SEO Strategy: The Complete Guide to Getting Meaningful Results
Everyone is talking about “SEO Strategy” these days, as SEO is known to be a valuable tool for driving traffic to your website, increasing conversions, and boosting revenue. But maybe you don’t understand exactly how it actually works.
Understandably so.
It can be difficult to get clarity in an industry full of SEO chatterboxes who clearly lack experience. The best solution is always to opt for a long-term SEO Strategy. SEO takes time, and you can’t get meaningful results in the short term without putting in the hard work. In the worst case scenario, thinking about getting SEO results in the short term can actually damage your brand and devalue your online presence.
Waiting is the hardest part
Because SEO is still in the process of establishing itself as an established marketing channel, people often make the mistake of expecting results from SEO in the same timeframe that other acquisition channels require.
While it’s reasonable to expect an increase in business after 30 days of advertising campaigns (SEM, PPC, Social), an SEO strategy takes longer to show measurable returns.
It can be hard to have faith when you’re used to seeing immediate results from your campaigns. Add in the pressure of stakeholders impatient to see a return on their investment, and it’s easy to see why so many people turn to an SEO provider month after month to increase their search rankings.
Short-term thinking never produces long-term results
Since your business goals are long-term, your SEO strategy should be long-term, too. Remember, it’s not just about getting more traffic; it’s about getting more qualified traffic that converts into leads and subsequently increases your revenue. An experienced and reputable SEO agency will first focus on understanding your long-term business goals and then building a strategy that helps you achieve them.
The Month-to-Month Fallacy
If you look for a monthly contract for SEO services, you will absolutely find someone who is willing to work with you on those terms. You may even come across consultants or agencies that “guarantee” results within 30 days. When you hear promises of rapid spikes in your organic traffic, run away.
There are SEO techniques that will generate an instant increase in organic traffic to your website. Unfortunately, these techniques usually violate search engine terms of service. Search engines are designed to bring valuable content to the people who are searching for it. But Black hat SEO techniques game the system, bypassing any user benefits to dishonestly boost search rankings.
If Google detects that your website is using black hat SEO, it may issue a penalty to you, which triggers an update to its PageRank algorithm, downgrading your website’s ranking performance, or in the worst case scenario, removing it from the search engine altogether. Imagine the terrible scenario where your website is completely invisible to people searching for your products or services.
Terrible, right? Avoid black hat SEO and those who promise you short-term results at all costs.
Some agencies or consultants are happy to sign a monthly contract with you because they know they can’t prove their results for longer. Plus, due to the nature of your short-term contract with them, they don’t need to worry about the consequences of their tactics on your business.
A SEO anecdote
A client came to us after they attempted to get a quick SEO boost by buying cheap backlinks, a violation of Google’s Webmaster Guidelines. They were shocked to discover that after an initial spike in traffic, they saw a rapid decline in visitors to their site, followed by a decline in revenue, which brought their business to its knees.
They chose to work with us based on our reputation and our ability to quickly diagnose the problem and create a clear plan of action for their SEO recovery. After committing to a long-term strategy, we were able to reverse their downward trajectory and begin a slow climb toward sustained growth that has exceeded their expectations and helped their business not only survive, but thrive.
The Compounding Returns of a Long-Term SEO Plan
SEO done right is a long-term game, but the reward is sustainable growth that gains momentum over time. Because Google rewards sites for consistency, they view search rankings as an evolutionary process rather than a revolutionary one.
While it may require some patience, you’ll find that continued effort yields continued results.
Ahrefs research found that the average age of a top ten ranking page on Google is over two years old, and the top-ranking pages are, on average, 3 years old.
That time has been consistently spent on assets that have authority, relevance, and trust.
There are no shortcuts to building trust.
By building relevance, your site gains authority, which increases its visibility and leads to more conversions, which builds relevance, builds authority, increases further visibility, and leads to even more conversions. No gimmicks. No mystery. No smoke. Just a disciplined approach and a rigorous process that produces sustained results over time.
What to Look for in an SEO Partner
When you’re ready to elevate your search rankings, it’s always best to work with a team that is dedicated to your success. Look for a partner that has great SEO experts and a structure that offers continuity of service, established processes, and consistent, reliable communication. An experienced customer success team that understands your business goals should be available to answer any questions or concerns you may have at any point in your SEO campaign.
Your SEO agency should be completely transparent about their processes and able to explain the work they’re doing on your behalf in clear, concise terms. Here are some questions to ask SEO agencies:
- What is their SEO optimization process?
- How often will they review results with you?
- What metrics will they measure?
- Will the reports be understandable and directly tie back to your business goals?
A great partner will constantly monitor your progress toward your goals, correcting course as necessary. If the winds shift in your competitive landscape or if algorithm changes threaten to ruin your rankings, a serious SEO partner will provide honest advice and plan a safe passage through rough waters.
Trustworthy SEO agencies will outline clear, achievable goals for your campaign and provide a timeline of work that they reliably adhere to.
Final Thoughts
Your SEO strategy should support your long-term business goals. Shortcuts rarely deliver sustainable progress, and if you’re not careful, they can jeopardize your brand’s reputation, not to mention impact your ability to generate revenue.
Resist all-the-same-words promises and quick fixes. Find an SEO agency you can trust to walk shoulder-to-shoulder with you on a journey of sustainable growth.
Curious about how Ottobix creates long-term SEO campaigns that produce tangible results, increase your organic traffic, and improve your conversions? Contact us for a free consultation.
