Search engine optimization certainly is a maligned industry, that part Lisa Barone has down pat in her latest article. She also hits the nail on the head when she says most of the critics of SEO simply do not know the industry or how it came about to fulfill a need for perfectly respectable people. With that said, she perhaps does gloss over the presence of Black-Hat SEO types and the ethical questions that are sometimes involved in SEO work.
With all of that said, Barone gives some good advice on why your SEO investment may not be panning out the way you’d hoped. The best one is first one, so that’s what I’ll quote here:
You’re writing a check your brand can’t cash
Being an SEO is a bit like being an athlete. As excited as you may be, you’re not going to magically wake up tomorrow with the strength to overtake a Kenyan in the New York Marathon. But if you train for it, sculpt your body correctly, and build that foundation in your legs and muscles, then you might have a fighting chance…to come in directly after the Kenyans (let’s not be ridiculous). SEO works in a very similar way.
The second suggestion is that if your SEO investment is less than your weekly coffee bill, you are likely not going to see very much of the type of results you want. I’ll let you read the other tips–but one of them is sub-titled, “You chase unicorn tactics”, if that doesn’t pique my Vermont friends’ interest enough to read the original article, I don’t know what will.
The B2B marketplace is just becoming aware of the amazing advantages in forming an SEO Monopoly.