Good Things Come to Those Who Wait (and Other Analogies and Cliché's for SEO)
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 cliche' 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.
Take It or Leave It
Even a Broken Watch is Correct Twice a Day
On top of the code bloat removal process you also want to get your pages to validate to professional HTML standards set by the W3C. Validation is simply ensuring the correct coding elements are used and used correctly. While most validation issues are relatively small, they tend to come in multitudes thorough the site. Larger validation issues can often take time and substantial finessing of the code in order to correct.
All Things Being Equal
Site maps, custom 404-redirects and robots.txt files are all important to the overall construction of your site, even if they don't necessarily have a direct effect on the actual on-page optimization of your site. Site maps help both search engines and visitors quickly and easily get to the information that is important. A custom 404 redirect eliminates that annoying "page not found" error and lets you keep visitors on your site if they somehow access a page via a bad link. The robots.txt file is useful to communicate with the search engine spiders about content they should or should not index. This allows the search engines to focus its time on the good stuff and not the irrelevant portions of your site.
There's More Here than Meets the Eye
There are a lot of details that I left out simply because it can't all be addressed in a single article, but you can get the gist of the amount work that goes into just the initial optimization of a site. Depending on the size of the site or the number of pages being optimized, the processes above can take several weeks to a few months to compete. Going back to our boiling water analogy, you just filled the pot, now its time to put the pot on the stove.
Very rarely is search engine optimization a one-time-only process, but takes a continuous ongoing effort to build site relevance, evaluate performance, analyze effectiveness, and adjust the campaign accordingly to achieve and maintain top rankings against active competitors and substantial algorithm changes.
There are Plenty of Fish in the Sea
Link building and management is an important aspect to the total optimization campaign. Optimizing your site without considering your link campaign is like trying to drive a car without tires. You don't need great tires to make the car move forward, but you have to have some kind of tires in place, unless you're towing your car on a flatbed truck. Same holds true for a web site, it can be a great site but without links you just won't perform in the natural search results. (Just to complete the analogy, we can say that sponsored ads and off line marketing efforts are the flatbed truck.)
Linking has gotten more and more complex as the search engines fight link spam and seek to improve relevance. Whether you seek out one-way or reciprocal links, linked articles or directory submissions, or "authority" links, link building is a very time consuming process that undergoes constant re-evaluations. A good link today may not be a good link tomorrow, not because it was never a good link but because the linking site might become irrelevant to the search engines or become a search spammer, or whatever reason. A good half to two-thirds of the monthly man-hours assigned to ongoing optimization can easily be focused specifically on the link campaign.
Look at Both Sides of the Coin
Unless you are targeting no more than a single phrase for any given page of your site, inevitably it will take some finesse to achieve top rankings for all phrase being targeted. Good keyword research in the set-up process can greatly improve the ability to archive top rankings for multiple phrases per page, but no matter what there will always be certain elements working against each other. Adjust one phrase here and another one drops. Adjust that phrase and still another phrase drops.
With time, a good SEO will be effective at getting your keywords ranked well against the competition. That's half the battle. The rest comes as new or existing competitors amp up their optimization efforts in order to take back what was achieved and as search engines adjust their algorithms. We've all heard of sites losing rankings with algo adjustments, even those that have never spammed. It happens and its the job of the SEO to see these things coming and adjust the site accordingly and should rankings dip, to move in and get them back in place.
Wait with Baited Breath
Again, this is just scratching the surface of what goes into the monthly optimization campaign. But all of these adjustments work over time. Even more so once you consider "sandboxing" and "aging delays" that are becoming a staple in the search engine algorithms.
If You're Not Part of the Solution, You're Part of the Problem
Don't expect instant results with your optimization campaign. Many SEOs require a six or twelve month contract, simply because they know it can often take that much time to show solid results for all of your keywords. Expecting great results any sooner is simply wishful thinking.
We all heard the saying, "A watch pot never boils." Well, in reality, it'll take the same amount of time to boil as an unwatched pot, but it just seems longer because you're there looking at it. Once you hire your SEO company, let them do their job and walk away. Don't completely forget about them and check in from time to time just so you know what's going on (and your SEO knows that you expect results), but just give it time for the process to work.
Go work on your site, your business and other marketing efforts. While your SEO is working to make your site successful in the search engines, look for other ways to bring success to you and, to use another cliche'; don't put all your eggs in one basket. Search engine optimization should not be your only hope for success.
If you have done your research and chosen the right SEO company success will come, but only with time. Be willing to let the process work its course and good things will come? by the boatload.
Stoney deGeyter is president of Pole Position Marketing, a professional search engine optimization and marketing firm providing SEO services since 1998. Stoney is also a part-time instructor at the community College in Reno, Nevada where he resides as well as a moderator in the Small Business Ideas Forum. You can read his SEM blog at (EMP) E-Marketing Performance. You can email him with any questions at firstname.lastname@example.org
Googleâ€™s John Mueller Speaks on SEO for Dark Mode Websites Search Engine Journal
Screaming Frog releases SEO Spider version 12.0 Search Engine Land
What Entrepreneurs Should Know About SEO Business.com
4 SEO Hacks for SaaS Inbound Marketing in 2020 MarTech Series
Video: Eric Enge on building and selling his SEO agency Search Engine Land
Can SEO Be Made Predictable? Search Engine Journal
Get The Complete 2020 Google SEO & Growth Hacking Bundle For A Massive 98% Limited Discount Offer â€“ Avail Now - Wccftech
Get The Complete 2020 Google SEO & Growth Hacking Bundle For A Massive 98% Limited Discount Offer â€“ Avail Now Wccftech
An Introduction to Python for Technical SEO Search Engine Journal
Moz launches Domain Analysis, free tool for SEO metrics Search Engine Land
5 Ways SEO Helps Marketers Work Smarter with Bigger Brands Search Engine Journal
Can SEO Have a Negative Effect? Search Engine Journal
10 Alternative Ways to Level Up Your SEO Skills Search Engine Journal
3 Places for SEO Beginners to Focus Their Time Search Engine Journal
One Tool for Improving Image SEO for the Future Search Engine Journal
SEO: Expertise in 1 Area Can Lead to Weakness in Others Practical Ecommerce
The Top 4 Enterprise SEO Platform Tools: An In-Depth Review Search Engine Journal
BrightEdge promises â€˜self-driving SEOâ€™ with new Autopilot offering Search Engine Land
Redefining SEO in the Age of Digital Transformation Destination CRM
SEO from Expired Domains - DNW Podcast #258 Domain Name Wire
Multiple H1s wonâ€™t get in the way of your SEO, Google says Search Engine Land
Googleâ€™s John Mueller Asks Why SEOs Donâ€™t Publish Their Address Search Engine Journal
Leading Enterprise SEO Platform, Botify, Launches Prescriptive Intelligence & Activation - PRNewswire
Travel SEO: 8 Ways to Build Links & Get Press as a Travel Brand Search Engine Journal
7 SEO 'Rules' to Ignore for Ecommerce Practical Ecommerce
Should you do 100% of your SEO in-house? Search Engine Land
Baidu SEO: Content Delivery, Speed & Accessibility Search Engine Journal
How Often Should You Do an SEO Audit on Your Company Site? Business 2 Community
My experience with SEO Practical Ecommerce
How to Do Local SEO During the Holidays Search Engine Journal
What Is Forensic SEO? Search Engine Journal
SEO 2020: Top 15 Google Page Ranking Factors hypebot.com
SEO Company Winnipeg Search Engine People
BrightEdge Unveils New Technology That Puts SEO on Autopilot Search Engine Journal
How a content audit can improve your organic SEO performance Search Engine Land
Brian McDowell on Enterprise Ecommerce SEO, Mobile & Respect [PODCAST] Search Engine Journal
Online Writing in 2020 & Beyond: 25 To-Dos & Not To-Dos Search Engine Journal
7 Coding Barriers to SEO Success Practical Ecommerce
Top 5 tips to improve your local SEO Augusta Free Press
What Distributors Need to Know about SEO | 2019-10-07 Modern Distribution Management
Brennen Bliss Recognized as Young SEO Professional of the Year at 2019 US Search Awards - Business Wire
Brennen Bliss Recognized as Young SEO Professional of the Year at 2019 US Search Awards Business Wire
SEO Analyst Prolific North
Getting started with a terminal emulator for SEO programming Search Engine Land
Aleyda Solis on International SEO & How to Be Super Productive While Traveling [PODCAST] - Search Engine Journal
Aleyda Solis on International SEO & How to Be Super Productive While Traveling [PODCAST] Search Engine Journal
SEO Manager job with Creative Circle | 405148 mediabistro.com
SEO in 2020: How to Perfectly Optimize Your Website for Google [Infographic] Social Media Today
4 SEO tips for small businesses on a budget KnowTechie
GIVEAWAY: Win an SEJ SEO-Themed T-Shirt! Search Engine Journal
80 SEO & SEM Statistics That Prove the Power of Search [2019 Update] Business 2 Community
Is Google's Nofollow Change a Peek into SEO's Future? Practical Ecommerce
SEO Critique of 3 Ecommerce Blogs Practical Ecommerce
Basic SEO For A Cannabis Business Website mitechnews.com
Long Island SEO, fishbat, Shares 4 Ways Instagram Can Maximize Brand Visibility For The Yoga Industry - MarTech Series
Long Island SEO, fishbat, Shares 4 Ways Instagram Can Maximize Brand Visibility For The Yoga Industry MarTech Series
7 Free SEO Plug-ins for Chrome, and 3 Extras JumpFly PPC Advertising News
4 Things No One Tells You When You Start Your Own Marketing Business Search Engine Journal
WeWork Selling Conductor SEO Company Search Engine Journal
Google: HTML Sitemaps Not Worthwhile For SEO Purposes Search Engine Roundtable
Law Firm SEO Mistakes You Should Avoid Programming Insider
SEO Misinformation â€“ and How to Avoid It TechSpective
Using Topic Clusters to Improve Law Firm SEO Bigger Law Firm Magazine
Google Sept. 2019 Core Update â€˜weakerâ€™ than June core update Search Engine Land
SEO Tricks Applied to the World of Email Marketing Business 2 Community
Googleâ€™s John Mueller On Link Velocity and Penalties Search Engine Journal
IM Consultant Services Describes How SEO Can Help Louisville Businesses Grow Rapidly - StreetInsider.com
IM Consultant Services Describes How SEO Can Help Louisville Businesses Grow Rapidly StreetInsider.com
Google is Testing Search Results Without URLs Search Engine Journal
Seo Hyo Rim revealed to be dating veteran actress & 'Did You Eat?' castmate Kim Soo Mi's son - allkpop
Seo Hyo Rim revealed to be dating veteran actress & 'Did You Eat?' castmate Kim Soo Mi's son allkpop
Moz Develops New Metrics For SEO Analysis 10/14/2019 MediaPost Communications
September 2019 Google Update â€“ Winners and Losers Search Engine Journal
Get a $20 Amazon gift card when you sign up for Arcadia Power Android Central
Where Can I Get Backlinks to Improve SEO? Business 2 Community
First Page and Decathlon's traffic campaign partnership promises massive SEO performance boosts - Marketing Interactive
First Page and Decathlon's traffic campaign partnership promises massive SEO performance boosts Marketing Interactive
Top 10 CMS Features to Maximize Your Website Traffic & Revenue Search Engine Journal
Guest columnists Seo-Ho Lee and Naomi Johnson: Youth climate activists take over the streets of Boston - GazetteNET
Guest columnists Seo-Ho Lee and Naomi Johnson: Youth climate activists take over the streets of Boston GazetteNET
SEO Tricks For Email Marketers 10/17/2019 MediaPost Communications
Power Digital Marketing Acquires SEO Agency Factorial 10/18/2019 MediaPost Communications
Community remembers Adam Seo Argonaut
Watch Local SEO Experts Prank A Google Local Spammer Search Engine Roundtable
WordPress 5.3 Moves Closer to Valid HTML Search Engine Journal
Grad and his SEO employer are competing for a $25000 prize algonquintimes.com
Park Seo Joon's Manila Vlog Cosmopolitan Philippines
Your Website Title Could Be Costing You Money
Nothing could be simpler than the title you give to your web pages right? Unfortunately, the vast majority of the websites I visit these days have absolutely terrible titles that hurt their online business. The title of your website is a very important part of getting good rankings on most of the major search engines.
Playing By Googles Rules
As the undisputable leader in search engines, Google places a very high importance on the quality and relevancy of its search results, especially now that the company is public. The know that in order to keep the shareholders and users of the engine happy, the quality of returned results are extremely important.
The Golden 5: Steps to Google Success
The Dream: You wake up one morning and notice your website appears on the #1 spot for your chosen keyword. The traffic is enormous, the business is huge and you are rolling in cash.
Google Rank Cake
6 cups thick content mix 1 jar word of mouth, whipped 2 tablespoons meta tags 1 cup creativity1) In a bowl, stir content mix with 1 cup creativity. Stir.
PageRank for Websites: Is There More to the Web?
Google's PageRank has been around for years, and in the opinions of a lot of e-business owners, it can make or break a site. Lately, with Google's fingers in every pie, it seems important to remind everyone that there is more to a website than just PageRank.
Pay-per-click - the Ultimate Tool to Boost Affiliate Sales
The old ways are not always the best ways.The traditional model of making money from affiliate products was simple.
Search Engine Optimisation - Why And How To Do It
In the following article I will give you some basic guidelines to follow in order to help get your web site ranked at the top of popular organic search engines. More detailed information can be found in our DIY Internet Marketing Guide "Start at the Beginning" Click here for an excerpt: http://www.
Submitting to the Search Engines and WebCrawlers
When you want your brand new site to be indexed into major search engines, you usually go to their free submit page and submit your website, correct? Seems like the right thing to do, right?Well, many people fail to realize that not submitting your site is usually better than actually submitting it.Let, me explain.
Google Slavery...Old Habits Die Hard
For the first few months after Yahoo decided to go their own way with natural search (and MSN decided to get serious about the search business), the search results provided by those two could only be described as bizarre. Enough time has now passed that the dust has somewhat settled and there are three main (from a traffic standpoint) sites for quality natural searches.
SEO Expert Guide - Page Optimization (part 5/10)
In parts 1 - 4 you learnt how to develop your online business proposition, generate a list of key words and optimize at a site level. You were also introduced to our mythical Doug (who sells antique doors, door handles, knockers, door bells or pulls and fitting services) in Windsor in the UK.
Creating a Google SiteMap For Your Work At Home Business Web Page
Search engine traffic is the best traffic You can get for your online Business. So if you are running a Home Based Business with an Online Presence why wouldn't you do everything possible to gain a Top Search Engine Ranking.
When to NOT Hire a SEO and Why
When you get an e-mail from SEO Company with content similar to this:"We submit your site on X00.000 search engines and directories?"Stay far away from companies which offer you to submit your site on thousands of directories and search engines.
Search Engine Optimization - Free Tips and Help - Part One - The Title Tag
Search Engine Optimization is a widely misunderstood industry. Many webmasters, including myself, have been mislead by industry forums, and Internet "chatter".
SEO Expert Guide - Search Engines Explained (part 1/10)
Before we explore the world of search engine optimization, it is vital that you know a little about how search engines work and their relative market shares. It will help you to prioritize your activities later!(a) What are Search Engines and who powers them?There are essentially four different parts to a typical large search engine; the crawler, the directory, sponsored results and the search engine itself.
How To See What Pages Of Your Site Google Has In Its Index
There is a lag time between the indexing or updating of your site, and the time it takes to show new results in the database. Depending on your site, where it was linked from, who it was linked from, and who knows what other factors, the amount of time varies.
How to Protect Your Search Engine Placement by Keeping Up-to-date on Industry Changes
There's no denying it: Search engines are a dominating force on the Internet, with millions of people going online to search on their topics of interest every single day.In fact, it was revealed at a recent industry conference that in June of 2005 alone, 10.
Buying Textlinks: The Latest SEO Craze
With search engine algorithms changing seemingly daily, the quest to rank high in the search engines and stay there is proving to be quite the challenge for most webmasters. One of the more recent popular ways of achieving this is through buying text links on websites that have high PR's (page ranks) on Google and that also rank well in the other major search engines.
Branding Versus SEO
Branding versus search engine optimization is a marketing dilemma that larger companies will need to come to grips with on the Internet. Often companies will need to decide whether to promote their own brand name as their main keyword phrase or optimize for a more generic keyword phrase.
How to Build Massive Keyword Lists
As keyword marketing becomes more and more expensive and competitive, it has become essential when building your lists to focus on the maximum number of phrases and their variations that a surfer might enter into the search engines.Why?Because according to Amit Singhal, principal scientist at Google, a guy who really should know what he's talking about, over 50% of the 200 million searches performed a day have never been searched before.
Adding City Names At The End Of Your Keywords Can Bring You More Profits
In recent times, I have been closely studying keywords that have famous city names at the end of them and what I have discovered is nothing short of amazing. My research started off with pay-per-click ads.
|home | site map|