How To Become The Wise Old Man Of Optimization. Rule #1: SEO Is Not A Sprint
Well, there is no way I can tell you how to become the wise old man of optimization. SEO is a marathon and not a sprint.
There simply is no such person. And there are no leaders of the “digital revolution”.
As a CEO, you are accustomed to the challenge of having to take decisions on things you barely understand. Worse when it comes to the digital world. It can all be very confusing. Things move very quickly and the goalpost keeps shifting. Just when you get used to something, they claim that Google changed the rules.
Happily, you don’t need to be an SEO expert to either understand its basics or to get a handle on the discipline enough to hold you own in Mancom meetings and in the boardroom. Learning about SEO takes a bit of getting back to basics. You learn the same Marketing 101 courses but this time in a different dialect of English.
Digital marketing is exactly the same as any other marketing. It tastes just like chicken.
The question I asked myself when I was in a similar quandary was this: What’s the minimum I should know about SEO to be able to keep from sounding like a antediluvian nincompoop?
In my quest, I found a few websites that outlined the basics rather well. I distilled their advice into a few tidy buckets. At the end of this piece and the ones following, click to the next rule.
Rule #1: SEO is not a sprint. It’s a marathon. Ok, a half-marathon
The internet is often considered a “fast thing”. It’s business at the speed of thought. Thought travels faster than light. Everything associated with it ought be immediate and so should be its gratification. Wham , bam, spassiba Sergei.
Right? Not quite. SEO takes time to build. Because it takes time to build a brand.
In the brick and mortar dystopia, we understand that it takes time to convince a lot of people that your brand is worth something and stands for something and over years you fret over a well-crafted strategy to get your reputation to the point that the public keeps you in mind when they next buy sprockets.
In the digital utopia, Google (yes, yes and other search engines) replaces the public. You build your reputation with Google and Google tells the public about you. Google takes into account a wide variety of parameters before they serve you up in the search results.
The two main considerations for Google appear to be:
- How easy-to-use and technically well-provisioned is your site? They want the public to have great user experience. They reward good sites with high rankings in the search results; and
- The more important thing is how well Google thinks your site is perceived. They use innumerable parameters in their algorithms to find out how good you are. And how many other relevant, quality sites link to you i.e., that other good sites think highly of you enough to send you traffic.
The job of SEO is to satisfy Google on these fronts. Common sense has it that it takes time to build one’s reputation. It’s a constant process of thrust and parry to push one’s brand up the search results and try and get on page #1 of Google. Or close to it depending on how many competitors are jostling for the space.
The good news is that it takes less effort and less money to do it online than offline than spending a whole bunch of money on traditional media. For example, SEO will enable a luxury developer to become well-known in international target markets in a fraction of the time it would take them to build their brand with traditional media.
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