Performing SEO just once leads to long term performance
We would all like to go to the doctor for a cure once and keep healthy for the rest of our lives. SEO is a strategy, and as any marketing strategy it has to be continuously readjusted to the realities of the search engine market. SEO is made up of two components: the basic site optimisation carried out upon signing the contract – which constitutes a large part of the work involved – and smaller website changes that are required due to monthly or unexpected shifts in the search engine market. The basic site optimisation is the part of the SEO which should be carried out only once. Unlike any other medium, the online market is the most dynamic and fast changing for a business to evolve in. That is why month to month changes in search engine algorithms require continuous attention.
Long term success comes easy with a bit of effort
Any SEO campaign is based on analysing factors, creating a strategy that addresses those factors and achieving success when carried out. Search engines use up to 100 factors to rank sites and the required time scale to obtain visible results is of several months. Therefore, considerable effort, time and patience are involved in a sustained SEO campaign with long-lasting effects.
Paying can get you right at the top
Most major search engines have algorithms that rank sites by relevance for a particular keyword. However, there are some search engines that display sponsored listings at the top of the results page. So yes, you can pay to get to the top. Unfortunately, once the money runs out and the sponsored listings are replaced with others, your site is dropped. User studies reveal that most surfers ignore paid results in favour of organic results because they consider paid results to be less relevant to their search due to their commercial nature. However, recent months have seen development that made sponsored listings more and more similar in look and feel to organic, natural search engine results. This means that a larger percentage of web surfers mistake them for organic results.
Submitting to hundreds of search engines can bring you unlimited traffic
Submitting to hundreds of search engines is always done automatically, not manually and as a result, there is no guarantee as to where in the results pages your site will appear. That means that despite the hundreds of submissions your site will remain as unknown to users as it was before. Even if some of the submissions were successful and you were to receive visits as a result, the traffic is often one that doesn’t convert into sales, making the ROI virtually non existent.
In house SEO is more efficient
It may appear, to start with, that performing SEO in house is more cost effective. Truth be told, you still have to take in consideration staff training, gaining access to essential industry tools and information and that requires time, effort and money. Letting untrained staff perform SEO can be risky as search engines carry out penalties for breaking quality guidelines. However, working closely with a SEO that provides consultancy and training can be a solid long-term solution. In time, your staff will be properly prepared to take over all or some SEO activities.
ROI and Leads from SEO don’t count
Some people don’t consider SEO to be a true marketing solution and they discount the importance of leads resulting from it. You have to remember that compared to the traditional environment, Internet marketing involves lower costs with measurable results. In some industries, the number of online leads might be much greater than those obtained in the offline environment but the conversion rate might be lower, thus bringing search engine marketing on par with traditional marketing.
Paying for “guaranteed rankings” programmes can get you right at the top
No SEO has the ability or knowledge to predict changes in the online market and in search engine algorithms. Hence, they cannot guarantee top results unless it is for obscure and unprofitable keywords. Customers have to be careful to what guarantees SEO bring to the table.
SEO is too expensive
SEO is not a cost, it’s an investment and like any investment it brings a measurable return. Think in terms of ROI, not in terms of cost.