The SEO Gamble – Or, You Can’t Win the Lottery If You Don’t Buy a Ticket


Many businesses don’t want to take a chance on SEO. It makes sense instinctually when you view your organic rankings for your brand terms, and find yourself already succeeding. Also, the fact that SEO takes a long time and still can’t guarantee great initial success is a major turn-off to ROI gripped companies.

What many executives don’t understand is that while the top may be true, optimization is about improving upon what is already there. By search engine design, a brand site is usually considered the authority for a brand-related search – however, many, many consumers and searchers may not be brand conscious. If you own an apparel company, you should know that a potential customer may not be searching with “Brand X Jeans” as their query; instead, they may simply search “Jeans”, or something more descriptive like “Acid Washed Jeans”. Without SEO, your brand site may very well be absent from organic search engine results. Or, if you are lucky enough to rank without optimization, you may be ranking on the fourth page (for example); unfortunately most searches will refine their search if they do not find what they’re looking for on the first page 918kiss .

SEO is marketing. Although it’s on the internet and measurable by analytics, it runs mostly on hopeful tactics designed to influence the search engines. There is no cost-per-click investment, or other monetary influence. To succeed with SEO, an optimizer must appeal to the natural factors of a search engine algorithm. These factors are by large a trade secret, kept internal so that unethical spammers won’t exploit them. The SEO industry spends a lot of time discussing, testing, and challenging reports, in hopes to get a little closer to a search engine’s brain, and ultimately, more successful optimization efforts. The truth is, there is virtually nothing that can be done as ‘sure bet’ – it’s typically a combination of different optimized elements coming together and flicking the algorithm’s switch for any given page. But unlike the utter randomness of the moon and the stars aligning, good SEOs have enough insight and experience to get pretty close to a small goal by the first initiative. If the first initiative misses, there’s a great set of learnings for use in optimizing the next optimization effort. Continued tweaks upon tweaks, and SEO will surely begin to pay out in the long run.

Today, SEO is much more of a marketing layer than ever before, working in tandem with the technical web development layer. SEO is not just about top 10 rankings – it is about optimizing a site and content for search engines on behalf of the users. Search engines want to serve the highest quality, most authoritative pages; today’s best SEOs assist this by ethically helping engines see the user value. Search engine optimization is about taking a user/customer from point A (a prominent organic listing) to point Z (an action/sale on a website). Does this mean SEO gets involved in user experience? Yes. Does this mean SEO gets involved in writing messages that sells? Yes. Is all this something your website can afford to skip? Missing the big picture of SEO might mean missing the big chances to take your online business to the next level, something that may not be achievable with your current online marketing channels. The majority of web users still choose organic traffic over PPC. Revenue with organic is also typically higher than PPC, making SEO a huge platform. If you haven’t looked at SEO this way in the past, it’s time for a second look. It’s time to buy a ticket.

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