Why SEO Only Works In The Long Term

By Claus Geissendoerfer

If you are thinking about using SEO to build an online presence, you’ve landed in the right place. In this article I will tell you why SEO is only viable in the long run.

Before delving into the reasons why it takes so long for SEO to reap benefits, let’s first look at why you should even worry about SEO:


Free Traffic and Free Advertising

First of all, traffic from search engines is free and who doesn’t like free? If you have a website that is doing well from an SEO point of view, then Google will send you a lot of relevant traffic for those keywords that you have chosen and optimised for.  


Your Virtual Shopfront

If you don’t strategically craft your website’s title tags and meta descriptions, then that is what you’re permitting. And that is not good for the images of your business. It’s like leaving “lorem ipsum” text on your printed marketing materials! SEO lets you dictate how your business should be featured on search results. The good news is that once you’re aware of this, it’s easy to fix. SEO hands you back the controls, so you can steer your business along the right path.


SEO as a Key Strategy to Help Prospects Find Your Website

More and more people are searching for products, services or just information by typing it straight into the Google search bar. But unless you are in the top search results, your website is not going to do you any good. Search engine rankings are very competitive these days as everyone has figured out that Google can deliver a lot of paying customers. Only a superior SEO strategy helps you to harness that traffic and appear on the top of the list.


Marketing Experts Agree That SEO Has a High ROI

Maybe you are a person that likes to see statistics to be convinced. Econsultancy asked a number of marketers which inbound marketing method they found the most effective one. Guess what came out on top? Have a look yourself:


The key to understand why SEO takes time is to understand why Google sends traffic to one website and not to another one.

Backlinks The Essential Ingredient to the SEO Mix

Quality backlinks are the most important factor of SEO these days. A backlink is any link that points to your website. Backlinks, inbound links and incoming links are all the same. There are different levels of backlinks with each level being more valuable to search engines and in turn to your business. When search engines calculate the relevance of a site to a keyword, they consider the number of quality inbound links to that site. So we should not be satisfied with merely getting inbound links, it is the quality of the inbound link that matters. The best way to measure quality is by using domain authority which is developed by Moz. Domain Authority is a score (on a 100-point scale) that predicts how well a website will rank on search engines. Use Domain Authority when comparing one site to another or tracking the “strength” of your website over time. This metric is calculated by combining various other link metrics such as linking root domains, number of total links, MozRank, MozTrust, etc. into a single score.


Running an SEO Campaign Involves a lot of Tasks

Many people think that ranking properly in the search engines involves some big secret. Unfortunately that is not the case, it’s merely hard work and consistency. That work includes (but is not limited to) planning, keyword research, setting up of a sitemap, solving domain name and hosting issues, navigation concerns, content creation and optimisation, analytics setup and reporting, etc. An important part is on page optimisation. If you run a WordPress site then I suggest having a look at Yoast SEO. I’ve listed the best guides for on-page SEO and a brief overview of how Yoast works here.


Content Creation Takes Time

Publishing great content is one of the most important ways to get more backlinks to your website. Initially, I would recommend focusing about 70% of your time on guest blogging and about 30% on producing content on your own blog. Once you get decent traffic to your own site, it’s time to flip that. Regardless of where you publish, it takes time to find out what your chosen target audience likes to read and to establish a loyal followership of readers that consume and ideally share your content.


Sandbox Effect That Hampers New Websites

Rumors suggest Google purposely holds back the rankings of new websites for several months before ranking them appropriately in the search engine results. Known in the SEO world as the sandbox effect, experts believe Google “sandboxes” websites to stop spam and poor content sites moving up their listings using blackhat methods which are SEO techniques that trick search engines.


Lastly, SEO is an ongoing investment. Even if your website is doing well today that doesn’t mean it will do well tomorrow. Google is making daily changes to its search algorithm. It’s essential to stay on top of the SEO game in order to maintain a good position in the search engine results in the future.


By Claus Geissendoerfer

Claus is passionate about helping small businesses. He publishes straightforward, no nonsense small business advice on his own blog Amstadd and is a guest author on several high profile websites.  He is liberating entrepreneurs and small business owners from boring and tedious graphic design and website maintenance tasks so that they can focus solely on building their business.


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