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SEO is a Long Game Strategy – But You Still Need to Play

11/21/16, 9:43 AM


A Search Engine Optimization strategy is no longer a “nice-to-have.”

SEO has become one of – if not the – most critical component of an effective digital marketing strategy. It’s not enough for businesses to have a slick website and excellent content.

Here are some SEO statistics that are hard to ignore:

SEO as a Long Game
One of the best analogies we’ve ever heard compares SEO value to compounding interest. A comprehensive SEO campaign is meant to snowball on its self, providing ROI far beyond the initial (and continuous) investment made.

The trick, though, is that consistency. You see, SEO only works if it’s a continuous process. Changing your title tags, updating your sitemap, and posting keyword-rich landing pages is a great start, but only just the beginning. Fresh, SEO-geared content is a critical component of an effective SEO campaign and it’s a never-ending endeavor.

Why Pursue SEO Long Term?
Consider traditional marketing. Buying a spate of TV commercials and newspaper ads is a great way to get impressions and build your brand, but that equity is finite. A new show starts running and new papers come out; your ad spend worked at the time but isn’t providing you long term returns. Although SEO keeps working long after you’ve posted that blog or landing page, it’s also useless unless it stays current.

Because the internet is an ever-evolving marketplace, SEO goals and tactics are constantly changing. Smart businesses know that while “old” SEO efforts are still sending signals to search engines in the background, new ones have to be implemented to keep up with search’s changing demands. People search differently, and Search Engine Results Pages (SERPs) rearrange their algorithms all the time.

The Benefits of an SEO Long Game
What’s the point of SEO, anyway? If there’s no hope for your business to rank on the first page for the major search terms you’re after, is it even worth investing in? In a word: yes. Don’t neglect the importance of ranking “long-tail,” highly specific keywords. These are often the easiest to convert to sales, and they present low-hanging SEO fruit in many industries.

An effective SEO strategy will continue building your audience, bringing readers to your site, your blog, or to engage on your social media platforms. This gives you the opportunity to sell one-on-one. Referral traffic – inbound links from other respected websites – is one of the most important benefits of an SEO campaign. These don’t happen overnight, and they’re worth their weight in gold.

Smart minds agree: SEO is the most important place to spend money online. Whether you’re just starting out or you’re revamping a decade-old website, an effective, long-term SEO strategy is the best way for your business to get in front of customers, gain industry credibility, and build your brand.

Sync can help. We’re all about creating effective, ROI-driven SEO campaigns for our clients. Let’s talk about your rankings.

Topics: SEO

Randy Smith