Snake Oil Salesmen Sell 1st Position
We had hoped by now the industry would have cleaned itself of the less-than-reputable SEO practitioners but there's a good chance that you've received at least one unsolicited SEO proposal in the last few months. So, how do you know who's legit?
A dead giveaway of any "snakey" pitch is a promise for first position.
SEO used to mean good ol' fashioned search engine optimization to get Google, Bing or Yahoo to do what you wanted them to do. Seemed easy. Then it got more complicated.
Google wanted users to have a good experience because a bad experience reflected poorly on them as a search engine and they didn't want to recommend spammy sites. They'd been releasing algorithm updates for years but the Penguin and Panda Updates of 2011 were game changes. Major penalties forced a lot of people who had been making easy money with manipulative tactics to bail out.
However, many stayed in the industry, overstated their success and began touting that they could get into first position in rankings. Sounds great, right? Well, the small print is that, yes, they can get you first position in rankings but it's often for the name of the client's business or a really long keyword phrase that is searched about as often as Halley’s comet — which is about every 75 years.
Do it right.
Legit companies will approach SEO holistically and focus on user experience and content. The best websites are those with the most traffic that keep users there for a good amount of time have a lot of content and are updated frequently.
Our researchers and strategists review user habits, research keyword and create a strategy mapped to the website. For example, we utilize the data collected from Google Analytics, Webmaster Tools, industry reports and forecasts to analyze, strategize, A/B test and recommend content, marketing and overall optimization. It's not a "one and done" project. SEO is a long-term investment and requires upkeep or that ranking will slip.
If it takes time, is it worth it?
Yes! There are so many benefits to SEO in addition to getting a better ranking in search results. First, online advertising will often get a higher quality score because of the quality traffic and users going to the linked site which brings down the cost of clicks and online advertising for a business. Second, algorithm forces website owners to have relevant, fresh content on their site or slip in ranking. This is a great incentive to keep everything up-to-date for the customer. Many business owners would like to save money and do-it-themselves. This is a great intention but there's a good chance that running the business should be the owner's first priority. A better option, we think, is to work with us to develop a strategy and implementation plan and see what things can be done in-house and what we can help with. The only way to know how we can help you is for us to talk. We'd love to hear about your needs and find creative ways to maximize your SEO budget investment.