Sustain this over time, and drive stronger brand recognition and increased revenues, which will prove professional SEO services a valuable marketing spend.