SEO: Marketing Plan And Strategy
SEO (Search Engine Optimization) is an ongoing process that requires much work, much time, and much patience. Later “Understanding SEO” post will discuss exactly how to do SEO, but before we get to that, I really need to set some expectations.
Search Engine Optimization is quite different than other marketing strategies and understanding what separates SEO from your other marketing strategies will help you to stay focused on running and measuring your SEO campaigns. Patience with SEO is a necessity….your SEO campaign and business will fail without it. You need to approach your SEO strategy as a long term process that will bring long term value.
Have you noticed how many “Rank #1 in Google or Get On Page One in Google” advertisements there are? In most, if not all cases, these are pure scams. Why? Because it takes time to:
- Create and execute a white hat SEO campaign
- Perform keyword research (an earlier post discussed the importance of keywords and its impact on your online success)
- Develop new and unique content for your site
- Build natural, organic links
- Troubleshoot any SEO or site-related issues
And the above is an ongoing process because there will always be SEO-related work to be done. You need to understand that SEO is not a one-off project. Something you do once and then forget about…no…not with SEO. It’s a process that you will continue to be involved in as long as you have your online business(es).
Keep in mind that search engines won’t actually interact with your website right off the bat. Search engines need time to identify changes to your website such as new content, structures and new links you’ve built. It will take them even more time to factor into the algorithm all of those changes and determine your sites relevancy and authority.
Being patient and true to your SEO strategy will certainly help you stay focused on your SEO plans that you have taken the time to develop and implement.
Something else you will need to constantly consider is the changes within search engines. Now, it’s important for you to realize and painfully accept that we have no control over the changes that take place within the search engines. Search engines are always trying to improve their product as their goal is to provide their users with the most relevant results for their searches. Sometimes their changes are algorithmic and others are about features. Search engines will keep making changes to maintain their customer and client base.
Our goal is to adapt and work with those changes the best we can. But one of the biggest expectations we can have for our SEO campaign is to understand that we are optimizing our content for two audiences:
- Our visitors
- The Search Engines
Sometimes we can get caught up in optimizing our content only for our visitors or the search engines. You have to stay focused on developing content for your visitors. While it may take time for our site to show up in the SERPs (Search Engine Results Page), it’s your visitors that will drive your business to success. And search engines understand that as they have the ultimate goal of delivering content that people want. If you build your authority in your niche and create content that is useful and helpful, search engines will take notice and adjust your rankings in the SERPs accordingly. You website will be rewarded.