Want Good SEO Results? Patience is a Requirement

- January 31, 2011

Wouldn’t it be totally amazing IF…you optimized your website to be perfectly aligned with everything that the search engines (namely Google) wanted? Then, almost like magic, your efforts were instantaneously rewarded with top positions on every keyword that mattered to you? Amazing – yes. Realistic – hardly. Rome was not built in a day and neither is top organic placement. This is one of the most challenging things to explain to a client who wants results yesterday and quite frankly, who doesn’t? We’ve all become so used to instant gratification that we don’t find it acceptable to have to wait for anything, especially when it comes to the free positions in Google. Although, I always try to set the right expectation, patience is not one of my best attributes and I feel their pain when clients expect to see northward shifts in positions immediately, but don’t.

Unfortunately there is nothing you can do to “speed up the process” and the way in which Google determines positions (aka their algorithm) can shift and change. As a result, your website should not remain stagnant and will never be 100% optimized, but more like a work in progress, with ongoing tweaks along the way. It would behoove you to arm yourself with as much knowledge as possible with respect to what Google is currently (currently being the important word here) looking for when determining rank, as well as identify how Search Engine Friendly your website is. This exercise is one of the first steps our SEO Engineers take when a new client comes through the door for SEO. Commonly referred to as “the cornerstone of our Natural Search Program”, our Website Optimization Review is — for lack of better words — a report card on your website from an organic perspective. In addition to multiple other factors, it will address these four primary areas of optimization: Technical, Design, Content and Marketing. After providing a score of how your site ranks (per the current standards of Google) a priority list rounds out the Review, which pinpoints where your efforts should be placed in prioritized order.

When it comes to SEO, no matter what your path, it is advisable to gain a clear understanding of what Google is looking for and where your site is lacking before trying to optimize it, as you could do more harm than good. One example that comes to mind is Domain Trust. Often, clients will want to change their domain name to make it “sound better” or “be catchier”. This would not be a recommended practice if you’ve had the domain for 5+ years, as it’s likely to be considered a trusted domain by the major search engines. Trusted domains typically rank higher in the SERPS so you might want to think twice before changing it.

Everyone wants prominent placement in Google for their core keywords and everyone seems to want it to happen overnight. Invest the time in your website and be patient; the fruits of your labor will pay off over time.

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