Why Search Engine Optimization is a Long-Term Investment

When it comes to search engine optimization, there are so many things to consider before you get started that it might seem like an impossible task to take on. From meta tags to building backlinks, and from content marketing to social media, it seems there’s a million things you need to do to play the ranking game–and actually do well at it.

But SEO is a long-term investment. It’s not a “set it and forget it” type of process–it’s a fluid, ever-changing industry, and it takes a lot of knowledge and dedication to keep up with all the latest strategies. Before we get into that, though, take heart–There are some things you can do to get started immediately:

  • Make sure to list your business on Google + and as many major directories as possible. Defining keywords, linking to your website, and providing vital information about what your business does makes it easier for the search engines to index you.
  • On that note, make sure your address, phone number, and business name are listed consistently across all directories. Search engines can create duplicate listings for slight variations in addresses, and this creates confusion for customers who are searching for your services.
  • Build a website with an easy-to-navigate structure and visitor-friendly photos. Make sure you include meta tag descriptions, provide search engine-friendly alt tag descriptions on photos, and submit a site map to Google periodically. Updating your blog or at least providing fresh content is a must. And you should always make sure your link structure is clear to search engines. I.e., website.com/blog/how-to-install-a-faucet is great; website.com/22560 is not.

SEO is ever-changing and increasingly complex.

But the nature of the beast is that SEO is an ever-changing process. Google is always trying to make its algorithm more accurate–for example, when you think of how search functioned in the 90s versus now, they have improved a lot at returning relevant results! Why? Because Google has invested a lot of time into researching user intent, so that when someone types in a query, he or she gets more accurate results. Naturally, the company is going to continue doing their research and honing the algorithm in the years to come.

What does all of this have to do with Search Engine Optimization? Well, put simply, SEO is the process of getting a site “Google-ready”. SEO experts take current Google data and make sure that client sites comply with it, so that they’re ranked higher in comparison to their competitors.

SEO experts must work with an algorithm that is unknown to anyone–and still try to stay in Google’s good graces.

So basically, once you’ve achieved that ranking, if you’ve hired good SEO people, you’ll likely hold that spot for a long time to come.

However, sometimes Google makes SUCH drastic changes that while you may have been ranking on page one on Monday, suddenly on Tuesday, you’re not ranking at all. You soon discover that you are lacking now-important SEO elements or utilizing outdated techniques.

For example, “keyword density” used to be a big concern for SEOs. They advised that articles and content on sites contained keyword-rich articles, using the exact same grammar structures every time the keyword was used, even if it didn’t make sense in the context of the sentence. Back then, this was actually a way some people would “cheat” Google–just stuff keywords in some text and end up ranking on page one! (By the way, this is what’s known as “black hat” SEO–doing things simply to cheat the system–and black hat techniques will get you booted from page one on Google’s next update faster than you could imagine.)

Now, Google actually punishes people for stuffing keywords. And the search algorithm has become sophisticated enough that Google can understand changes in a query’s grammatical structure. What that means is that you no longer have to JUST search for “landscapers cheap Lexington” to get relevant results, but you could search for “cheap landscaper in Lexington” and get basically the same thing.

Don’t believe me? Here’s a screenshot. Take a look at the pages:

cheap-landscaper-lexingtonlandscapers-cheap-lexington

Yep, the majority are the same links. One just has a map, so they’re listed as Google + business listings, and that’s where you’ll spy the difference. But the point still stands. Google is really good at interpreting what the user is looking for–affordable landscapers in or around Lexington. Whether you word it like Yoda or an English professor, Google wants to help you out, and does a pretty good job at it!

SEO experts are in it for the long haul–and so are you.

Because Google is always changing, search engine optimization must follow suit. There are those out there who say SEO is dead (there’s always somebody saying that about ANYTHING, though) and there are others who say it will become obsolete as search engines grow closer and closer to behaving like human minds. But the fact is, the web is always changing. People build new websites. New businesses crop up, while others close their doors forever. It’s not enough to rank on page one today. You have to work with experts to make sure that you continue to rank on page one in the future too, whether Google releases a major update or another business moves into your vicinity. So until Google can read your mind and pull up the best business to match your personality (eep–that’s some scary stuff, isn’t it?), search engine optimization will be a thing. SEO is a long-term investment, and if you have a great business at your side, it will be worth it.

Internet Local Listings is an internet advertising company in Santa Ana, CA, serving clients across the country with the best website marketing services available in the industry. Visit us here for more information, or give us a call at (888) 770-3950 to see how we can help you be seen online.

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3 thoughts on “Why Search Engine Optimization is a Long-Term Investment

  1. vservegroup February 26, 2015 / 10:02 pm

    SEO is truly a long term investment. Aptly summed up. Kudos!

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