Most of our clients get what SEO is all about — that’s why they come to us for it. Now and then, though, we come across someone who really doesn’t get it. Perhaps they want instant results. Perhaps they assume that, once they’ve established what they’re going to do, they can just carry on doing exactly the same thing and get exactly the same results.
They think SEO is like a three-minute pop song — simple, predictable and over before you know it. But it’s actually more like a prog-rock guitar solo —a really long and inventive one.
More Than Just Three Minutes
If you’re into three-minute pop songs, you know what you’re getting. You’ll enjoy it, then it’ll be over, and you don’t have to think about it till you hear it again. If SEO were like that, it would just be a matter of creating a list of keywords that you could use indefinitely, and watch your website instantly shoot to the top of the charts — sorry, I mean, the Google rankings.
Of course, SEO doesn’t really work like that. For one thing, there’s no reason why the keywords you identify now will still be the best in six months’ time. For another, it’s a lot more complex than just sticking keywords in. And that’s where the prog-rock guitarist takes over.
Guitar Solo — Invention and Discovery
A prog-rock guitar solo is usually anything but predictable. OK, we’ve all heard third-rate examples where the guitarist seems to have run out of ideas after four bars, but in the hands of an expert the solo will be a voyage of invention and discovery.
Done properly, SEO is just like that. The business world is an ever-changing environment, whether you’re looking in the widest sense or at your specific sector, and SEO has to reflect that and adapt. Just as the guitarist will be sensitive to the complex rhythms from the rest of the band, the SEO expert will navigate the environment and use its requirements to create a campaign to keep the audience’s attention.
The SEO Journey
At Yeseo, we’re not the kind of company that will promise top spot on Google within weeks of signing up with us. Just as the guitar solo has to develop, so the SEO campaign we design for you will need to be constantly tweaked, in reaction to what’s going on outside. Real organic SEO, as opposed to the short-term tricks some companies use, takes a while for the cumulative effect to build up.
Then we’ll be constantly reviewing the strategy. Perhaps something has happened in the world around us that’s prompted people to search Google in a slightly different way. Perhaps the whole way your audience reacts to websites is changing. The campaign will need to incorporate it all, and the skill of SEO planning is to catch that before interest starts to decline.
Three-minute pop songs have their place — perhaps a short-term, time-limited campaign. For a real SEO strategy, though, that will keep your website high up the rankings, give Yeseo a call and come and jam with us.