Setting SEO Expectations

Setting realistic goals and monitoring the correct metrics to pull together a successful SEO campaign might become more difficult than expected if you don't set and manage clients' expectations, explains Julie Shumaker, who offers the "magic formula for success."

If the phrase "What do you mean, we aren't on page one of Google?" rings all too familiar, you might want to heed Shumaker's recommendations. "A myriad of elements affect position with the search engines, and moving toward those top listings takes time and effort," she writes. "You understand this, but do your stakeholders? Although SEO is an effective long-term investment, its results are not instantaneous like those of PPC."

Read the whole story at Search Engine Land »
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