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.