Don’t Scale Back On SEO In 2012

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Search engine optimization is an important online marketing strategy that improves search engine ranking and online visibility in general.  A search engine presence (or lack thereof) can really make or break the success of a business.  Consumers are savvy these days and are conducting research before spending their money.  A primary way to conduct research is via the search engines.  If your company can’t be found for specific keywords or keyword phrases, it results in lost business opportunities.

For the most part, businesses and website owners get this. They understand the importance of SEO, but don’t really understand the nature of the strategy.  SEO isn’t a quick fix and it won’t result in immediate return.  It’s an online marketing strategy that is build for the long term.  Businesses that have found SEO success and businesses that are still struggling to achieve the ranking that they desire often make the same mistake.  They scale back on their SEO.

Businesses that are positioned well organically in the search engines and generate lots of leads can sometimes think that the work is done and that they can sit back and enjoy the rewards.  In fact, the opposite is true.  When things are going well, that’s the time to really hit it hard and take your SEO to the next level.  Instead of cutting the SEO budget, use that money wisely to enhance the campaign and address areas that might not be as strong as others.  For example, content is a huge part of SEO.  The more content that is produced, the more opportunities there are to get web content ranking in the search engines.  The key is to produce a variety of content.  If you previously had only been writing blog posts and articles, shift some of that budget over to creating videos or whitepapers and other “link bait” materials.  Search engine rankings fluctuate.  Just because you have a prime spot doesn’t mean that you are guaranteed to have that spot forever.  Maintaining a good search engine presence takes just as much time, effort, and resources as it does to establish that good search engine presence in the first place.

On the opposite end of the spectrum are the businesses that are struggling to get their website where they want it to be.  Because they don’t see results as quickly as they’d like to, they are too quick to throw in the towel and lower their SEO budget or eliminate it entirely.  Businesses and website owners need to understand the nature of SEO from the start.  An SEO campaign typically takes six months to a year to really see results.

For businesses of any industry, SEO has the potential to be the lifeblood of an online marketing campaign and be the number one source of sales and leads.  The key is to continue to invest in it over time.  Scaling back on SEO is a shortsighted approach that only allows competitors to sneak up on you, and potentially steal your spot.

About the Author

Nick Stamoulis is the President and Founder of http://www.Brick Marketing.com/. With over 12 years of experience, Nick has worked with hundreds of companies small, large and every size in between. Through his vast and diverse SEO, search engine marketing, and internet marketing experience, Nick has successfully increased the 
online visibility and sales of clients in all industries. He spends his time working with clients, writing in his blog, publishing the Brick Marketing SEO newsletter (read by over 130,000 opt-in subscribers!) and also finds time to write about SEO in some of the top other online publications,

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3 Comments

  1. I believe 2012 is going to be a very interesting year for many businesses across the globe. Those scaling back will not benefit at all. There are many web marketing related efforts you can execute every single day to keep things moving along if your resources have dwindled do dribs and drabs. Don't fall prey to complacency because that will not help your brand grow.

  2. Thanks for reading and sharing your thoughts! SEO and complacency should not be in the same sentence! :) Take Care, Nick

  3. Great blog piece. I actually wrote a piece myself on SEO in 2012 ( http://www.digital22.com/2012/seo-in-2012 if you are interested) and wanted to have a look what other have had to say after I published mine and I came across your peice. I have to say I totally agree that scaling back on SEO spend in 2012 is very short sighted. Like you suggest SEO has the power to range millions of targeted users and in terms of ROI is often much better than traditional forms of marketing. In fact as SEO has changed dramatically (it's no longer just about meta data and link building!) this is the time to invest more - get social and make sure the user experience is as good as it can be for long term success!