Many prospective clients we speak with come to us seeking immediate results with a turn of a knob here and tweak there. Though Seach Engine Optimisation is our bread and butter, it is an industry that is constantly changing, and adapting to that change is part of our job on behalf of our clients to keep them in the game against their competitors. So unfortunately the implementation of SEO services is not as simple as doing a specific set of actions for a client and cashing their cheque without a second thought; it requires careful testing and re-testing, evaluating the needs of their customers as well as close discussion with the client themselves. Just as we expect that our clients treat each and every one of their customers as individual and unique consumers, we treat all of our clients differently.
So one must not expect SEO to be an added on feature to boost one’s business; something that can be bought or tacked on to give a quick boost. Yes, you may obtain some brief success but that is all it will be; brief, and I can’t overstate the temporary nature of that success enough. SEO must not be ‘turned off’ when you see that your website traffic is up; it is integral in seriously redirecting focus and initiative towards exploring new goals, markets, and avenues of income.
I thought I would bang you over the head once more with something Olympic-themed to explain the long-term game. Watching press clips of various athletes speaking of how they have trained for years and years, their whole lives building to these few weeks, brought to mind the steady process required for your business to properly reap the full rewards.
We have many enquiries who expect the world immediately though they do not recognise that this requires a long-term relationship. That is why usually, I Say! Digital will offer initial services that are smaller and cheaper so as not to falsely present clients with promises of the impossible. Then once we can prove that we can make a difference, we can move forward and discuss additional services.
Business is all about the here-and-now. What does it matter if you were doing well this time five years ago, if you’re close to failure now? Similarly, no athlete wants to peak too early whether in their career, or in one race; effort and conditioning is preserved for when it really matters; when everyone is watching and when most is at stake. No business wants to do well temporarily and then simply fall away like a runner who trails further and further behind having at one time led the pack. The bigger the mountain, the greater the victory.
Why doesn’t a track-runner just strap a rocket to their back? The SEO equivalent is obvious keyword-stuffing on a site; and seeing someone get away with it while you’re doing the right things can be a bitter pill to swallow. Some of the more sneakier, covert tactics like hiding text on your site by disguising it as the same colour as your background are more along the lines of performance-enhancing drugs, which don’t show up on the surface as clearly. While these black hat tactics are promised and utilised by some agencies, Google will see this and (if not immediately) will penalise you. Stigmas related to quick fixes or cheats in the sporting world can ruin a reputation, and the same can be said for black hat techniques for businesses who risk ruining their own image by taking on the wrong SEO agency.
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