Investing in Search Engine Optimisation (SEO) is like investing in a fine wine. It gets better with time, and you can’t expect fast results, just like you can’t expect that wine to be top quality after a couple of months.
We’re not suggesting that you wait dozens of years like you would for an incredible fine wine, but it’s important to have realistic expectations with your SEO campaign. As a business owner, all you want to see is a return on your digital marketing investment. And so you should. However, it’s imperative that you understand it may take a few months – maybe even a couple of years – to see the true value of your SEO investment.
So why does it take this long to finally deliver results? There are several reasons, as we explain.
There’s no quick solution
If a digital marketing agency promises that they’ll deliver you page one rankings in the first month, then that’s your first warning sign. If they promise you position one rankings, then you should seriously reconsider your partnership altogether.
The first month should be all focused on analysing and setting up your campaign, and although you should expect a slight increase in this period, you shouldn’t be anticipating your traffic to double. Instead, expect the foundations to be laid for a long and sustained strategy.
Every website starts at a different point, so your digital agency should be able to provide you with a tailored plan of attack in regards to what they will do to optimise your on page elements, acquire new backlinks, update your content and implement other key technical SEO techniques. Know what you’re getting into, so you have a realistic idea of when you should expect to see results.
More optimisation = better rankings
As with most tasks, the more you optimise your strategy, (typically) the better the results you’ll achieve. SEO is no different. Heck, the word “optimisation” is in the name. It’s about tweaking the campaign to ensure it’s performing the best it can. A simple set and forget approach just won’t work.
Content writing, for example, requires time. Firstly, a plan needs to be put in place to ensure there is enough content on the site, and secondly, to analyse whether this content is of high quality. Then new content needs to be created with a keyword focus in mind, and delivered over months. A similar sentiment is shared with the acquisition of backlinks – it takes time to build a strong link portfolio to and from reputable sites.
Many business owners get frustrated in the early stages of a campaign when the movement is not as strong as they’d imagined. It’s impossible to implement a short-term SEO strategy, instead, results come with “optimisation” over time.
It’s a competitive space
SEO has come a long way and most businesses (big and small) these days realise that it’s an important marketing tactic to attract and sustain customers. That means that your competitors are fighting just as hard as you are for the top positions in the search results. Therefore, it’s not simply about spending more money than they are – it’s about doing things better.
By conducting a competitive analysis, your SEO agency will be able to see exactly how you compare against your competitors, and where your shortfalls are. These should be the first priorities to action, and if done successfully, will see you match and potentially surpass your competitors’ rankings for particular keywords.
What’s important to note is that the more competitive the keywords – by which we mean the more traffic and potential conversions that it gets – the more difficult it will be to hold onto your rankings. With so many businesses fighting for the top positions for these search terms, Google will sometimes chop and change who sits where, which means you’re agency always needs to monitor and optimise the keywords.
A good solution could be to target long-tail keywords as well, which are typically a search term of 4 or more words. Whilst the traffic for these keywords may be less, the likelihood of you ranking in the top position is much higher.
The landscape continues to change
One of the most difficult challenges of SEO is the ever-changing landscape, especially as Google continues to evolve its offering. The way things are done today is not necessarily the way they’ll be done next week or next month.
Google holds no mercy in changing things at the click of a button – literally and figuratively. It claims that it changes algorithms on a daily basis, with the odd core update rocking the boat every few months. Then when there’s a major algorithm change, all hell breaks loose in the industry and SEO companies are scrambling to work out what’s happened and how to fix it. On most occasions, things work out fine in the end, as long as the best practices are followed.
This is why agencies must be adaptable and forward-thinking, because if they implement a set and forget approach, your business will be the one to suffer the consequences.
Why you need to partner with a reputable SEO Agency in Melbourne
The biggest issue with our industry is that some digital marketing companies promise the world, but don’t deliver. Then you’re left to cut your losses until you partner with a more credible agency. You need to find an SEO partner that will develop an individualised strategy for your business that will result in sustained success such as a growth in organic traffic, as well as an increase in leads, conversions and ultimately, your bottom line!