The search engine optimisation industry has changed dramatically over the past ten years, but one thing hasn’t – SEO customers still expect immediate results. We live in a fast-paced world and one where we can access content anytime, anyplace. We have become accustomed to being delivered results fast and our expectations of online services now include that they never fail.
The trouble with this mindset with regard to an SEO campaign is that shortcuts are usually taken to achieve those immediate results. A business might pay for and build low quality links, they might publish duplicate content, or they might over optimise their website in a last ditch effort to get leads through the door. In a worst case scenario, a business might hire an SEO company who promises to achieve first page rankings within weeks.
In almost all of those cases, a website runs the risk of receiving an algorithmic or manual penalty. If that happens, a long and laborious process ensues which involves removing all low quality links pointing to a website and all low quality content. What a business might be left with at the end of this process is a website that’s stripped naked and anything but a valuable asset.
And yet, all of this could be avoided with a little patience.
An organic SEO strategy is all about long-term value. For short-term results, businesses can use Google Adwords or other pay-per-click platforms. To rank highly in the search engines takes time and especially so in a market with fierce competition, such as retail. Although it’s tempting to take some short cuts to get results quickly, it is important to always remember that any short cut is not going to follow Google’s Webmaster Guidelines.
If you do not follow those guidelines, it won’t be long before you receive a penalty. If you do follow those guidelines, you will be on course to perform extremely well in Google, because you will have followed what Google is looking for.
By playing well, your website will be given the opportunity to achieve a ROI from any SEO spend you make – if you take shortcuts, you run the risk of throwing money away.
The bottom line
Google’s Webmaster Guidelines and Google’s website indexing process steer marketers down a long-term path. Google wants you to prove your worth over a period of time and the only way to do this is to follow what they want you to.
Patience, therefore, is essential for any SEO campaign. You need it to stay on track and you need it to always deliver a valuable experience for your customers. Work hard to implement good website design practices and work hard to produce engaging, relevant and valuable content for your visitors to read and share. Focus on building value for your customers and your search engine traffic will follow.