Search Engine Optimization (SEO)
The essence of my SEO approach is quite simple. I evaluate where you are currently ranking, then I figure out what your competitors are doing to out-rank you. I then build a battle plan based on your competitors’ weaknesses and your strengths.
Here’s the brutal truth about SEO
Search Engine Optimization, or SEO, is the long-term play. SEO is also a combination play. The long road to a top organic ranking is fraught with setbacks along the way. Google assures it is a hard way to market yourself. Even though people think Google is a free search engine with some paid space, it is really a paid search engine with some free space, and over the years the free space has become more sparse. Today, it covers less than 55% of the average search results page and the trend is showing that over the next few years it will become less and less. Why? Simple! Google doesn’t make any money from organic listings. Thus Google is getting more and more picky who the reputable businesses are to showcase on its “free” organic listings.
Additionally, I would like to point out that many people believe SEO is a cheap way to market yourself. While the long-term lead acquisition cost is certainly low, the short term acquisition cost is extremely high, much higher than Paid Search. This is due to the extensive ramp-up period. With SEO your opportunity cost starts very high and decreases over time. Once a high-ranking position is achieved, this position then needs to be defended to assure no other competitor is going to take it from you. You took the position from someone else and that business will most likely not stand by idle allowing you to take their leads. Thus SEO is an on-going battle of who will be in Google’s best graces.