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07.26.05
Good Things Come To Those Who Wait (and Other Analogies And Cliché’s For SEO)
 By Stoney deGeyter
We've all heard that familiar expression, "Good things come to those who wait". Whether you're waiting for your Heinz ketchup to pour out onto your burger (remember those commercials?), waiting for Christmas day to open your gifts, waiting for summer vacation to be let out of school, or waiting in line at the DMV... well, maybe not the DMV, good things will come if you simply allow them to come in their own time.
Under normal circumstances that expression is simply not true. You'll still get your ketchup if you shove the butter knife into the bottle, dragging it out onto your plate; open all your gifts on Christmas Eve; skip that last few pointless days of the school year; or get into the express line at the DMV. The real lesson behind the cliché' is that patience is a virtue.
One instance where it's is true, that good things come to those that wait, is when you are performing search engine optimization. Unlike placing sponsored ads via Google AdWords or Yahoo! Search Marketing, where results are almost instantaneous, the long-term return on investment for SEO is considerably better than most other forms of on- or off-line advertising. Unfortunately, SEO does not produce instantaneous results. And yes, patience is still a virtue.
Optimizing your site for your targeted key phrases won't get you to #1 over night.
You won't find all your keywords to rank in the top 10 on Google in just a few
days, nor will you get significant traffic improvement at the snap of the fingers.
To use a simple analogy, SEO is like boiling water: you don't get a hard boil
the moment you turn on the burner, you have to wait for it.
The process of optimizing a site, or just specific pages in a site can take weeks, and that's just the initial optimization phase. In a previous article I wrote about the making of a perfect SEO firm, highlighting all the different jobs that an SEO firm must perform for the optimization process. That article outlined only the overall human resources needed but didn't go into the specific job functions that are required in the SEO process, when performed correctly. Here is where I let that particular cat out of the bag.
Can't Find Your Way Out of a Paper Bag.
 On the front end of the optimization process hours and hours of research must be performed for each account. Everything from keyword research, industry research, competition research, marketing research, and more, all needs to be completed before any optimization can begin. We often get asked if research time can be shortened if we have performed optimization work for another site in the same industry recently. The short answer to that is, "no."
Every site is constructed different, designed different, laid out different, has a unique history and targets the audience differently. These are all factors that are considered in the multiple levels of research performed. No two sites are the same; therefore no research is the same.
Nothing to Write Home About
A good SEO will actually write or rewrite your page content to properly (and effectively)
work in your targeted keyword phrases. A professional writer should be able to
take the SEO recommendations for keyword usage and incorporate that into existing
content in a way that reads naturally (i.e. does not look as if you just tried
to insert keywords here and there for search engine relevance) and maintains the
ability to convert your visitors to paying customers. This is no small task and
should be done with utmost time and care.
Read
the rest of article.
About the Author:
Stoney deGeyter is president of Pole
Position Marketing, a professional search engine optimization and marketing
firm based in Reno, NV, providing quality SEO services since 1998. You can read
his SEM blog at (EMP) E-Marketing
Performance. You can email him with any questions at stoney@polepositionmarketing.com |
