What they don’t tell you about SEO
Even today, many business owners still believe that SEO is easy: just create some high-quality, optimized content, then sit back and wait for all the traffic. But there's more to it than than, and columnist Matthew Barby explains what you should REALLY expect from an SEO campaign.
SEO is tough.
I’ve worked on countless projects where the company has seriously underestimated the resources needed for an SEO campaign.
More often than not, they’ve read a case study online where someone has scaled up their organic search traffic from zero and is now bringing in hundreds of thousands of visitors to their website each month.
“Well, if they can do it, why can’t we?”
They see the same things being mentioned by “SEO experts” that guarantee success:
“Create lots of great content, and it’ll start to rank. Google loves fresh content, so the more the better.”
Unfortunately, it’s not that simple. Organic traffic growth is often unpredictable. You might find yourself doing SEO for quite some time with very little to show for it — then, suddenly, one of your pieces of content gains traction. Once it starts ranking, it has a knock-on effect to a few more of your pages, and you start to then see hockey-stick growth.
Even during this period, it just takes one of your big traffic-driving pages to slip down to page 2 of Google, and you’re back where you started.
I’m sure a lot of people reading this right now have experienced this very thing. This is how even some of the most successful SEO campaigns pan out.