The value of using SEO is clear. Studies have shown that organic
search results are more highly trusted than PPC (SEM) advertising. SEO is about
having the right knowledge, applying proven techniques, experimenting with new
ones, and letting the search engine do the rest. Naturally, the prerequisite to
all of that is to have engaging content and a quality product (or service).
Stay away from:
- Making changes to emulate the competition without knowing why
the change was made
- Not trying different keywords, and instead stopping at only
one or a few
- Making frequent SEO-related changes without realizing the
effects of previous changes
The SEO work for each website is different. What is similar,
though, is the actual SEO process. You still have to go through the same
exercise, regardless of whether you are working on a new site or an existing
one.
The SEO process is always in motion. Along its path, several
artifacts are produced to foster better tracking and management of
overall SEO efforts. When done properly, working through the SEO process phases
will take time.
Once the major SEO efforts are complete (in the implementation
phase), SEO becomes more of an operational activity as opposed to a full-blown
project. With the SEO fundamentals in place, your website will be on the right
path toward increased search engine visibility.
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