One of the hardest things is to get clients to fully embrace the idea that SEO is a long-term, ongoing process. It’s a marathon, not a sprint! Your link building activities build upon themselves to help increase your brand presence online, your trust factor with search engines and your overall online success. You shouldn’t quit your SEO activities just because it looks like your goals are being accomplished. It’s not unusual for a site to slip backwards once they stop their SEO campaign. Just because you’ve achieved the ranking position you wanted, that doesn’t mean someone else can’t take it away from you!
You must treat your SEO budget as an investment, not a cost!
We have a client who was in the mindset of ‘SEO is just another cost’, so we decided to offer him on a trial period, which he agreed to. The trial period went better than we had planned. His company worked in a small, niche field and most of his competitors weren’t doing much in terms of SEO. Scenarios like that are great opportunities for companies to really own the best keywords and dominate the search results. After a few months he was ranking in the top positions for all his chosen keywords, his traffic was up and so were his sales! In short, SEO had delivered everything that he’d wanted. However, rather than recognising the value of SEO, he pulled the plug on the SEO strategy and walked away! I couldn’t believe it. We tried to explain to him that SEO requires consistent actions and a continuing approach, but he thought the few months worth of on-site optimisation and link building were enough to carry him forward.
SEO is not a set-it-and-forget-it tool. If you’re seeing good results, that doesn’t mean you can call it a day and let it run on its own. Every day there is more content being created. That means that there is an unbelievably large amount of clutter on the web, amongst which you have to make your brand stand out. If you don’t have the determination to settle down and strap in for the long haul, you’ll never get the most out of your SEO and your long-term success could suffer because of it.
If you would like to learn more about our SEO services feel free to contact us.
