Setting SEO Expectations
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."